Vetark - Overview
Vetark is a specialist in pet nutrition and their products are well respected within the veterinary sector. We love the web has a long standing relationship with them, initially rebuilding their site and migrating them to a more effective Ecommerce system. More recently we carried out work following a Return On Investment Measurement Exercise, which has led to a 72% increase in sales compared with the same period last year.
The first step to address Vetark's requirements was to conduct a Return On Investment Measurement to examine exactly what Vetark's customers were doing and where. We analysed how customers interacted with the site and crunched the data before telling Vetark which improvements would generate the greatest increase in sales. Vetark could then make a sound business decision about how to best invest their money.
Increased awareness about customers' behaviour. Robust information on which to base business decisions.
Digital Strategy Development
The purpose of the Digital Strategy for Vetark was to increase the number of visitors to the site, turn visitors into customers and reduce the number of customers who dropped out before checking out. Taking the results of the ROI measurement we recommended that Vetark focus on making it easier for visitors to find the site through Search Engine Optimisation, easier to use when they got there by refreshing the site and easier to buy what they wanted by streamlining the checkout process. Simple.
A clear strategy based on rigorous analytics to guide Vetark through the development process.
The ROI measurement analytics highlighted to Vetark that some customers were filling up their baskets but failing to check out, crucially it also revealed why. So, we streamlined the check out process by implementing guest check outs and postcode look ups for addresses. The result: more customers completed their purchases and fewer dropped out.
Basket to check out conversion rate improved by 63%
Search Engine Optimisation
Google ranks web pages according to their subject matter and how important it perceives them. We reworked Vetark's pages so Google would immediately relate them to customer searches and then we increased the number of important inbound links to the website. Just to make sure, we then added Vetark's products on Google's Shopping service.
Visitors to the site increased by 43%.
About four years had passed since we built Vetark's original website and they wanted a new look and feel. We worked with the existing system and gave the original site a fresh look, making it easier for the customer to move around, view and pick up products.
No requirement to rebuild site so Vetark saved money.
Vetark originally came to us because they were unhappy with their Ecommerce system and their old site wasn't working for them. We built a new site and migrated them on to a new Ecommerce system. This has proved consistently efficient and has stood the test of time.
A system that works and a working relationship that has lasted.