Basco’s B2C presence was the polar opposite of their B2B dominance. Their key challenge was to launch a B2C website that would put their premium products in front of the general public, without the need for subsidisation from the wholesale arm of the business.
“It was obvious we needed to be online, so we went ahead and had an e-commerce store built for us. Naively, I thought that was all that was required to make sales, as our products would sell themselves. I was wrong.
The problem was…I didn’t know what the problem was! Revenue was poor and traffic almost non-existent. The website looked good and we knew our products were great, but something clearly wasn’t working.
We needed help.”
Basco had been approached by agencies offering seo services in the past, so they were aware of search engine optimisation services, but had been put off by the blinkered approach those agencies had.
“Their sole focus was keyword rankings. I got the concept: ranking higher = more site visits, but felt this was the only KPI those SEO agencies were interested in.
None of them mentioned the word every business owner is absorbed with: profits!
I wanted to know how to create and increase profit online…not one of the agencies we spoke to understood that”.
Fortunately, Basco found Edge45® through a personal recommendation and they were astounded by the stark contrast our approach had when compared to other agencies. Finally, an agency with a profit-led Ecommerce SEO strategy!
“Edge45® impressed us from the start. Their focus wasn’t just traffic, traffic, traffic. It was more nuanced. They cared about the visitors that landed on our site, explored what happened once they were there and, ultimately, maximised conversions.”
We tackled Basco’s dilemma with our brand-defining logical and analytical approach. Insights were drawn from the data available, and the results were clear – the company’s SEO, user experience, value proposition, and branding all needed an overhaul.
A two-step process was put in place: Drive more traffic, then maximise conversions.
PPC was utilised to push traffic to Basco’s site fast while our SEO team built their organic foundations. Both efforts were backed by comprehensive CRO to ensure every visitor to Basco’s website could clearly see the benefits associated with the company’s fantastic product range, thus providing a friction-free path from landing page to checkout.
“Edge45® has helped us develop a much clearer vision of our online business: better web structure; better focus on those who matter – our customers; better page rankings; increased traffic; increase in number of enquiries and, most importantly, an increase in turnover.
Fundamentally, Edge45® has made a significant difference to the way we operate online. They’ve grown our site’s revenue to a point where we can start treating it as a standalone business.
Thanks to Edge45®’s SEO services knowledge and experience in e-commerce SEO services, our brand is now ranking 100 times better in Google.”
