Need help finding the perfect toy for someone? As an ecommerce content marketing agency, we worked with Toys for a Pound to develop a unique generator tool that creates tailor-made toy suggestions.
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The Kids Toy Generator is an intelligent and interactive shopping tool that asks the user about the child they are shopping for. The tool will then find tailor-made toy suggestions based on the child’s age, gender and personality.
The user can create specific results that match a number of criteria at once, meaning they can find the perfect products for their needs.
This was a fun and exciting project designed to provide an engaging user experience while driving sales for Toys for a Pound.
The initial plan was to make a website using Gravity Forms and WordPress. However, the team wanted to be more innovative and use JavaScript and CSS3 to create an interactive application with animations. This application could be customised for future use.
To simplify the process of changing content within the application, a JSON file is used to control the static text, questions and products. This allows for quick updates to the application where necessary.
During web development, the team realised that the products displayed could be directly tied to the main Shopify website. We then focused on turning the application into a fully-fledged cart system. This led to the end result of a simple and fun-to-use tool that directly allows users to purchase toys without having to leave the application.
A second phase was undertaken to make the content easier to update due to the fast turnover of stock that was available. This phase involved creating a custom Laravel based admin system where content could be changed on the fly and outputted to a JSON file. The front end was moved into this system to create a fully-fledged package.
As the tool was set up as a SPA (Single Page Application), the tracking setup wouldn’t follow the usual conventions. Instead, we had to create virtual page views within Google Tag Manager to simulate the user experience of clicking through the application.
We then used Tag Manager to create tags to simulate the buyer journey from the website to the application and back to the website again.
Our digital PR and outreach team then got creative and pitched out some headline ideas. We even received coverage from various publications that reviewed the toy generator directly.
A few months after the generator went live, The Sun covered the website in their own piece without being prompted. This gave the site extra exposure and would have generated more traffic.
The content team built in a monthly schedule for onsite posts as well as offsite PR, as mentioned above. The website now has a colourful catalogue of engaging content.
Our paid media specialists planned and launched some successful advertising campaigns. These brought traffic to the site via social media platforms such as Facebook and Twitter.
We also did Toys for a Pound’s organic marketing for a number of years. This involved using non-paid strategies and tactics to attract customers and promote their brand. All of this was in the effort to generate more organic traffic for the website.
This tool was a huge hit with both existing Toys for a Pound customers and new site visitors. So much so that page sessions rocketed, with over 1,200 sessions within days of the launch. The first week of the toy generator being live saw more than 1,500 add to cart clicks. In addition to this, the bounce rate was a little over 18% (80% of visitors stayed on the site after using the toy generator).
It was a huge success and brings a huge chunk of revenue to Toys for a Pound to this day.
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