Qua Quality A y Alloys Web Analytics Report Team 7 - Frederic Van Kelecom, Julio Hazim, Talal Khodr, Christian Antunes, Sahej Jain
Who is Quality Alloys? WHERE US-based MARKETING - Direct mail - Advertising in trade magazines - Paid listings on industrial web portals CUSTOMER BASE Small companies using alloys to make parts UNIQUE SELLING PROPOSITION Compliant with customers’ orders (cut precision / batch. size) ACTIVITY Distributes many grades of different alloys used for manufacturing
Website released mid-2008 Website goals - Drive new sales Alloy deci cides - Availability of product and contact information - Add legitimacy to brand to to go digital! No option to buy online, only request submission Promotion December 2008 - brochures
Our job as consultants “Determine effectiveness of the digital efforts established mid-2008.”
The promotion raises TONS of awareness!
Traffic Sources But something’s odd about the behavior… ENGAGEMENT DURING PROMOTION • Bounce rate + 18% • Average time on site - 49%
North America 26,7% East Asia 4,5% Who is the typical visitor? 34,5% South America Typical browser Typical Search engine Typical operating system 76,6% 84,6% 96,6%
Looking at revenues, it’s hard to tell when the promotion took place…
The situation is even worse than we thought
WAIT WHAT!? There is no no correlation between visits and revenues?
“If QA had sent 100 million more So basically… brochures, revenues would still be decreasing”
Maybe the price dropped?
Is it something else then?
3 key insights THE WEBSITE DOESN’T SEEM TO ADD PROMOTION EFFORTS INCREASED THE MORE AWARENESS DOESN’T MEAN ANY VALUE PUBLIC’S INTEREST, BUT NOT WEBSITE MORE SALES ENGAGEMENT
Determine the reason for the ineffective website: surveys, interviews,… Recommendations Include an AI-powered chat- bot to respond to special requests. Ask in-house sales representatives to label each sale with contact channels.
• No promotion details: Goal? Targeted customers? Limitations • Little website information: Language? What information is provided? Interface? • No way to tie revenues to advertising channels
Thank you for your attention Questions?
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