How to increase sales in Moscow up to 60% during the crisis? The success story of one company
Hello! In this article I will talk about how a manufacturer of baby and sports equipment in the period from 2014 to 2017, it raised sales by 60% and increased market share by 3.5% with the right approach to Internet marketing.
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Group of Companies "Fun" more than 10 years operates on the Russian trading-the industrial market, operates mainly in the Central regions of Russia. Own production is located in the Moscow and Bryansk regions.
The main mission of the "Fun" is the improvement of the organization of children's leisure – manufacture and supply to the Russian market and learning the child equipment of high quality with maximum level of security. Great attention is paid to the device of street playgrounds for active sports – volleyball, basketball, football.
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The group Companies in 2014 were required to organize a quality and effective customer engagement on the web how to resize offline channels in conditions of a rigid competition in Moscow was not possible. For solving of tasks of GK "Fun" applied to the Internet Agency "Web Center", in which I run my marketing Department. In the strategy of the online agencies to increase the client's sales were 3 main areas. the combination of these three directions was to provide a stable revenue and profit growth Group of Companies:
1. A complete reworking a legacy site.
2. High quality SEO promotion.
3. Implemented a process to increase the conversion.
I'll tell you more about each stage, I think that these practical knowledge will be useful to many readers.
Step 1. Remodel website
In the new zabava-sport.ru have been implemented
the
Step 2. Doing the right SEO promotion
An analysis was conducted of data and preparation of site:
the
Further, on the basis of the analysis was prepared the terms of reference and plan of study landing pages (content plan). Then began making changes to the site in accordance with the technical specifications:
the
After the main works a few times a month, we always perform analysis of results, searched for problems, work on solving and continuous improvement of site positions in search results.
Friends, I understand that SEO work is described rather superficially, but to describe in detail the process, it would take several articles. Therefore, anyone interested are free to send detailed check-list in SEO-promotion, which we use in the online Agency. To do this, contact me in any convenient way, contacts are available in profile.
Step 3. Increase the visitor conversion rate
Increasing conversion and marketing properties of the website – cyclic process which consists of the following main steps:
In detail I described the process increase the conversion this article on habré, it has not lost relevance, use.
the
steady growth of search traffic, low bounce rate
From 2014 to 2017 Yandex.This metric shows the steady growth of traffic on a seasonally adjusted basis:
Below shows the growth in search traffic in may (last 4 years)
The share of search traffic over the past year is 72.6%
The bounce rate on the website is decreasing every year, and the depth of the display is increasing:
sales Growth of 60%, the gross profit is 30%, market share – 3.5%
the
Friends, I have the opportunity to share not only stories of creation and promotion of sites. Case studies of CRM systems implementation, livaki for management of contextual advertising, retargeting. What would you like to read first? Write in the comments or vote in the poll.
Article based on information from habrahabr.ru
the
about us
Group of Companies "Fun" more than 10 years operates on the Russian trading-the industrial market, operates mainly in the Central regions of Russia. Own production is located in the Moscow and Bryansk regions.
The main mission of the "Fun" is the improvement of the organization of children's leisure – manufacture and supply to the Russian market and learning the child equipment of high quality with maximum level of security. Great attention is paid to the device of street playgrounds for active sports – volleyball, basketball, football.
the
a Problem – the lack of growth of sales when increasing output
"We started a business in Moscow, then went to the regions. 2014 has built more than 40 sites, 90% of them in the capital region. Attracted customers by advertising products through catalogs, booklets and presentations. 40% of sales brought us a website and promotion online. With the expansion of production arose the acute problem of lack of new customers, no sales growth. We understand that our website and its promotion need improvement"Alexei Krasnikov, General Director GK "Fun"
The group Companies in 2014 were required to organize a quality and effective customer engagement on the web how to resize offline channels in conditions of a rigid competition in Moscow was not possible. For solving of tasks of GK "Fun" applied to the Internet Agency "Web Center", in which I run my marketing Department. In the strategy of the online agencies to increase the client's sales were 3 main areas. the combination of these three directions was to provide a stable revenue and profit growth Group of Companies:
1. A complete reworking a legacy site.
2. High quality SEO promotion.
3. Implemented a process to increase the conversion.
I'll tell you more about each stage, I think that these practical knowledge will be useful to many readers.
Step 1. Remodel website
"Today, companies are doing a complete redesign of the website an average of 1 every 4-5 years, and this period shall be reduced each year. This is due to the development of new technologies and tools, the capabilities of the CMS by changing the behavior of Network users. By 2014, the website of GC "Fun" is very outdated in terms of technology – he was not responsive, CMS did not allow to seriously improve SEO promotion. High competition in the Moscow market has made it difficult to hold the company's position in the search engines"Roman Plotnikov, Director of Internet Agency "Web Center"
In the new zabava-sport.ru have been implemented
the
-
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- responsive design. the
- a Full directory, with the possibility of quick feedback. the
- Section with the finished project playgrounds. the
- Information about completed projects with photos. the
- Content sections of your website for quality SEO.
Step 2. Doing the right SEO promotion
An analysis was conducted of data and preparation of site:
the
-
the
- check domain age, external links, sanctions, and analysis of content the
- checking of competitors, comparison of the semantic cores, the
- distribution of promoted queries and defining landing pages the
- technical review to improve indexing speed the
- for metadata generation, the "right" snippet, etc.
Further, on the basis of the analysis was prepared the terms of reference and plan of study landing pages (content plan). Then began making changes to the site in accordance with the technical specifications:
the
-
the
- assigning unique metadata to all pages of your website, Title tags, H1, attributes of the images, optimization of headers, the
- configuration file "robots" and "sitemap", the
- work with Yandex.Webmaster, the
- copywriting for landing pages the
- work on commercial and behavioural factors the
- optimization of site navigation, etc.
After the main works a few times a month, we always perform analysis of results, searched for problems, work on solving and continuous improvement of site positions in search results.
Friends, I understand that SEO work is described rather superficially, but to describe in detail the process, it would take several articles. Therefore, anyone interested are free to send detailed check-list in SEO-promotion, which we use in the online Agency. To do this, contact me in any convenient way, contacts are available in profile.
Step 3. Increase the visitor conversion rate
Increasing conversion and marketing properties of the website – cyclic process which consists of the following main steps:
-
the
- data Analysis and key performance indicators of the site (technical analysis, heuristic analysis, usability analysis, web Analytics). the
- Extension reasonable hypotheses for improving conversion and A/B testing. the
- bug fixes, improvements and experiments to increase conversion rates.
In detail I described the process increase the conversion this article on habré, it has not lost relevance, use.
the
Where are the results?
steady growth of search traffic, low bounce rate
From 2014 to 2017 Yandex.This metric shows the steady growth of traffic on a seasonally adjusted basis:
Below shows the growth in search traffic in may (last 4 years)
The share of search traffic over the past year is 72.6%
The bounce rate on the website is decreasing every year, and the depth of the display is increasing:
sales Growth of 60%, the gross profit is 30%, market share – 3.5%
"Sales are growing in line with performance analysts in Moscow and in other regions of Central Russia. From 2014 to 2017, sales increased by 60%, gross profit by 30%, and we increased market share by 3.5%. The increase of the volume of work amounted to 250%. In addition, 40% increased production in the regions"Alexei Krasnikov, General Director GK "Fun"
the
a question to the readers
Friends, I have the opportunity to share not only stories of creation and promotion of sites. Case studies of CRM systems implementation, livaki for management of contextual advertising, retargeting. What would you like to read first? Write in the comments or vote in the poll.
