Case Study: Uniblitz
Solutions Provided
Branding -
Logo and Corporate Identity Design,
Website Design,
Web Programming,
Online Marketing -
SEO,
PPC,
SEO Consulting link building,
initial SEO assessment and discovery,
Competitor Analysis,
Content Management System (CMS), Web Applications including eCommerce Shopping Cart, Document Center, Advertising Design, Media Spending, Trade Show Services including booth design, sales sheets, and analytics.
Campaign Highlights
Atomic Design Increased Uniblitz's Organic Non-Branded Traffic By 88.2% Within First 3 Months
(first 3 months of campaign)
88.2 % increase in non-branded organic site traffic (VS. a 9% increase
for branded keywords)
63.9 % increase in the percentage of traffic via search engines
(versus direct and referral traffic)
59.2 % increase in total site traffic
54.3 % increase in # of different organic keywords driving traffic to site
32.2 % increase in total organic site traffic
Technologies
Platform: Windows Front End: ASP.net Shopping Cart, CMS Database: MS SQL
Web Address:
http://www.Uniblitz.com
New Online Marketing Strategy Results in Higher ROI for Uniblitz
Business
Uniblitz began operations in 1969. Neil Armstrong walked on the moon, and Vincent Associates shipped the first UNIBLITZ ® Electronic Shutter. Growing since then to become one of the World's leaders in the electro-programmable shutter industry. Uniblitz established itself by providing quality solutions and high operational life of all shutters. To extend it's Global client base Uniblitz launched it's first e-commerce website in 2003.
Knowing it had to compete with larger competition, that did not just focus on shutters, Uniblitz contacted Atomic Design to develop a world-class website and deliver effective online marketing campaigns to help ensure the success of it's new initiative. In doing so, Uniblitz joined a roster of Atomic Design clients that have tapped the agency's interactive marketing and website development expertise.
"We had to cover all the bases to re-introduce our existing brand and new product lines into the online marketplace," says Stephen Pasquarella, Senior Vice President for Uniblitz.com. "We combined best practice web design with strategies for online marketing and comprehensive web analytics to maximize results."
"Based on the superb results we've achieved with Atomic Design, we look forward to future success through our partnership."
Stephen Pasquarella, Senior Vice President for Uniblitz
Approach
In online purchasing, even the smallest frustration or uncertainty can waylay customers. The wide variety of options makes it challenging to communicate a proper solution to customers. Customers must select a variety of variables including country code, housing, Blade Finish, and sync option. If the process seems too lengthy or complex, then customers may abandon their efforts.
"Based on data from Atomic Design we were able to track how effective our advertising and website were. Our new brand is clean and memorable; our site easy to navigate and make a purchase; our online marketing more effective than traditional print and extremely easy to track and modify."
Aware of the increased online competition Uniblitz partnered with Atomic Design to maximize the effectiveness of interactive marketing campaigns, reposition the company, and recreate the website and shopping cart to acquire — and keep — online customers.
"We knew this initiative would be extremely important for Uniblitz," says Pasquarella. "We needed to keep a pulse on which keywords and campaigns were most effective, and ensure a positive experience for users, as well as track cart abandonment rates. Of course, we also had to continually fine-tune site design and application processes in order to boost conversion rates."
Atomic Design embarked on a complete rebranding, new website design and shopping cart, media spend campaign, and online marketing initiatives. Based on past experience with other clients, they concluded that search-based advertising is more effective in driving traffic and garnering leads than traditional advertising, banner advertising or other online marketing efforts.
Results
Atomic Design and Uniblitz are completing three years of their marketing and web partnership. Uniblitz ranks on page one of the major search engines for their targeted keywords, all major statistics have improved, and new customers have been acquired. The results continue and more projects are in the works. By integrating Analytics, Atomic Design has a closed-loop view of online marketing efforts. "Uniblitz can see where leads came from, even down to knowing which keyword a customer searched on to land on the site," according to Chris Hanna, Atomic Design's President "This level of detail is extremely powerful in shaping ongoing advertising campaigns and acquiring the most desirable customers."
Three Month Traffic Increase and Branded Traffic Sources
% Increase In Search
Engine Traffic
Traffic Sources*
* Non Branded Traffic demonstrates the percentage of website visitors that did not type the specific company brand name in the search engines. This is important to show new customers that found the site through organic search engineered by SEO.
Search Engine Traffic
Site Usage Increase
54.3% Keywords
63.9% Search Engine Traffic
49.5% New Visits
59.2% Site Traffic
* Statistics are based on real world data