Parallel Imported

You need an expert who understands how things work online. You can’t just stick your brochure up there and expect it to work. You have to have a different pricing strategy for online, different incentives, etc, because your customers react differently online.

The fast track to making more sales online

We quadrupled this company’s turnover in just four months by discovering and delivering what their customers wanted.

The Problem | Enough visitors – they just weren’t staying long enough

Parallel Imported came to us unhappy with the performance of their existing e-commerce website. The problem wasn’t traffic: visitor numbers were high, but so was the bounce rate.

Also, the client was spending a lot of money sending out thousands of flyers in Auckland, but because there was no visual continuity between the flyer and the website, visitors responding to the flyer would immediately leave.

And finally, the company’s penetration was Auckland-only because their physical stores were Auckland-only. They felt the best way to grow the business nationwide was online – so they wanted our help with that too.

The Solution | Give them what they want – fast!

We applied best practice to the construction of a new website, incorporated the client’s new brand guidelines, conducted pre-planning services, and put the site live.

Following the ‘go live’, the new website showed a dramatic improvement from the old site.   But Parallel Imported wanted more.

Parallel Imported came back to us a few months later with a renewed commitment to getting better results so we put them on our Fast Track Services. These consist of monthly reviews of the website’s analytics to define visitor behaviour and identify the website’s performance issues. We then recommend and implement changes based on this data, assess the effectiveness of the changes, and measure their impact.

The great thing about this service is that once you make one change, it continuously delivers a positive impact – it’s not like paying for a print advertisement where the impacts on your business are temporary.

Many changes were implemented to radically improve the customer experience, which we were able to demonstrate through improved Google Analytics data month on month.

The Results | Attract more, convert more, sell more

So what happened? After four months of our Fast Track Services, the traffic to the site, the conversion rates, and the overall revenue all went through the roof.

Branded and unbranded keyword traffic increased by 39% between June 2009 and October 2009.

During that same period, the overall conversion rate rose by a massive 242% while site-wide revenue increased by a whopping 338%.

So Exceed Online not only directed more customers to Parallel Imported’s website, we also made it easier for them to find what they want, we ensured the pricing was right, and we adjusted and improved the way the site worked to improve the customer experience. The results speak for themselves.