JoJo - Ruby Web Solutions
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Case Study: Web Design | Web Development

JoJo

Brief & Objectives

JoJo came to RubyWeb for web development solutions to strengthen their online presence while also improving and boosting revenue-driving actions. Their goal was to implement an intent-driven marketing strategy by attracting high-intent traffic and shifting their branding towards a more results-oriented, commercial focus.

RubyWeb implemented a comprehensive, digital marketing strategy that focused on a variety of sectors, one of them focusing on improving the technical functionality of the website. To do so this, the following optimisation was done:

The migration of the website and enhancement of performance: The initial phase involved merging the two websites they had at the time: jojocloud.co.za, which housed the products, and jojo.co.za, the product display site that was to become the main website. This consolidation allowed e-commerce products to benefit from the authority and trust that jojo.co.za has established over the years of being live. Additionally, the website’s performance also needed optimisation through a transition to a high-performance hosting solution. This change significantly improved the website’s speed, leading to positive impacts on Google’s ranking algorithm.

Challenges & Strategy

One of the primary challenges in executing this strategy was ensuring the visibility of all products across the main website while addressing different audience needs. This included products available for direct purchase by the general public in the Shop section and products displayed in the catalogue for the client’s distributors, which were not available for direct purchase. We had to carefully balance these requirements to avoid negatively impacting the website’s SEO. Additionally, it was crucial to maintain pricing discretion for distributor-targeted products in the catalogue while transparently displaying pricing for the public in the Shop section.

How We helped

The following improvements were seen on the website:

  • Distinct Product Sections: On the revamped JoJo site, all products were listed in the main Products section (targeted towards distributors), regardless of whether they were available for purchase. This section also excluded pricing and the “Buy now” calls-to-action (CTAs) and functionalities to maintain discretion with the pricing.
  • Duplicated Products in Shop Section: To make the products more accessible to the general public, we duplicated all items that were available for purchase on the website and were placed within the shop section, while also being visible to the distributors.
  • Unique URLs for Purchasable Products: We ensured that the products listed in the Shop section (those that could be directly purchased) had unique URLs to separate them from those in the Products section. Within the Shop section, we added the word “buy” to the URLs of purchasable products to enhance their search engine ranking potential.
  • Canonical Tags for SEO: To avoid creating confusion with the search engines and to preserve SEO integrity, we utilised canonical tags. These tags indicated that the URLs within the Products section were secondary to the purchasable versions in the Shop section, ensuring the correct URLs were being prioritised in search results.

Results

JoJo Tanks Homepage BEFORE:

AFTER:

JoJo Online Shop BEFORE:

AFTER:

About the client

JoJo is one of the leading brands in water tanks and water related products in South Africa, offering products focusing on the domestic, agriculture and industrial sectors all-together.

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