The owners describe the benefits of the improvements to the site as follows
Increased Direct Sales – ‘The new launch increased sales and appealed to a broader audience – young and old’. The annual turnover of the business has increased from £250,000 to £350,000 and this is mainly attributable to the new web site. The high profile launch aimed at existing customers, the greater visibility in search engines, and the greater usability of the site have all contributed to this.
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- Improved Promotion of the Whole Range of Stock – seated french press ‘We started selling stuff that we hadn’t sold before’. The changes in navigation, particularly division into two market segments (military and outdoors) and greater use of sub-categories, meant that products were easier to find and hence easier to buy, leading to increased sales of products that had previously been slow sellers.
- New Customers – ‘We now send more items abroad’. The better performance of the site in search engines has led to an increase in orders from new customers and from abroad. The company now has regular sales to Canada, Australia, New Zealand and various European states. 60% of orders are from new customers – not bad for a business that initially set up on the premise of a niche market for UK based cadet forces.
- adding Value to the Brand – ‘New corporate clients could look at our Web site and see we weren’t flyby-night and that we meant businesses. Improvements to the design have raised confidence levels in visitors and this has led to increased sales.
But perhaps more significantly, the professional image of the site was a good boost to confidence for potential business partners in the emerging business-to business division that started to trade as North Star Contracts.
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