National Retailer // eCommerce
Heavy Construction Equipment
Abstract:
Roundhouse Consulting was contracted to recover the harm done by a previous agency during a web redesign relaunch and marketing campaign. The client was facing drastically reduced eCommerce traffic and revenue. This drop was at times close to a 90% reduction in historical revenue.
Strategies:
Roundhouse Consulting realized the need for a complete marketing and web strategy redesign from the ground up was necessary. Our strategy was to find immediate stop-gap solutions to stem the traffic and revenue hemorrhaging. We immediately corrected the failure to 301 redirect the old URL structure to the new Shopify-based hierarchy. Once the direst technical issues were resolved we began the long process of optimizing the thousands of products and categories present on the website. By using a prioritization system we were able to find high-margin products to generate massive gains in revenue over the mid to long-term.
The Skinny:
Overall, the client saw a modest gain in organic traffic due to the large nature of the needed recovery. The largest benefit to Roundhouse’s strategy was a massive increase in online revenue generated. This at times represented a 20-fold increase in revenue. (A Difference of 13k per month to 286k per month over the course of 2 years). By combining the long-term goals of gradual SEO and aggressive PPC strategies we were able to successfully save the client’s online retail presence and actively grow them to one of the preeminent vendors in their market.
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