Dandy's Digital Transformation with Backpack
Company
Dandy is a leading dental technology company that provides innovative software solutions for dentists and manufactures high-quality lab items like retainers, crowns, and molds. Their core offering centers around an advanced scanner that creates precise 3D models of a patient's mouth, which their lab then uses to produce essential dental devices.
"When you work with Backpack, you feel like their only client. Backpack Works is always on top of things, can increase or decrease scope as you see fit, and think about problems holistically rather than just thinking about individual problems. You always know when you're working with an agency that's doing the bare minimum and you always know when you're working with an agency that goes above and beyond. Backpack goes above and beyond; they set the standard I've come to expect from any agency I work with."
Sara Pion
Head of Web Experience
Dandy approached Backpack seeking to overhaul their existing website. They needed a more flexible, modern, and high-performing web presence that could effectively showcase their cutting-edge technology and convert leads more efficiently.
Dandy faced significant challenges with their previous website, which was hard-coded and lacked the flexibility needed to adapt to their evolving business requirements. This rigid structure made updates difficult, hindered their ability to implement new features, and limited their overall web experience.
The Goal
Their primary goals were to:
• Build a custom WordPress theme that provided flexibility and reusability.
• Secure ongoing design and development support to ensure continuous improvement.
• Improve website usability, speed, and technical SEO.
• Increase overall website conversion rates and organic traffic.
The Solution
Backpack collaborated closely with Dandy to completely rebuild their website, focusing on creating a robust and flexible web experience. Our process involved:
• Custom WordPress Theme Development: We designed and built a bespoke WordPress theme from the ground up, prioritizing reusability. This ensures Dandy's team can easily update content and create new experiences without needing to develop net-new components for every change.
• Enhanced Web Experience Flexibility: The new architecture provided Dandy with unprecedented flexibility in managing their web presence, moving away from the limitations of their previous hard-coded site.
• Strategic Integrations: We implemented crucial functionalities, including cookie consent, and integrated proper tracking with systems like Marketo, Google Analytics, and Salesforce. This ensures Dandy has accurate data for marketing and sales efforts.
• Comprehensive User Guide & Training: Following the rebuild, we provided Dandy with an extensive user guide, empowering their internal team to effectively manage and leverage the new website.
Technologies Used
Marketo
Google Analytics 4
Salesforce
Wordpress
Figma
Next.JS
Results & Impact
The partnership between Dandy and Backpack has yielded significant, measurable improvements across all key performance indicators:
• Increased overall website conversion rate by an impressive 126%.
• Enhanced usability of the website, providing a smoother experience for visitors.
• Improved website speed and technical SEO, leading to:
• 194% improvement in mobile page speed scores.
• 30% increase in technical SEO.
• Increased organic traffic by a remarkable 313.7%.
Highlights
• +126% increase in website conversion rate
• +313.7% increase in organic traffic
• +194% improvement in mobile page speed scores
• +30% increase in technical SEO
