AO World

Helping the UK's number one online appliance retailer to grow its online community by developing a brand new lifestyle content hub; AO Life.


Originally established as Appliances Online in 2000 before being rebranded as in 2013, the Bolton-based online retailer has become a household name for domestic appliances.

When came to us, they had a massive following on social media with a Facebook community of over 1.5 million. The company wanted to tap into this community by developing an online platform which would be linked to its e-commerce website, but that would provide a separate lifestyle resource for all. This content-led strategy would have a secondary purpose, to future proof the brand’s longterm organic search performance (facilitating SEO).

Motionlab developed AO Life, a content hub which sits under the umbrella, but which is predominantly geared towards providing inspiration and value to customers through informative lifestyle related content including everything from recipes and family activities through to the latest technology and gadgets guides, all written by a host of guest publishers.

The Approach

New ground was broken for Motionlab in this particular project as AO Life was the first ever modular-styled site that we have created. Taking this design approach was highly beneficial as it prevented the need for recreating the same code and meant that it had the building blocks within the backend needed to aid content layout.

Thorough analysis informed the web development process. We identified that tags were an obvious push and integral part of the site, so multiple tagging is enabled on content pieces which seed across various categories.

All posts published by the guest authors can be bookmarked and liked. The more likes their posts acquire, the higher they now appear in the content feed on the site’s home page.

A multilingual site, AO Life was fully translated into German and Dutch ahead of its rollout for the European arms of the business.

New ground was broken for Motionlab in this particular project as AO Life was the first ever modular-styled site that we have created.

The Outcomes

AO were delighted with the level of engagement generated on the new AO Life content platform, where the wealth of content that sits on it is now delivered in an incredibly straightforward way. Since its launch, AO Life has driven over two million page views and continues to act as an engaging resource for anyone seeking out lifestyle content – from recipes to gadgets.

As a consequence of the success of AO Life, Motionlab was appointed to build a dedicated landing page for AO.Com’s ‘94 days of summer’ campaign.

1.5 Million

Visitors since launch

2 Million

Page Views


Number of people signed up to join


Visits generated via one blog post alone

Other Work

Other Work

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