PRWD

I’ve recently provided some tips and advice on e-commerce conversion optimisation for an article in Drapers magazine, entitled ‘Lead them into temptation‘ (note: Drapers subscription required).

Drapers Online Editor Keely Stocker planned and wrote the article, and I was asked to provide input on the following:

• What should retailers be looking at when analysing conversion?
• What are the most important elements retailers should be looking at enhancing in order to improve conversion?
• What are the most common mistakes made when it comes to the conversion process?

I must admit I went to town on providing a wide range of tips and advice to Keely, without realising the size of the article, but at least I gave her enough to work with!

To view the full article you do need to be subscriber to Drapers, and you can subscribe online.

Finally thanks to my friend and fashion expert Leon-Bailey Green for recommending Keely asks me to provide my input into this article. I recommend taking a look at Leon’s online fashion agency too…

In the current economic climate the success of our Google Adwords campaign is more important than ever before but rather than continuing to increase daily budget we needed to ensure we maximised the potential of every online visitor by increasing our conversation rate for enquiries.

Since PRWD started the project of conversion optimisation we have noticed the increase in online enquiries.

Andy Saxton, Sales Manager, Contact Packaging

Project Background

Contact Packaging are one of the UK’s leading providers of Pallet Wrap Machines. Following the development of a targeted micro-site to promote the range of pallet wrap machines that they provide, Contact Packaging and PRWD invest time each month to improve the on-site conversion rate of the website.

Although the website has always performed well for the business, during 2009 and the recession, traffic levels were reducing which was having an adverse effect on the number of online enquiries that were being received.

PRWD recommended that a split test should be carried out on the homepage to increase the number of visitors clicking through to the enquiry form and making an enquiry.

Objectives

The project objective was to use Google Website Optimiser to test 3 different call to action messages on the homepage, to determine which version encourages more visitors to click through to the online enquiry form.

By carrying out this split test and improving the click-through rate, it was expected that the on-site conversion rate would also increase as more visitors were actively being encouraged to make an enquiry.

In addition, another primary objective was to reduce the cost per acquisition that Contact Packaging incurred through their on-going Google Adwords campaigns.

What We Did

Analytics Evaluation

We used Google Analytics to monitor what the current bounce rate (single page visits) was for the homepage, along with what the current on-site conversion was. This gave us primary measures on which to plan the alternative marketing messages to determine which version resulted in higher click-throughs and overall site conversions.

Determine Alternative Marketing Messages

Following the analytics evaluation, we created 3 new marketing messages which we felt would encourage visitors to click through to the online enquiry page and make an enquiry.

The 3 messages were:

1. enquire online for our best prices
2. enquire online with NO obligation
3. make an online enquiry today

Split Testing To Improve Conversion Rate

Over the course of eight weeks we then implemented a split test using Google Website Optimiser, where we tested the original homepage with the 3 alternative marketing messages.

Results

Original hompage – 7.02% conversion rate

• Test version 1) enquire online for our best prices – 23% click-through rate (227% improvement)
• Test version 2) enquire online with NO obligation – 13.9% click-through rate (97% improvement)
• Test version 3) make an online enquiry today – 10.5% click-through rate (49.5% improvement)

Impact on Conversion Rate and Adwords Acquisition Costs

• On-site conversion rate increased by 215%
• Cost per conversion reduced by 79%

More Information

If you are would you like to increase the number of sales or leads your website delivers, please give us a call on 0161 918 6729. Also take a look at our other conversion optimisation case studies.

Do You Use Google Analytics?

If you are using Google Analytics you might also like to read more about our Advanced Google Analytics Training Course. Recent clients have included Speedy Hire, VoucherSeeker, one of the UK’s leading voucher code websites and award winning digital agency Red C.

We’ve just sent out our September newsletter which focuses on conversion optimsation and improvement, our primary proposition.

The conversion optimisation newsletter features information and links on:

• PRWD training
• PRWD case studies
• PRWD presentations
• PRWD articles
• PRWD clients

If you aren’t on our subscriber list view the online version of our newsletter, and even better, sign-up to receive future editions of our monthly newsletter.

Developing the business case for adopting usability as an integral part of your sales and marketing strategy is something which we work with our clients on, and below is a quote from one of these clients:

“The weekly, monthly constant contact with PRWD has enabled them to totally understand our goals and together Contact Packaging is moving forward. The previous 2 years have been very productive and to see such results makes the experience a very enjoyable one. “

To describe our user-centered design approach and the services provided we have produced the following case study.

Client Objectives

Within 2 years Contact Packaging wanted to double the turnover of their machinery business using online as the primary lead generation channel, whilst becoming one of the UK’s top 5 pallet wrap machine distributors.

What We Did

We conducted analysis of the existing sales and marketing strategy, along with extensive competitor analysis to help define and deliver the 1st online sales and marketing strategy for Contact Packaging. Key elements of the process included:

Results

During the 1st 2 years working with PRWD, the machinery business has seen:

• enquiries through the online channel increase by over 800%
• telephone enquiries increase by over 400%
• dedicated sales staff reduce by 30%
• turnover increase by 400%
• revenue per employee increased by 800%
• number of machines sold increase by 250%
• profit margins increase by 40%

Return-on-Investment

During the 1st 2 years working with PRWD, the machinery business at Contact Packaging has seen a Return on Investment of:

• over 800% on their search engine marketing (Google) budget
• over 1300% on their marketing and conversion optimisation budget

Long Term Plans

Contact Packaging and PRWD continue to work together to continually improve the performance of the online sales and marketing activities for the stretch wrap machines. New activities include further strengthening the position of Contact Packaging as one of the biggest distributors of machines in the UK, by increasing the amount of machines being marketed and sold through the website.

Client Quote

“In terms of machinery sales our sales staff are still promoting the products in the normal way but we realise that the growth is through the internet sales. We are constantly looking to improve the site and make the most out of each enquiry.”
“PRWD has created a dedicated web site for the range of machines that we sell that has been constantly updated when new models are launched and improved based on customer feedback. To coincide with the website a Google Adwords program was undertaken which again has constantly been monitored and adjusted accordingly to ensure the most appropriate keywords are being used and we are maximising our daily budget. “

Company Contact

Andy Saxton – Sales Manager
Contact Packaging Plc
0844 499 1200