Small change to tool supplier website increased conversions to distributors page
My identification of a small website tweak needed resulted in a marked increase in website traffic conversion to the distributors page and a related increase in sales to distributors.
Type of Consultancy: Increasing sales through distributors
Client: Tools supplier to tradesmen
Location: UK, Nationwide
Time Billed: 1.5 hours
Summary of the work
This supplier of tools used by plumbers and electricians had an information website that doesn’t sell to the businesses but was supposed to encourage them to buy from distributors.
My analysis of website visitors data patterns showed that only 4% of visitors were getting to the page that showed where people could buy the tools from local distributors. This meant tradesmen wouldn’t buy those products and went to competitors instead.
The solution was easy – creating clearer imagery that encouraged people to click through to the distributors page and then search for suppliers in their local area.
What they said
Such a small thing made such a big difference. Within days we saw the overall conversions to the distributors page increase to 23% and weeks later we saw a marked increase in distributors reordering our products which means people were asking for them.