Melbourne Brick Company has four outdoor living centres in Glen Iris, Hallam, Hoppers Crossing and Bayswater.
As a longstanding retail business, Melbourne Brick determined that buyers were using the web more and more to find suppliers and to educate themselves before making purchasing decisions.
Acknowledging the shift in buyer behaviour, Melbourne Brick engaged Bitemark to implement a web marketing program to increase the effectiveness of their website.
Challenge:
Increase direct sales opportunities and measure the effectiveness of the website.
Response:
Bitemark implemented a web marketing program that included:
- Search engine marketing (Pay per click and organic search)
- Conversion rate analysis and optimisation
- Website measurement
Search Engine Marketing:
We targeted Google with organic search terms including “bricks Melbourne”, “pavers Melbourne”, “retaining walls Melbourne” and “DIY retaining walls“.
A pay per click search program was also developed to target and test a wide range of terms.
Conversion Rate Optimisation:
Initially the Melbourne Brick website was generating very few direct leads. There were no in store mechanisms in place to determine who dropped in or called as a result of finding the website.
Firstly, we implemented Google Analytics to track website statistics.
We also implemented a contact form tracking system to give us conversion rates and to determine where contacts came from to get to the web site.
Melbourne Brick staff implemented a program of tracking leads in store.
Lastly, we placed a contact form with the call to action on each page.
Results:
Number 1 Google rankings on many of our targeted terms resulted in a traffic increase of 300% over a 12 month period.
Contact form conversion rate increased by 2400%.
The bottom line effect is that the program has returned its investment many times over.
About Brett Gilbertson