- +40%
HVAC and EMS Parts Supplier
Leveraging Owned Content to Appeal to Diverse Audiences
About HVAC and EMS Parts Supplier
This eCommerce company specializes in sourcing certified-pre-owned HVAC and EMS parts for homeowners and HVAC contractors working for hospitals, schools, offices and government buildings. The company’s goal is to help more customers obtain hard-to-find and out-of-production HVAC/EMS controls at the lowest cost.
eCommerce Orders (Year-over-Year)
Revenue
Return on Advertising Spend (RoAS)
Conversion Rate
The challenge
The client came to Phoenix Coderex because its eCommerce website was gaining little to no online presence, traffic or sales. Our initial conversion rate optimization (CRO) audit revealed the following results:
- A bounce rate of 61.4 percent, with almost similar results for both mobile and desktop.
- Website visitors typically jump from one page to another, which indicates they did not find what they are looking for or are not convinced to make a purchase.
- About 55 percent of all sessions view a product, but only 8.8 percent of users add a product to their shopping cart.
- The website did not have a trust signal (i.e., product reviews, client testimonials, etc.).
- Most of the products did not have a description.
THE SOLUTION
Our digital marketing experts performed a comprehensive CRO audit, Search Console audit, technical audit and backlink analysis to determine the right direction for the client’s site optimization and PPC campaign.
Pay Per Click Advertising
With a limited budget from the client, we focused on search campaigns targeting product part numbers and very tight keyword themes to boost initial sales for the top seller products.
After establishing a relationship and providing good results for the company, the client increased its marketing budget, which opened up new opportunities for us. Our PPC specialists expanded into Google Shopping and Smart Shopping campaigns that use artificial intelligence (AI) and machine learning and bidding automation to improve results to where they are today.
Search Engine Optimization
Our SEO solutions revolved around technical site optimizations and product page updates. We aligned our SEO strategy with the client’s goals and began optimizing the highest-priority product pages to ensure we were working in order of the highest impact.
Initially, we performed extensive keyword research and mapping to determine high-performing, relevant search terms for each product page. After finalizing the keyword list, we updated the product titles and descriptions to be more search-friendly and keyword-rich. We also reviewed interlinking and keyword density and created new blog content to drive more traffic to the website and establish the client’s thought-leadership brand.
Additionally, our SEO experts helped build up the client’s profile with quality backlinks to boost the website’s SEO performance and rank high in relevant search results.
Services Used:
STRENGTH IN NUMBERS
Phoenix Coderex impact
Phoenix Coderex’s digital marketing experts used their strategic, creative and technical skills to:
- Create a new SEO-optimized, conversion-centered, well-designed website that’s aesthetically pleasing.
- Write search engine optimized, quality content to fuel organic search results, lead generation and conversions.
- Conduct a comprehensive audit and keyword research to identify and implement changes so the website ranks high on Google and other search engines.
- Improve visitors’ website experience with responsive web design that looks and works its best on every screen size and device.
- Manage social media to increase brand awareness and turn each social account into a lead generator.
Ready to grow your revenue with Phoenix Coderex? Get a Free Consultation to Boost Your Business.
