eMarketExperts

When Polito came to us in mid-2018, their key challenge was generating sales leads through an outdated website. Polito’s products are high-end and expensive. They are not spontaneous purchases nor are they the kind of products that are commonly bought online. Our task was to create a digital strategy that optimised their online presence, increased traffic and strengthened the brand.

There were a few issues contributing to the company’s digital challenges. One of those was an outdated website that didn’t do justice to Polito’s high-quality, high-value products. Built on a pre-coded platform, the old website was difficult to navigate, lacked quality imagery and SEO functionality, didn’t present information logically, wasn’t mobile responsive, and, most importantly, wasn’t structured to generate sales leads.

Another issue was a lack of online visibility. While the old website was generating some traffic, it wasn’t performing as well as it could have. There was also plenty of room to improve search rankings for the main keywords.

The other main issue stifling sales leads was the lack of an ecommerce platform and a general uncertainty regarding the viability of ecommerce for expensive niche products like wood fired ovens.

The first step was designing and building a custom showcase website that was responsive across all devices. The focus of the site was to showcase Polito’s products, provide comprehensive product information that’s easy to navigate, enhance Polito’s lifestyle and family brand image, and promote Polito as an authoritative and trustworthy industry leader.

Since starting work with Polito in mid-2018, we have implemented a fully customised, industry-leading SEO strategy and have dramatically increased the client’s search visibility and website traffic. Over a 12-month period, we increased impressions by nearly 270% and website traffic by almost 300%. We continually monitor website performance and update SEO and site appearance to ensure that visibility and performance continue to grow.

But we know that increasing visibility and traffic isn’t enough. Because of our thorough user and competitor analysis, we not only increase the volume of traffic, but also the quality of traffic. By carefully targeting the right search terms, we were able to attract more purchase-intent customers, rather than passive visitors. And this has been clearly visible in the massive increase in inbound sales leads.

The key challenge facing Kapai Puku was increasing their online sales. While the company maintains a good database of subscribers and has a great social media following, they were looking for ways to grow their online customer base and convert passive subscribers to loyal customers.

The other main challenge facing the company was an outdated website and online sales funnel. The old website was difficult to navigate, didn’t present information logically, used two different systems for page information and ecommerce, wasn’t mobile responsive, and didn’t integrate with accounting systems or social media.

By creating a new ecommerce website and using different methods of online marketing, we aimed to increase online sales, as well as basket size and online conversions.

The first step was designing and building a new website to improve the ecommerce experience, enable better online marketing, enhance brand image and increase sales.

While Kapai Puku had built a fantastic social media following and subscriber list, they had not been able to capitalise on it. By targeting this database and implementing an EDM campaign, we were able to directly generate over $8,000 in revenue, representing massive growth on their average monthly revenue.

Through the website rebuild and our online marketing strategy, we were able to generate a conversion rate of over 4.8%. Through the first full month of running the campaigns on the new website, online sales grew by 163% compared with the same time last year, while the number of orders increased by over 300%.

REVENUE FOR MAY 2019 INCREASED BY 163% COMPARED WITH THE SAME PERIOD THE PREVIOUS YEAR

GENERATED $8,000 FROM EMAIL MARKETING DURING THE FIRST MONTH OF THE CAMPAIGN

GENERATED OVER $2,000 IN SALES ON ONE DAY (REPRESENTING CLOSE TO A MONTH’S REVENUE PRIOR TO WORKING WITH US)

Generated a 10-fold ROI for social media marketing

NCREASED ONLINE ORDERS BY OVER 300% YEAR-ON-YEAR FOR MAY 2019