Talk to an expert
Want a one on one conversation with a web marketing expert? Go NowSearch Engine Friendly Shopping Cart for Lab Depot
The Situation
The Lab Depot is a 12 year-old corporation with a successful track record of consulting with and supplying the equipment needs of scientific and medical laboratories around the U.S. Although The Lab Depot had been growing its offline business at a consistent rate, the owners realized the company needed an to enhance its online presence and Internet marketing strategy.
Lab Depot's existing website had several limitations:
- The corporate image and depth of the company was not adequately portrayed by the site;
- The architecture of the site was not built to accommodate the large number of products Lab Depot carried;
- The administration of the site was cumbersome and time consuming to maintain;
- The system could not accommodate account-based pricing for repeat customers;
- The dynamic content was not search engine friendly.
The Solution
Red Clay Interactive's solution was to develop an e-commerce website that addressed these limitations and met several objectives. It needed to make buying lab supplies easy while also giving customers the peace of mind of knowing they were buying from an actual "brick-and-mortar" company. Also, Lab Depot needed a website with the capacity for processing large numbers of orders, the ability to easily maintain the site, and an Internet marketing strategy that would increase traffic and sales from unpaid listings in search engines.
The new website utilizes a completely custom shopping cart and product administration system that controls everything from inventory and customer management to search engine positioning and secure transactions. An easy-to-use administrative interface allows Lab Depot employees to maintain the entire website without special software or outside assistance.
An account-based pricing system was developed to allow repeat customers to receive special, negotiated pricing for commonly ordered products. This feature helped to convert existing customers to Internet ordering which required less manpower and overhead to process and manage. Once the account is set up, customers can log in and order products at their discount rate on a routine basis.
The Results
Positive customer feedback started pouring in within a weeks of the website's launch, citing ease of navigation, user friendliness and the overall interface design as key features of the new site. And just as importantly, the aggressive search engine marketing campaign has proven successful, showing an immediate upward trend in sales conversions. Additionally, overall traffic has increased from under 5,000 unique visitors to more than 100,000 per month in just six months.
To ensure the marketing campaign continues to provide positive results, Red Clay developed a customer tracking system that records what keywords customers used to find the site, what search engine they came from, and how many times they visited the site before making a purchase and whether the purchase originated from a paid or unpaid listing. This information is then used to refine future marketing efforts.
The Lab Depot is a 12 year-old corporation with a successful track record of consulting with and supplying the equipment needs of scientific and medical laboratories around the U.S. Although The Lab Depot had been growing its offline business at a consistent rate, the owners realized the company needed an to enhance its online presence and Internet marketing strategy.
Lab Depot's existing website had several limitations:
- The corporate image and depth of the company was not adequately portrayed by the site;
- The architecture of the site was not built to accommodate the large number of products Lab Depot carried;
- The administration of the site was cumbersome and time consuming to maintain;
- The system could not accommodate account-based pricing for repeat customers;
- The dynamic content was not search engine friendly.
The Solution
Red Clay Interactive's solution was to develop an e-commerce website that addressed these limitations and met several objectives. It needed to make buying lab supplies easy while also giving customers the peace of mind of knowing they were buying from an actual "brick-and-mortar" company. Also, Lab Depot needed a website with the capacity for processing large numbers of orders, the ability to easily maintain the site, and an Internet marketing strategy that would increase traffic and sales from unpaid listings in search engines.
The new website utilizes a completely custom shopping cart and product administration system that controls everything from inventory and customer management to search engine positioning and secure transactions. An easy-to-use administrative interface allows Lab Depot employees to maintain the entire website without special software or outside assistance.
An account-based pricing system was developed to allow repeat customers to receive special, negotiated pricing for commonly ordered products. This feature helped to convert existing customers to Internet ordering which required less manpower and overhead to process and manage. Once the account is set up, customers can log in and order products at their discount rate on a routine basis.
The Results
Positive customer feedback started pouring in within a weeks of the website's launch, citing ease of navigation, user friendliness and the overall interface design as key features of the new site. And just as importantly, the aggressive search engine marketing campaign has proven successful, showing an immediate upward trend in sales conversions. Additionally, overall traffic has increased from under 5,000 unique visitors to more than 100,000 per month in just six months.
To ensure the marketing campaign continues to provide positive results, Red Clay developed a customer tracking system that records what keywords customers used to find the site, what search engine they came from, and how many times they visited the site before making a purchase and whether the purchase originated from a paid or unpaid listing. This information is then used to refine future marketing efforts.
© 2009 Red Clay Interactive