Letstalk approached AddReal’s business
department in 2006 in order to create a radical change on the
company's reality. Our relationship evolves as we continue to
develop improvement campaigns to guarantee a sustainable growth
of the company. Overview The Letstalk website features numerous product offerings, full e-commerce capabilities and in-depth support functions. The client approached us to help them create a strong business strategy in order to increase credibility and trust in the nation's market. The company also wished to improve daily stock offerings manageability and showcase products with a smarter navigation of the site, which would help their customers easily find product information and related editorial content. We were asked to focus on the redesign to highlight sales and updates of current products. The customer was very clear about requirements and some of the characteristics that the website would need in order to be successful. To accomplish these goals, we first created an integrated team between our customer's product managers and our account team as well as our creative, technical and business analysis staff. Our goal was to establish parameters for the new digital business structure, image, content and increased functionality for both customers and managers. Target audiences have always been critical of technology retailers, and had high expectations for services and offerings. Because this is a hard market controlled by other giants of the industry, we wanted to exceed their expectations and represent them with a rich strategy for success on the business and objectives. Objetives The customer was very clear about requirements and some of the characteristics that the website would need in order to be successful. To accomplish these goals, we first created an integrated team between our customer's product managers and our account team as well as our creative, technical and business analysis staff. Our goal was to establish parameters for the new digital business structure, image, content and increased functionality for both customers and managers. Target audiences have always been critical of technology retailers, and had high expectations for services and offerings. Because this is a hard market controlled by other giants of the industry, we wanted to exceed their expectations and represent them with a rich strategy for success on the business and objectives. Solution AddReal structured an aggressive marketing campaign as well as a mouth-to-mouth social media strategy, combined with a warm and minimalist corporate image and redesigned the domain and sub-domain SEO structure. We then modified the e-commerce functionalities to accommodate the company's distribution system in order to improve both customer service and enterprise manageability. AddReal launched a freshly designed website less than six weeks from project start, which featured every product model in stock. We have created a site that provides a seamless experience between the newly-designed pages and by creating pages that integrate into the site’s existing architecture, redesigning the site to reach the target market’s exigencies for outstanding results. The design has made the brand more prominent while maintaining standards such as the global header and subnavigation organization. Results To this day, the site’s monthly traffic has improved by 975% and the customer conversion rate has been raised 268% due to the increased focus on the "ready to buy" targeted traffic. Social media strategy has helped to create an additional channel as well as promote the brand in a better, more customized service with outstanding offerings. New customers continue to recommend others to join and the customer retention rate after contract settlement occurs has increased 165% by leveraging the follow-up to current client strategy. The new corporate image and graphic strategy have been well-received by the target audience, raising trust by giving the correct impression that the company offers a better quality service making it the best technology solution available.   |
