Operating in over 130 countries, Total is the 5th largest integrated energy supply company in the world. Employing over 96,000 people throughout the world Total have interests in mining, oil exploration and refining. As one of the largest companies within the energy sector, Total actively invests in renewable sources of power including solar, marine and biofuels. In 2009 Total’s global sales topped €131bn and with active investment in emerging technology's they continue to grow year on year.
Beyond their oil interests Total is fast becoming a leading energy supplier to the business sector in the UK. Since 1987 Total Gas & Power have become a market leader in the supply of gas and electricity to all types of businesses across some 50,000 sites. Working with small to medium sized businesses and large industrial and commercial organisations, Total supply natural gas to thousands of businesses throughout the UK and are the market leader in this highly competitive sector.
With a recognised brand presence within the market and a growing reputation for cost effective energy solutions for business, Total needed a website that portrayed the brand as one of the UK’s leading business energy providers. Online since 2003 their website had become an out-dated system that lacked the interactive features needed to bring to life the brand and their services. Looking to effectively start with a blank sheet of paper, Total needed a website that would bring to life their brand, services and their understanding of end users requirements. With a focus on conversion, Total actively sort a digital marketing consultancy that could interpret their brand requirements and deliver a consistent high level of conversions.
Beyond the requirement for a more considered website, Total recognised the growth of the internet as the primary tool for businesses researching energy suppliers. Since the websites inception in 2003 the focus has been developing functionality focussed on their existing customers; however as the role of Google dramatically increased and the ability of businesses to easily source alternative options developed, Total had remained largely static. Taking this into consideration a major factor in the development of the new site was to create a presence that embraced all opportunities for search engine optimisation. Operating in a competitive marketplace, Total wanted to work with a full service digital agency that could interpret visual look and feel, with conversion know how and seo expertise.
With a focus on the end user, 9xb carried out audience profiling to help develop the creative direction. The initial research highlighted the types of business that Total not only worked with but also with which the brand appealed. The digital creative team developed concepts that put the customer first, effectively aligning the end user’s needs, wants and desires with the services offered by Total. The finished concepts present a look and feel that is truly reflective of the overall Total brand whilst giving Gas & Power its own unique identity. Conversion optimised throughout, the creative adopts the latest ‘trigger’ pattern technique, thus understanding where the hot-spots (areas where people are most likely to click) are and driving completions (conversion!).
With a user-centric design the technical development team created a fluid system that led the user from click to conversion. Utilising the ‘Zend’ platform and developed using the Peracto content management system, 9xb provided a feature rich CMS that allows the Total team to control all elements of the website whilst maintaining a professional look and feel. The project was widely praised by the Total team, who after one training session have successful adopted the functionality and commissioned 9xb to create bespoke customer functions allowing greater online interaction between brand and end user.
At the core of all 9xb projects is our ethos of ‘Conversion Search’, the understanding that all online marketing activity should lead to success. In approaching this project the online marketing team took an active approach to consulting and developing the website. Working to 9xb’s ‘SEO Blueprint’ (leading best practice in SEO) the new Total website provides search engines with a content rich, well positioned and open structure. From launch, the site has dramatically increased its online presence with broader keyword coverage, top 10 search results for primary phrases and conversions up by 35%. Adopting an on-going process of search engine optimisation Total continue to develop their online presence and are fast aligning themselves with the market leading competition.
Total knew they had to completely rework their online proposition and after a competitive pitch process 9xb where chosen for their brand experience working with companies such as Tesco, Marks & Spencer and Mars. Demonstrating an inherent knowledge of the end user, 9xb successfully created a new website that has increased traffic by 45%, conversions by 35% and improved the presence of the brand with top 10 search results for their primary terms. With a ongoing relationship, 9xb are helping Total evolve their digital marketing collateral with the development of ground breaking interactive tools.
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