Diaper Dude
Overview
Diaper Dude, LLC is a Los Angeles, CA based start-up that began as a dad’s wish for a “cool” diaper bag and has turned into one of the hottest items around. Diaper Dude Bags have been featured in major magazines, television and on the shoulders of some of Hollywood’s most high-profile celebrity parents.
Problem
181LA was contacted by Diaper Dude via referral to re-design and re-develop their e-commerce website. The previous site provided e-commerce capability only, however the cart solution in place, as well as the site design, were highly out of date. This was a problem when trying to update the website or keep sales records due to the outdated technology. The website was also not being found in basic searches on the major engines such as Google, Yahoo, etc. and traffic was stagnant.
Solution
181LA met with the owner, online product manager and the Diaper Dude public relations team to formulate a new strategy for the website. It was agreed that the site would be completely redesigned with an emphasis on a new brand identity for the site as well as expanding the website content beyond a simple e-commerce store. SEO and online marketing were also new strategies that would assist in increased traffic to the site as well as search engine success for relative keyword searches such as “Diaper Bags for Dads” or "Cool Diaper Bags".
Result
The new DiaperDude.com website launched in March of 2008 with a successful release to the public. In the year the new site has been online, daily site traffic has increased by 2.5 times from an average of 200 visitors in 2008 to an average of 500-600 in 2009. Monthly sales have increased by nearly 3x as much with specialty months like June (Father’s Day) quadrupling that amount. The website has also seen success in search engines with keyword searches bumping them to top spot result status on page 1 or at least within the top 25 search links as well as ranking them high if not above their competitor's websites.
Overall, the success of this project has come through detailed planning, focused goals, and on-going maintenance through contests, blogs, social media and online marketing.
