Copper Hoods
Brief
CopperHoods initially came to Irish Titan with a fully custom website that fit their needs in the past, but had accumulated major tech debt, lacked 3D rendering & SEO punch, and was limiting their ability to integrate with financing options.
WHY
CopperHoods, a premium manufacturer of custom kitchen range hoods and sinks, partnered with Irish Titan to re platform from a restrictive, custom-built site to a more scalable, flexible BigCommerce storefront. Their prior website had created a closed-off environment, offering little transparency, limited access, and a custom checkout that blocked integrations with vital services like Afterpay or Klarna. With no brick-and-mortar presence and an E-commerce model reliant on SEO, their declining traffic and growing frustrations signaled a clear need for a collaborative partner, a modern platform, and an enhanced UX strategy.
They had:
A completely custom website, even down to the checkout process, which prevented them from adding financing options like Affirm, Afterpay, and Klarna. These options are crucial for their high-value items.
Limited access and transparency regarding their website, making it difficult to make changes or understand site activities.
Past failure to successfully implement a "hood builder".
The website was no longer supporting their business as effectively as it had in the past, leading to a desire for a refresh.
A decline in SEO performance and a shift in their typical buying audience from organic buyers to more designers. They felt their current agency "dropped the ball" on SEO.
A need for a more structured approach to project work and better visibility into project status.
A desire for a more elegant look and feel for the site to appeal to their shifted audience, which now includes more women, with the ability to show how impressive their custom hoods can be.
Their goal? A refreshed brand experience that appeals to their increasingly female demographic and brings to life their vision for an interactive “hood builder” tool to rival their competition.
WHAT
BigCommerce Replatform and Implementation:
Website Revitalization: Migrated their existing custom-built website to the BigCommerce, aiming for a more elegant and conversion-focused design.
Enhanced Customization: Integrated a "hood builder" tool powered by Dopple.io to provide interactive product customization for customers.
Improved Backend Workflows: Set up scalable integrations with essential business tools like HubSpot, QuickBooks (via Webgility), and Yotpo to streamline operations.
Addressing Previous Pain Points: Resolved issues they experienced with their former custom site, such as lack of transparency, limited access, and the inability to integrate modern payment options (e.g., Afterpay, Klarna).
Content and SEO Support: Recreated key blog posts and provided initial SEO support with an audit, with plans for ongoing SEO retainers.
Performance Marketing (PMX) Retainer:
Driving Sales and Revenue: Managed their paid media strategy, primarily through Google Ads, with the objective of increasing sales and revenue specifically for their range hoods (not sinks) across the United States.
Strategic Budget Management: Actively managed media spend to their budget and communicated allocations and recommendations for improved ROI.
Performance Monitoring: Focused on key performance indicators (KPIs) like Return on Ad Spend (ROAS) to measure success.
Competitive Analysis: Worked to gain market share against rising competitors in the industry.
HOW
BigCommerce
Hubspot
Quickbooks
Yotpo
Google Ads
Affirm
Afterpay
Klarna
Our project focused in two stages. First, we migrated their site to BigCommerce to alleviate the tech debt, ensure stronger SEO, integrate with Dopple (for 3D product work) and financing applications (Affirm, Afterpay, Klarna).
Second, we dug into a Performance Marketing retainer to drive new and existing traffic to a refreshed site through a diverse channel mix. Paid Media and SEO acted as our short and long term traffic strategies.
