Provender offers a range of vending solutions, but under new management, they were refocusing on pushing their new “Well-being Machines”. Their desire was to position themselves as a compelling alternative to their competitors, re-conceptualising what a vending machine could actually be. Their machines focus on health and providing snacks that people don’t feel bad about consuming – and the offerings can be customised as well.
To fully embrace this shift, they needed to first update their website. It was a few years old, and so it required mobile optimisation; as well as a general update to best reflect the changes in the business.
We knew that we needed to help them refresh the entire look and feel of the brand by making it relevant to the market and user behaviour. Once this was achieved on their principle digital asset – their website – we knew we needed an intelligent go-to-market strategy.
To really nail Provender’s new look and feel, we looked at the industry and researched the trends. Particularly the healthy lifestyle craze in Australia. We began with a photoshoot to showcase the well-being machine itself and to represent it as a healthy alternative.
The new website was given a total redesign, updated to be mobile optimised and more user friendly, with prompts to drive lead generation. Research was yet again imperative, and we found that people were actually searching for particular products as opposed to the vending machines themselves. With this in mind, we stratified the website in product-specific sections as to maximise on SEO value. The site was structured to be informative and responsive to common prospective client queries.
Then came the need for an intelligent go-to-market strategy to best raise responses and generate leads. Provender had previously run paid Google search campaigns, but purely on a smaller scale. To start, we set up a test campaign in one market, focusing on driving prospective clients to call or fill out a lead form with an emphasis on the emerging health-conscious market. And at the centrepiece of all this was a compelling offer that almost no one could refuse: free vending machines for their business. That’s zero delivery, installation, or machine cost. Even stocking it would be essentially free, the cost of everything accounted for through a percentage of sales.
We updated the brand guidelines for consistency,ensuring all touch points featured had the same messaging, from communications to the logos used on staff uniforms, and of course, the search copy.
The test market campaign surpassed all KPIs, including the key KPI of leads generated. We extended the campaign nationally, with clear KPIs set based on actionable business results. The trial period for the national campaign was initially slated for a span of two months, but we only needed one to achiever our benchmark KPI. In total, we increased national leads by 175% a margin of! Within the first six weeks of the national campaign, paid search traffic to the website also increased by an impressive 385%.
Key to this as well was ensuring that leads were qualified – not just purely focusing on the volume of the results. In fact, Provender has been flat out with new business ever since, and have even secured major national accounts.
The new website was a success, most prominently in the areas of user engagement. This includes an excellent improvement of 140% to users on the site, 124% to web sessions, as well as 70% more page views. The bounce rate also decreased by 14%.
The results clearly demonstrated the importance of aligning your web efforts with your search efforts. The website was built to be user and mobile first, which worked hand in hand with a smart search strategy to drive incredible lead generation. As a result, this was a major – and remarkably positive – shift to the entire Provender business.
Digital cannot work in silos, it’s key to have a digital strategy that delivers on actionable business results. At headmark., we can work with you to optimise your site to ensure optimum performance, using careful and strategic digital targeting to push your business further. Sound good? Contact us today!