Keeping a Tradition Modern & Compelling

Annalee Dolls

An 82-year-old New England company manufacturing their classic dolls for worldwide distribution.

The Back Story

Annalee Dolls have been a tradition since 1934. The unique designs have warmed the hearts of families and collectors for generations. The iconic dolls and characters, which are still made in New Hampshire, are known throughout the world. Annalee needed a dynamic online presence that captured the essence of its products while providing customers with an efficient browsing and ordering experience.

The Challenge

Annalee has hundreds of products in numerous categories. The company’s existing site was slow, difficult for staff to manage, and had high cart abandonment. The site’s e-commerce system was inefficient, and site traffic was not growing. Annalee needed online customers to find them easily and then move quickly to selection and purchase.

A Redesigned Annalee Website

FirstTracks created a new dynamic digital presence that captured the Annalee tradition in a modern and compelling site. The site is mobile responsive and presents both products and the company in a simple, highly organized manner that makes shopping easy and makes sales happen.

Annalee Dolls Desktop
Annalee Dolls Desktop
Annalee Website Landing Page Example

Driving traffic

After launching the new site, the FirstTracks Digital Marketing Team developed an online marketing strategy to drive meaningful traffic to the site. We set up pay per click and email campaigns and targeted promotions backed by site analytics and data focused on sales. The mission was to increase site awareness and convert traffic into sales.

The Results

  • 1409%
    PPC ROAS Improvment
  • 108%
    Increase in Email Subscribers
  • 47.66%
    Increase in eCommerce Conversion Rate



We are experienced programmers and web developers. We specialize in WordPress and complete web application development. We are experts in PHP, MySQL, HTML, CSS, jQuery, mobile app development and data migration.


We make sure your website design supports the key components that make your business a success. We feature a mobile-first approach and responsive website design for any new sites we build.

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Hosting is critical to website performance and speed matters. We match your website to the best-suited hosting environment for trouble-free user experiences. We also understand the importance of security to your business.

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