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Case Study

White Candle Company

Case Study

White Candle Company

Transforming sales with an ecommerce solution in response to the global pandemic

“Indigo Ross’ experience and expertise gave us the confidence to finally establish a website and online presence and we haven’t looked back since. At a time when our business could have easily suffered, it is instead flourishing, and our sales continue to grow. As a proudly Suffolk-based business, it was gratifying to work with another local company and we hope to collaborate with Indigo Ross on many more marketing projects.”

Jo Kendrick, Founder The White Candle Company

Label Design and Print for The White Candle Company - Lavenham, Sudbury
Label Design and Print for The White Candle Company - Lavenham, Sudbury

The White Candle Company

Lavenham, Suffolk


Project objective:
To develop additional sales channels to build additional revenue streams throughout the COVID-19 pandemic.

Services Provided:
Graphic Design, Web Design, Large Format, Print

A highly effective ecommerce solution and end-to-end customer experience that transformed sales in challenging times.

Context and Challenge

The White Candle Company, established in 2014, has grown to become a market leader in the manufacture and supply of sustainable, handmade scented candles, diffusers and wax melts. The company had built a hugely successful business prior to Covid, and this was impressively achieved without a website, but predominantly through craft markets and direct retails sales. The onset of the pandemic presented an unprecedented challenge for the business as it consequently had no sales outlet.

With the world at home and gifting at an all-time high, The White Candle Company needed to pivot quickly and sell direct to their customers when they needed their products most.

Indigo Ross were entrusted with developing sales channels that worked under the challenging circumstances to ensure the future of this independent brand.

Label Design and Print for The White Candle Company - Lavenham, Sudbury
Website Design and Development for The White Candle Company - Lavenham, Sudbury
Label Design and Print for The White Candle Company - Lavenham, Sudbury

Solving the problem
with clarity and creativity

With the fast-moving and ever changing Covid situation, we had to be responsive to the challenge and develop a B2C ecommerce solution that would enable The White Candle Company to continue to trade throughout the pandemic.

Thanks to regular video calls with the client we discussed the range of options available to help them sell online as well as walking through various design iterations and digital solutions.

Following this rigorous planning and discovery phase, we designed and built a bespoke WordPress ecommerce website with a customised online shop. It incorporated a fully responsive web design and extensive sitemap that included key ‘Blog’ and ‘Events’ pages and information on ‘Workshops’ to develop their brand, engage with their current client base and attract new customers.

Our SEO copywriters undertook a keyword analysis of competitor websites before selecting the most relevant keywords to enhance the web copy and ensure strong visibility in organic search engine results page.

Not content with elevating their digital presence, we also supported The White Candle Company to curate a seamless, end-to-end customer experience. Our designers and print experts collaborated to refine their packaging and labelling ensuring each candle could be lovingly sent to its forever home. From initial Google search and online purchase to the eventual arrival of each candle, Indigo Ross has a hand in curating a consistent, unified and beautiful customer journey.

Label Design and Print for The White Candle Company - Lavenham, Sudbury
Label Design and Print for The White Candle Company - Lavenham, Sudbury

Results that standout

The new website attracted 43,000 page views in the first year jumping to 90,000 the following year. A dramatic increase in sales reflected this increase in traffic.

Thanks to the engaging content and user-friendly design, page views per session increased from four to six and the bounce rate reduced from 40% to 25%.

There was also a 200% increase on ranked keywords and a 500% increase in the top 20 ranked keywords.

“It has been incredibly satisfying to build a new website that has gone from nothing to creating a constant and increasing revenue stream. It demonstrates how important utilising multiple sales channels is in the current climate to maintain sales consistency and boost business growth. To have a hand in the whole customer journey for this successful, independent business has been a joy”

Phil Roper
, Managing Director, Indigo Ross