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:
| What we did |
Why we did it |
| We carried out a usability evaluation of the website pages which were currently responsible for generating new online sales enquiries |
This allowed us to identify where there were existing usability barriers when visitors arrive at the existing website, in turn providing the business case for making widespread improvements to how the machinery business using the online channel affectively |
| We developed a range of user profiles of existing and potential customers |
This allowed us to fully understand both the type of product information a prospect is looking for along with the levels of details and specifications which a prospect will expect in order to make a sales enquiry |
We conducted extensive competitor analysis |
This ensured that both Contact Packaging and PRWD fully understood the market they were moving into whilst identifying where Contact Packaging can provide prospects with a far superior user experience |
| We developed a user-centered micro sites to promote the range of machinery available |
Providing exceptional increases in the effectiveness of their lead generation activities was our primary goal, and by developing a user centered lead generation micro-site meant that ROI for future online marketing activities would be maximised. By using the user profiles and competitor analysis we were able to deliver a feature rich, professional and user friendly marketing sit to generate new sales enquiries |
| We proposed, planned and continue to deliver search engine marketing campaigns |
With the user-centered micro site in place, we knew the search engine marketing campaigns would continually convert to a much higher level than if we hadn’t optimised the usability of the landing pages that visitors from search engines were arriving at |
| We followed a user-centered design approach to develop their new e-commerce store |
To develop such an integral business platform as Contact Packaging’s e-commerce, we only use a User-Centered Design approach, as this is guaranteed to increase conversion rates and basket sizes |
| We proposed and developed a new business blog |
Contact Packaging now have a further marketing tool for their business which allows them to attract potential customers from previously un-tapped online communities and networks, whilst giving their business a greater sense of personality and customer connectivity |
| We continually set-up tests to compare different ways of displaying content to improve conversion rates |
As part of our continual drive to improve the conversion rates of the lead generation websites, conducting split testing has allowed us to further refine the usability and effectiveness of the sites in creating new, highly qualified sales leads |
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
