In 2010 the UK tile market was worth an estimated £431 million and despite the down turn in the housing market in recent years, had only experienced limited decline. Largely fuelled by the British public’s hunger to develop and improve their home the tile sector has remained strong in line with the DIY and home improvements sector in general. With growth forecasted between 2012 and 2015 at approximately 5-6% the market is expected to be worth around £515m. A large factor in the continued buoyancy has been the transition from selling from the traditional industrial unit to online channels where the customer can source more varied products at greatly reduced prices.
Since 2004 Travertine Direct has been developing their presence as the leading supplier of tiles in the UK. An authority in the sourcing and distribution of travertine, porcelain, ceramic, natural stone and many more tiles, Travertine Direct today supply consumers and business throughout the UK and Europe. A purely online business Travertine Direct are actively investing and developing their online profile to help drive business growth and achieve their end goal of being the no.1 tile retailer in the UK. With a reputation for exceptional customer service, outstanding prices and authoritative understanding of the sector, Travertine Direct is a progressive digital market leader.
With rapid growth through progressive adoption of paid search and search engine optimisation Travertine Direct understood the benefits of creating a considered online marketing strategy. However, whilst their internal management had delivered a good level of success they required a digital marketing agency that could help them move to the next level, implementing cost savings and delivering higher levels of conversions.
Outreaching to a number of internet marketing agencies, Travertine Direct provided a brief heavily focussed on conversion optimisation and the alignment of PPC channels with SEO to cost effectively reduce ad spend whilst improving sales. A key part of the brief was an understanding of the companies audience, market place and how best to take Travertine from a recognised brand to the leading company in the sector.
Adopting an existing campaign is never easy and one that delivers good traffic with conversions doubles the challenge. However, ever excited by the opportunity to make a difference the 9xb online marketing team began with carrying out a conversion potential audit by reviewing the trigger points throughout the site. Understanding that the campaign delivered good levels of traffic meant the team needed to concentrate on how that flow of visitors could become customers. Through mapping out the user journey the online marketing consultant developed a streamlined user experience from click to purchase and improved conversion 50% year on year.
Once the destination had been improved the paid search consultant began to forensically review the existing PPC campaign. With a focus on improving budget efficiencies whilst increasing clicks, the paid search adopted the 9xb model of ‘Knowledge’, understanding the intrinsic elements of the paid search campaign, ‘Application’, apply a test and conquer approach, thus learning and perfecting throughout and finally ‘Deliver.’ That’s delivering on the client’s objectives and with click through rates increasing by 15% and conversion increasing by 30% we know we’re doing a great job!
With the PPC campaign evolving we introduced our ethos of ‘Conversion Search’ to their search engine optimisation. Working with the client, 9xb developed a content and link building strategy to help improve their presence in all categories of tiles. Within six months the seo consultant had delivered top 10 results and top 3 results for the highest conversion phrases. Managing the whole campaign allowed both paid and organic consultants to come together to understand which channel converts highest and how activity can be aligned…this is on-going so keep checking back for results.
So, perhaps I should start off by defining what exactly I mean by Offline SEO? I suppose its best summed up as "using offline methods to generate online noise". So why then, ......
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After a fantastic year of helping our existing (and new) clients make the most of their digital potential today we're celebrating being nominated for three DADI awards. Recog......
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