Simon Turner

Firebox reviewed

Tis the season to be jolly, and Firebox.com certainly should be. This is because, in my humble opinion they’ve got their Christmas online strategy spot on.

Their website is at the cutting edge of usability, they rank pretty well in the search engines, and their use of social media is exemplary. Add to this great customer service; and their business must be looking pretty rosy right about now.

As a case study there’s a lot that other websites can learn from them, so here are my favourite 5 things for an online marketer to take away from Firebox:

1) Usability:

I find the firebox website really easy to use at the best of times but I’m particularly impressed by their use of Ajax on their Gift Finder. For their product range and customer type this way of browsing the products is really cool and must aid conversion rates. I personally was persuaded to buy a load of stocking fillers!

2) Customer experience & resulting engagement:

Orders are shipped out fast. I placed my order and got my goods the next day. Included was a free delivery code for my next order; and although I didn’t get any I hear most customers get some free sweets in their box! It’s a nice little touch which makes customers feel engaged with the brand and want to come back.

The resulting engagement is really impressive. They get a lot of reviews, as many sites do, but notably they get numerous video reviews sent in by chuffed customers. These not only demonstrate brand loyalty and customer interaction but will notably have a great impact on conversion rates, and will help with link building and SEO.

3) Social Media

I follow @Firebox not only because it’s good fun, but also to learn about how to run a Twitter campaign. They currently have 7000 followers which isn’t a tremendous amount, but their interaction is superb. They run daily competitions getting loads of entries every time. Every entry helps spread the Firebox brand and directly promotes a product. Very clever.

They also use Facebook to good effect, and I reckon both of these channels will provide tangible results for them. Take a look and get some inspiration for your brand.

4) Innovative link building

Firebox have a couple of campaigns on the go which will draw links for all the right reasons. They were bang on top of things with the royal mail strikes with their Royal Fail game. This was a great viral game which not only spread word of their brand but will have acted as a good piece of link bait.

They also have innovative campaigns such as their Global Secret Santa product which will undoubtedly create interest in the site and again build natural links.

5) Shopping Cart

I found the checkout process really smooth and loved the use of ajax throughout the checkout process. It meant that requested info was kept to a minimum as forms generated as you selected things such as your card type – eg once Visa was selected only details appropriate to Visa cards were included. Take a look and see if there are lessons to be learned at this vital conversion point on your own website.

Before you ask no this is not a sponsored post! I have just thoroughly enjoyed my experience of dealing with Firebox, from finding them through their Social Media campaign to receiving my products – and beyond. I don’t only recommend them for some cool Christmas gifts, but more importantly to take away some tips on how to improve your own website and service.