Toys Paradise was launched in September 2010 with the vision of making the transaction process of buying toys simple, exciting and rewarding. This was achieved by providing a fast, reliable and friendly alternative to the established retailers. The website audience ranges from 8 to 80, from children who can browse for toys in the comfort of their own home, to the parents, grandparents, relatives and friends who buy the toys for them.
Our business started off with a physical store in Sydney CBD. From 2009, we found that a typical customer would typically search for product information online in order to aid in their buying decisions. As eCommerce grew, these same customers also started to buy toys online for the added convenience of not having to travel to a store physically.
Before we launched our website, there were a small number of dominant online stores sharing a large part of the online market, however we identified an opportunity to create a website that could differentiate our business by providing a superior alternative for choice, technology, delivery times and service.
The project began in March 2010 and finished within five months thanks to the exceptional work of Infinity Technologies. We launched the website in September in time to build some momentum for the site prior to the Christmas trading period. We immediately saw a return on investment after the first month and its success exceeded even our most optimistic expectations. By the end of 2010, we had achieved over $1m in sales, with $500,000/month peak (where we had to turn off our advertising to cope with the demand) and a customer database of over 15,000 customers. We are seeing growth of over 100% in 2011.
Some stats for our website which stand out are:
- 4 minutes average time on site
- 3.07% conversion rate
- $500,000/month peak revenue
- of traffic from search engine referrals
"We had to turn off our advertising to cope with the demand"
For our online marketing strategy, we focused on SEO and SEM to draw traffic to the website. Some of our current search rankings in Google are: typically search for product information online in order to aid in their buying decisions. As eCommerce grew, these same customers also started to buy toys online for the added convenience of not having to travel to a store physically. Before we launched our website, there were a small number of dominant online stores sharing a large part of the online market, however we identified an opportunity to create a website that could differentiate our business by providing a superior alternative for choice, technology, delivery times and service. Middle of Page 1 for broad generic terms 'toys', 'toys online', 'online toys', 'toys online store' Page 1 for popular brand-specific searches for 'Playskool', 'Ben 10 toys', 'Pokemon toys', 'lego toys online' and 'Kung Zhu Pet.
For our new website, we needed a state of the art technology solution that could meet our requirements for:
- An advanced set of features and functionalities
- An open and extendable framework with high degree of scalability
- Ability to integrate with our existing inventory and accounting systems
- Multi-site support (to support Games Paradise and Jigsaw Paradise with their own websites)
- eGift card facility
- Reward points system to increase customer loyalty
- Video streamed content
- Supporting blog and social media
- Clean and easily manageable admin interface and product database
- Worldwide technical support
- iPhone apps
Our Online Stores
Why we chose Infinity
We were interested in using the Magento eCommerce system based on the positive feedback and advice we received from eCommerce experts. After our own research confirmed (at a high level) that our requirements could be met by Magento, we approached several web agencies that offered Magento web design and development services, and chose Infinity Technologies based on their expert knowledge and understanding of the system.
With Magento Enterprise edition, we are using the multistore functionality to operate two other online stores (Games Paradise and Jigsaw Paradise), all managed from a single backend interface. We like the fact that Magento is a very scalable technology, with a vast range of third party extensions that can be used to add new functionalities to the site cost-effectively. We are also confident that Magento will continue to allow us to remain on the leading edge of eCommerce technology.
The team at Infinity technologies has been wonderful in being able to quickly change, update, or create code for our websites. The service is very reliable, and very cost effective.