Proud to announce we are working with a new client. Robert Lee Distribution Ltd, arguably the UK’s most respected and largest independent distributor of bathrooms, showers and plumbing products, supplying retailers and merchants.
Our brief was to improve the current B2B portal to help boost revenue from their current and future client base.
The current portal, although extremely robust, wasn’t as flexible as they would have liked which has hindered growth historically.
Moving the client over to a Magento based platform was our first suggestion as this immediately allowed them to have whatever they wanted going forward.
Getting straight to it there were two areas that were identified immediately that could be improved. Search and product offering.
Search
The current portal doesn’t perform to well in any instance. We tested it with the most simplest of searches “bath” and here is what it returned
Wheras if you compare with the new build we have already greatly improved the performance. Out of teh top four at least you can now see 3 actual baths. DOn’t worry. Now that we have spotted they are not all baths we will be fixing that too
Having a great search on your website is crucial for improving the users overall experience, increasing conversion rates, and gaining valuable insights for future marketing possibilities. Here are some key statistics and reasons why:
Improved User Experience
Ease of Navigation: Websites with effective search functionality provide users with a direct way to find content, which is particularly important for large websites with extensive content. Users can easily get frustrated if they can’t find what they are looking for quickly. Even on a B2B platform where they may be used to the products on offer.
User Satisfaction: According to research by Forrester, 43% of website visitors immediately go to the search bar when they visit a website. If the search is efficient, it significantly boosts their overall satisfaction and increases the likelihood of returning.
Increased Conversion Rates
High Conversion Rate for Search Users: Site visitors who use the search functionality tend to have a higher intent to purchase or convert. A study by E-consultancy found that site search users are 1.8 times more likely to convert than those who do not use search. For this reason it needs to be as perfect as possible as you really want them to be using it.
Revenue Impact: A report by WebLinc indicates that improving site search can increase conversion rates by up to 43%. This highlights the direct impact of search on sales and revenue.
Better User Engagement
Longer Time on Site: Users who use search tend to spend more time on the website. A well-functioning search feature keeps users engaged by helping them find more relevant content quickly.
Lower Bounce Rates: Websites with effective search functionalities typically experience lower bounce rates because users are more likely to find what they are looking for and stay on the site longer. Although the Robert Lee Portal is a B2B portal and bounce rates are less important (as not relying on Google rankings) it sis still something to monitor for the sheer increase in revenue. I.e if they are staying longer the trust in your brand increases.
Valuable Insights
Understanding User Behaviour: Search data provides valuable insights into what users are looking for, which can inform content strategy, product development, and marketing efforts. The content team at Rlee can analyse this data and push most searched for products closer to where people can access them easily.
Identifying Gaps: Analysing search queries can reveal gaps in your content or product offerings, helping you identify opportunities to expand or refine your offerings.
References:
- Forrester Research: Their studies emphasise the importance of search in enhancing user satisfaction and retention.
- Econsultancy: Provides data on conversion rates, showing how site search influences purchase behavior.
- WebLinc: Offers insights into the revenue impacts of an effective site search.
Product Visibilty
The other area of improvement that was identified was the lack of products within the portal. Robert Lee has a vast array of products on offer in excess of 30000 but for some reason only a small selection is available for selection forcing clients to have to ask for them.
Lookinga t the image below you will see a category that has no live products on it yet Rlee have products in all of their categories so not having the capacity to display them on the front end will be hindering growth and potential sales
Ensuring that Rlee can display all of their products was a top priority of ours as displaying all of the products you have on your website is vital for increasing revenue.
Increased Sales Opportunities
Broader Selection Drives Sales: A study by McKinsey & Company revealed that companies offering a broader range of products can increase their sales by up to 30%. This is because a wider selection allows customers to find products that precisely meet their needs, which increases the likelihood of a purchase.
Upselling and Cross-selling: According to Forrester Research, effective upselling and cross-selling strategies, which are easier to implement when showcasing all products, can boost revenue by 10% to 30%. By displaying complementary products, you encourage customers to spend more.
Improved Customer Satisfaction and Retention
Customer Expectations: A report by Accenture found that 75% of consumers are more likely to return to a website that offers a wide variety of products. Customers appreciate having options and are more likely to be satisfied with their shopping experience if they can find everything they need in one place.
Reduced Cart Abandonment: The Baymard Institute suggests that one of the reasons for cart abandonment is a lack of product variety. When customers don’t find what they’re looking for, they are more likely to leave the site without making a purchase.
Maximising Revenue Per Visit
Increased Average Order Value (AOV): Displaying a full product range can lead to a higher Average Order Value. A study by Shopify shows that when customers are presented with more options, they are likely to add additional items to their cart, increasing the overall order value. This is also true of B2B portals.
Inventory Turnover: By displaying all products, even those that may not be as popular, you can improve inventory turnover rates. This reduces holding costs and frees up capital, which can be reinvested in other areas of the business.
Enhanced Competitive Advantage
Standing Out in the Market: According to research by Harvard Business Review, companies that offer a more extensive product range can better differentiate themselves from competitors. This can lead to increased market share and customer loyalty.
Capturing Diverse Customer Segments: Displaying all products allows you to cater to a broader range of customer preferences and needs. This inclusivity can help attract different customer segments, leading to increased sales.
References:
- McKinsey & Company: Research on the impact of a broader product range on sales.
- Forrester Research: Insights into upselling, cross-selling, and their revenue impact.
- Accenture: Studies on customer satisfaction and expectations related to product variety.
- Baymard Institute: Data on cart abandonment and its causes.
- Shopify: Research on Average Order Value and the impact of product variety.
- Harvard Business Review: Insights into competitive advantage through product range.
There are huge revenue benefits to implementing those two improvements and we are really excited to see how they improve this for Rlee.
Our plan is to get a phase one live and then work on more revenue increasing solutions once we have a base line structure we are happy with.
Implement, test, learn, repeat. Lets go.
If you would like us to increase your websites revenue the book your FREEE 30 minute zoom consultation now worth £2000 on its own. Yours absloutely free. All you’ve got to lose is 30 minutes of your time, but, we will ensure you go away with lots of things to implement straight away so in reality its win win for you. To book just Click Here
