Case Study: A B2B & B2C Ecommerce Company
Case Study 1: An Ecommerce Company Targeting B2B & B2C Customers
To give some background this first Case Study features a Kent based company who approached me for Digital Marketing Services to create a successful online website. They targeted both businesses (B2B) and consumers (B2C) through an existing physical store, but wanted to target people nationally using the internet.
- 63% increase in monthly Organic Search traffic (within 5 months after setup)
- Time on page metric increased by 150% to 1 minute 30 seconds per page
- To promote the website to a new audience rather than using existing physical store customers
- Convincing customers to make a purchase online without a large reputation
- Move from Wix to a full ecommerce platform (Magento in this case)
As a company based in Kent this was an excellent opportunity to expand business operations through online channels. The company had worked from a physical store for a number of years but had not properly touched on the world of ecommerce before this project, aside from a somewhat lacking Wix based store. They wanted to know why this wasn’t successful in spite of some good traffic numbers (averaging around 500 monthly visitors), which is when I explained that there are a number of key areas required to run a successful store, including SEO optimisation (which is key to gain traffic from the likes of Google, Bing etc), content, online presence (such as forums, blog features) and of course social media. Although certain things were already in place like social media, they hadn’t been properly thought out and were simply not being used to their full potential.
I started by creating a 3 step plan to establish goals, opportunity and strategy to get a full understanding of the business and what it wants to achieve using the SOSTAC framework. This framework identifies Situation, Objectives, Strategy, Tactics, Actions and Control as individual elements, with a simplified example outlined below (specifics removed for anonymity reasons):
- Create a market leading website which was successful in driving customers to purchase
- To drive customers and traffic from outside of the local area to purchase
- To increase nationwide coverage without investment
The SOSTAC Framework
Obviously these steps have been simplified considerably, however the comprehensive approach involved a focus on optimising all page-content, including product pages, category pages and standard web-pages to give them purpose. The drive behind this was to develop a set of keywords which these pages could target over a long period of time without the need for investment (through the use of paid ads for example), using tools such as SEMRush to establish the traffic potentials for each keyword. Once these pages were bought up to scratch and keyword optimised, the next steps were to promote them through new or existing channels like Social Media as a shorter term strategy to bring in traffic.
In fact once these pages were made live, the company started to see an immediate flow of traffic (somewhat helped by their promotion through a physical store) which turned into a heap of orders making their first month working with me a very exciting one.
After a total of 5 months a large increase in traffic from Search Engines could be seen (the likes of Google, Bing & Yahoo in particular), with a number of pages now holding spots on the first page of Google for the preferred keyword. This lead to a massive traffic increase from being almost non-existent, to the main source of traffic for the business, averaging 1,500 monthly visitors with an almost doubled on-page time from 45 seconds to around 90.