The Challenge
Wilkinson were seeing a 50% year on year increase of web traffic which was marvellous but were concerned that this was not being reflected in online conversions where they were experiencing high abandoned basket rates.
Branch were asked to review the performance of Wilkinson's online business to identify ways of increasing conversions. Branch were convinced that Wilkinson could generate more awareness and revenue from site traffic and in particular could improve and boost basket values.
The Outcome
Branch audited Wilkinson’s current online marketing activities, comparing results with Best Practice and identifying opportunities to improve performance from past results of PPC, Affiliate, SEO and Email activities. In-depth team interviews were undertaken to assess current online marketing process, organisational structure, target setting and resource allocation. Post - audit, Branch created an online plan for 2010, focusing on acquisition and retention. Key issues were highlighted and a change of programme was developed.
The Results
Many recommendations identified by Branch to increase customer engagement and conversion have been phased in. To date, web traffic and conversions have increased and Wilkinson have exceeded all KPI’s set for 2010 online activity and are on target to deliver additional sales growth this year.