The MARAND Group of Companies is one of the largest manufacturers of sun protection systems (blinds, cornices, roller blinds) in the South of Russia. It would seem that an organization of this level should not have problems with clients. But working in the B2B segment has its own characteristics - it is necessary to constantly look for new customers to strengthen the brand and expand influence in the market.
For some time, the Marand Group website coped with this task. But then the positions began to sag, traffic to fall, the number of customers to decrease. When we started working, the client's website was in a deplorable state. Urgent measures were required:
Fix technical errors
Change SEO promotion strategy
Update information
Look for opportunities to increase conversions and return rates
Positive results were not long in coming!
Briefly about the client's business
Production of blinds, roller blinds, sun protection systems (B2B segment).
Main goal
Increasing position in search engines, attracting clients (large companies) to long-term cooperation.
Tasks
Ensure conversions and return of visitors to the site
Attract new customers from search
Structure the catalog
Analyze traffic behavior on the site
Difficulties and features of promotion
title">1. B2B (business to business) target audience
You need to fight for each client, since wholesale sales involve large transaction amounts. Conversions and return to the site are very important.
2. Individual price calculation
It is difficult to specify the cost, since it depends on the terms of cooperation with a specific client. And the lack of price information on the site reduces interest in making an order.
Completed works
1. Preparation of the semantic core.
2. Writing SEO-optimized articles in 2 stages.
3. Analyzing content for spam, keyword density, and nausea.
4. Finding and removing duplicate pages.
5. Removing “broken” links to missing sections.
6. Specifying the price range for all product items.
7. Adding “payment” sections and "delivery".
8. Transferring the site to the secure SSL protocol.
9. Implementing a feedback form to increase conversions.
10. Adding a section on installation services.
11. Identifying and fixing micro-markup errors.
12. Refinement of some pages for correct display on mobile devices.
13. Increasing page loading speed.
Problem and solution
1. Target audience are large companies
Such clients require special treatment, a different approach to ordering goods, and delivery guarantees are needed. It was necessary to achieve high conversion and return rate. To solve the problem, we made the site as convenient and attractive as possible. Changed the structure, provided a competent presentation of goods.
2. It is impossible to indicate the exact price for a goods
The client may consider the cost too high and go to a competitor. In order not to lose potential customers, we indicated the price range from the minimum cost.
Results
As a result of optimization, search traffic increased by 2 times. If the site was visited by 310 people in the first quarter, then in the last quarter the number of visitors increased to 650.
In the first year, we focused on studying user interest in the site.
Later, the specific actions of visitors (placing an order) became the subject of research. The goal of increasing the visitor-client conversion was achieved.
Already in the first year of promotion, we were able to significantly increase the customer return rate, by now they have grown by another 2 times.
The site consistently occupies high positions in the TOP-10 search engines systems.
Plans for further development
1. Develop and implement a section of promotional offers. The corresponding slides will be displayed in the banner on the main page.
2. Publication of current news in order to improve the company's image and increase customer confidence.
3. Description of the guarantees provided.
4. Add a section with a portfolio — "Our works".
5. Add parameters of the offered products (characteristics, color).
6. Perform internal cross-linking of product cards.
Results
The client's website acquired all the necessary attributes for successful operation, including a secure SSL certificate, convenient feedback forms, correct micro-markup and page adaptation for mobile devices. We added information about the minimum cost of product items, which contributed to the growth of visitor engagement.
The joint efforts of SEO specialists, marketers and copywriters have borne fruit! About 82% of key phrases by which the client is promoted are in the TOP-10 search engines Yandex and Google. Return rates have doubled, conversions have increased. The site consistently brings in new customers, and we continue to look for additional growth points.