Mark Dirks

burton+BURTON Contracts Beacon for New Website

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Burton and Burton, the world’s largest balloon and coordinating gift distributor (~15,000 products), has contracted with Beacon to overhaul their online store. While many websites change every couple of years, Burton and Burton’s current site has experienced a solid 6 year run that has seen continuous year-over-year growth. Based on deep studies of the underlying analytics, the new website will not only upgrade to new, leading edge ecommerce features, but also facilitate expedited growth through greater reach and engagement.

We are big believers in data-driven decision-making, our digital marketing team did an extensive analysis of the website data within Google Analytics. They then collaborated with our design and technical teams to lay out a strategy based on insights from the data that will drive the new design and technical improvements.

The new site will be constructed to align with current SEO protocol, which has changed dramatically over the last year… especially as Google moved to heavier emphasis on content relevance. The new website will also bring more visual appeal to the wide range of products offered by Burton and Burton, coupled with new features that improve usability and the entire online shopping experience. The primary technical platform will be basically the same with Beacon’s BeCommerce product wrapped with Cascade CMS, combining the best of both products – flexible product/order management and flexible, easy-to-use content management that is also search-engine friendly.