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Can a traditional family business become a leader in digital distribution of tools and professional equipment?
Sometimes, the hardest decisions are those we do not appreciate enough. It’s not often that you hear a small traditional family business get the courage needed to sail into the digital world full of giant sharks.
The icebreaking decision occurred after more than 10 years of outstanding business management and successful retail sales of worlds famous industry brands like Bosch, Makita, Stihl, Villager and so on. For a family shop, this is truly amazing and inspirational, considering the momentum where Mixal was on its highest peak, and yet decided to shift the focus to online sales.
And that is exactly how we would like to start this story - by giving the credit to the Mixal, and all small and medium businesses who recognized the opportunity and successfully made the transition from traditional brick retailer to online shop, eCommerce.
Create a brand new, user friendly, eCommerce website that will open a new source of income, position the Mixal Shop as a worthy competitor in saturated market, and develop the strong relationship between Mixal and it’s customers.
We created fully optimized and beautiful online shop that can compete with shops of some of the largest retailers in the industry. With page load time less than 2 seconds and Average customer time spent on website more than 2,5 minutes, it is a true conversion booster. Oh, and revenue increased, more than anyone could have anticipated, and the results were seen immediately after the release, exponentially increasing every month by staggering 135% - the same percentage we were increasing the campaign budgets, making the Mixal ultimately the best ROI eCommerce website we worked on so far.
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SCOPE OF PROJECT
Web Design and Development
Google Ads Strategy and Management
Keyword & Social Media Analysis
Website Performance MonitoringSEE THE WEBSITE
Meeting the requirements often leads to making compromises on the way. One may predict that building an eCommerce shop is straightforward one man job, and in some cases he may be right. However, building an eCommerce solution that may compete with already established online shops (and we are speaking about brands that may have several thousand views per day), takes some time, but most importantly requires very good off the radar strategy.
After analyzing the Market Conditions and Competitors, it has been concluded that building a shop would have to become a 3-Phase solution, with the accent on the 2nd phase.
We knew from the beginning that one of the key challenges the new online shop would have, is a strong relevance to visitors and for Google search engine to recognize it and boost in Organic Search. It is impossible to compete with websites that have so many visits per day, at least impossible without strong backlinks and referrals. Also, we knew that if we built online shop and invested a lot of money in AdWords, we would be seen by big players, and they could easily outpay our ads, which would mean that we would lose the only traffic source we had.
Solution was to create a one page website, something that big brands would simply ignore, and slowly build relevance in Organic Search, after which we would use it as main referral to our Shop, making the shop invulnerable to Google Ads manipulations by big players.
The one page website also had some amazing results - close to 10.000 views per month, and generated reasonable amount of income for client, all of that below the radar of big brands.
As the number of visitors and orders grew every month on the one page website, in the background we were rapidly designing the new eCommerce shop from scratch. By the time we were finished, we went through several production steps:
During our standard weekly monitoring and trying to figure out a way of improving the conversions, we found that we have a lot of unused potential originated from Mobile users. In order to recoup, we planned for a few changes:
It’s no secret that brands can help you connect with your audience as if you were brand as well. To be fair, Mixal, as a retail shop, has had it’s loyal customer structure, but in the digital world, Mixal was just an orphan, a newborn online shop that nobody has heard off, and this was ok.In order to increase the digital brand awareness we used brands like Bosch, Makita, Stihl, Villager and so on, the brands that customers are well familiar with, to make a connection with our visitors. We managed to accomplish this through funny, yet right on spot visuals as part of our Head section on Homepage - the so called season promo activities with beautiful discounts. People dig them out and behold, a connection was born. Now, it’s up to us to keep the wheel spinning by creating new and interesting visuals as part of the Marketing strategy.
The Mixal online Shop has made a successful transition from Brick retailer to eCommerce website, while keeping the retail shop - making it the perfect Brick & Click business.
In our Journey, we managed to help Mixal position themselves in the digital world as one of the key players in professional tools and equipment industry with awesome results:
The answer is yes, most definitely yes. However, the Mixal online shop is not there yet, but it is on a good path of becoming one, and we will be there once they manage to do so.Now you understand that by hiring us, you don’t just get our Development skills, or Design craft, neither our Marketing specialties, you get the combination of all three plus the knowledge and experience of getting to the top. It’s not just about the revenue, it is about the business built to last and overcome obstacles on it’s way. Think big, and think fast, as competition is growing rapidly in all areas and industries.
“A great team that is always there to act quickly and efficiently,
help and recommend a new technique to increase sales! Good job team, just keep going!” Dušan Miljanović, Founder of the Mixal Shop