Division 7 Supply stands out in supplying building materials and safety equipment tailored for the roofing, insulation, crawlspace, and wildlife industries. With a commitment to punctuality and excellence encapsulated in their motto, “On time and right the first time,” the company has been a trusted name in its sector. Despite their offline success, Division 7 Supply faced challenges increasing their online sales and visibility.
Challenge
The company approached The Conversion Mill to enhance their online presence and sales. A preliminary technical audit of their Magento-built website revealed significant issues: slow page loads, frequent 4xx and 5xx errors, and a lack of SEO fundamentals like meta tags and schema markup. These issues not only degraded user experience but also hampered the site’s organic search rankings.
Strategy
1. Website Overhaul:
- Hosting and Security: Transitioned to AWS for robust hosting and integrated Cloudflare to enhance site security and caching.
- Navigation and User Experience: Overhauled site architecture to provide streamlined navigation tailored to various industry-specific needs, enabling easier product discovery.
2. SEO Enhancement:
- On-Page Optimization: Revamped product detail pages with relevant markup, SEO-enriched descriptions, and optimized images.
- Link Building: Implemented a comprehensive backlink strategy to boost domain authority.
- Local SEO: Enhanced visibility through consistent NAP (Name, Address, Phone Number) citations across relevant directories.
3. Paid Advertising:
- Google Ads: Developed targeted search ad campaigns for key products and a Google Shopping campaign to direct traffic to product pages.
- Remarketing: Launched campaigns to re-engage visitors who had not completed a purchase, achieving an average return on advertising spend of 10:1.
4. Email Marketing:
- Implemented automated, behavior-based email campaigns targeting both new subscribers and past customers. These emails provided content relevant to users’ interests and position in the sales cycle, based on their interaction with the site and previous purchases.
Results
The comprehensive digital strategy delivered spectacular results, culminating in a 3758% growth in monthly online sales. The improved user experience, coupled with strategic SEO and targeted advertising, not only enhanced site functionality but dramatically increased online visibility and customer engagement.
Conclusion
The digital overhaul of Division 7 Supply by The Conversion Mill showcases the potential of a well-rounded digital strategy to transform online sales for businesses struggling with digital adoption. This case study exemplifies how technical improvements tied with strategic marketing efforts can harmonize to produce remarkable business outcomes, echoing the company’s ethos of getting things “right the first time.”
