Bush Tyres are a family owned business serving retail, commercial and agricultural customers across 3 counties. As the business grows through traditional channels, further opportunities continue to arise online and TJS were tasked with maximising this growth.
Background
The Brief
Specifically, the site needed a face lift, a further investment in digital promotional opportunities, an end-to-end ecommerce solution, a broadening of the number of ways that customers could interact with the company, greater reporting and a full content strategy that reflected the customers status in the industry.
Our Solution
Re-Design
The site design remains true to the companies established branding whilst providing a friendly look and feel with engaging and appropriate features that enhanced the user journey. This has lead to a 68% increase in time on site over the previous site. Particular attention was paid to the ecommerce user journey that includes a targeted product offering along with a facet search, all focused on the growing audience of smartphone users.
Digital promotion
Bush Tyres leads the independent industry on its engagement with manufacturers and presents monthly offers and incentives to promote products and services. Campaigns are project managed by TJS and provide the client with full reporting of interactions and the value gained. The campaigns are promoted through various PPC campaigns which together with organic promotion have yielded a 52% increase, year on year, in new users to the site.
Ecommerce
The site now benefits from an intuitive search tool that uses a complex algorithm to present a selection of tyres that meet all budgets. Specific landing pages for each tyre are enhanced with meta information about the product that make them an attractive landing page for search engines.
Enquiry channels
The introduction of a live chat tool allows customers to interact with the company in and out of hours returning a 138% increase in enquiries year on year. The pro-active engagement with customers online has led to the website acting as an additional branch in the network.
Reporting
The client has access to a real-time reporting dashboard that monitors key business metrics that include social media engagement, product sales, promotional campaign success and live chat usage via the website.
Content strategy
TJS continue to work with B.A Bush to carry out a full content strategy plan that includes keyword research, persona creation, a content strategy and subsequent article creation. This process is all driven by evidence identified in extensive research that will ultimately provide Google with pertinent, professionally written, timely content based on the questions our client’s customer base searches for.
