Fairmont Supply is a large industrial MRO company based out of Pennsylvania. We were brought in to determine why the website was not attracting enough traffic from search engines, and why the visitors that were coming to the site weren't converting.
This type of work was right in our wheelhouse, it involved Search Engine Optimization (SEO) to get more visitors to the website, and then Conversion Optimization, Usability Testing (UX) and Post-Click Analysis to convert more of those users into customers.
The first thing we did was perform an in-depth SEO audit of the website and a full-blown UX assessment of the entire shopping and checkout process. They were using an ERP by Infor, and this ERP acted as their frontend website/CMS as well as performing crucial backend business processes for inventory, order tracking etc. for the hundreds of thousands of products and variants in their system.
Our audit process uncovered a series of problems that were not only contributing to the lack of traffic from search engines, but which were having an impact on the usability of the website itself. This is fairly common with larger eCommerce sites and it's something that isn't always factored in when laying out how a site should be structured. These are foundational issues with a website and they have a tremendous impact on user experience and SEO.
Once we identified the issues we sat down with the team at Fairmont Supply and put together a plan of action. Even when using a hosted ERP, or where a business is otherwise limited in their ability to make changes to established business processes, there are many things that can be done to improve the usability of a website and conversion funnel leading to significant increases in revenue.
We made a lot of changes to the way products were organized into categories and subcategories on the site to improve site usability and search functionality on the site. We then went to work on copywriting to ensure the numerous category and subcategory content descriptions were optimized not just to improve traffic from search engines, but more importantly for site visitors. We also spent a lot of time implementing SEO best practices sitewide to ensure proper use of page titles, header tags, product and category image optimization, meta descriptions to improve search CTR and a host of other improvements.
This not only helped Google and Bing index their pages better, but it had the added benefit of improving the internal search function of the website itself.
It's fairly common for large eCommerce sites to suffer from duplicate content, and in fact to have the same product descriptions as competitors since these are often supplied by product vendors and entered into the system with no thought about how it affects SEO. We helped solve that problem as well and the results were staggering.
As you can see from the pie chart at the top of the case study, organic search traffic increased from the smallest source of traffic at just over 23%, to the largest source of traffic at almost 45%. Most importantly, we more than doubled the traffic coming from Google.
We pride ourselves on understanding data, and an area we excel at is Post-Click Analysis. It's one thing to get more traffic to your website, but what you do with that traffic is even more important. For Fairmont Supply this involved a deep dive into the analytics on a regular basis. Through our ongoing analysis of their traffic we were able to determine based on site usage what changes needed to be made to the site in order to maximize sales and revenue.
Our process for Conversion Optimization included A/B testing and multivariate testing where possible as well as custom event tracking beyond standard eCommerce revenue goals. With our data analysis & testing process in place, we went to work making incremental improvements to the site.
Working with the team at Hunch Free was a great way to increase organic searches on our website and drive conversion rates upward. We were surprised to see how the recommendations they offered made such a large impact in user experience and more hits on the site. What we like the most was the knowledge they brought to the table in all aspects of web design and development and their ability to enhance our existing software designs.
Matt Babko, Director of Information Technology
The team at Fairmont Supply was great to work with. Our dream client is an organization that understands they have a problem, and who is open to making the necessary changes to fix the problem, and these guys were exactly that.
The end result was a website for our client that attracted far more traffic than ever before, and converted that traffic into sales at a significantly higher rate. This is what we do. Get in touch with us to see how we can help you too.Get in touch with us to see how we can help you too