B2B | egetæpper

New strategy, B2B website and eCommerce ensured a 38 % rise in website traffic and a 28 % increase in conversions

Based on our new marketing strategy and our clear commercial goals, our new website was created. The design is based on a measurable digital strategy and a complicated technical backend with back office integration. Now thousands of item numbers can be combined dynamically in countless variants. The first figures show massive growth in all KPIs, incl. traffic and conversion.”

– Jan Magdal Poulsen, Marketing & Brand Manager, ege.

The new B2B website supports 5 languages, a web shop and a 100 % integration with the back office

ege launched a new B2B website and web shop in 5 languages. The website contains more than 25,000 dynamic product datasheets, allowing customers to order samples from 10,000 item numbers – all within one solution. The solution also includes smaller sub-websites for private customers.

The results speak for themselves

Solid growth across all main strategic KPIs:

  • Branded traffic increased by 35 %.
  • Non-branded traffic increased by 3 %.
  • Conversions increased by 28 %.
  • The new website solution has allowed for huge resource savings.
  • The return on investment is expected to be short.
  • The solution has significantly reduced daily workload in regards to product updates – this is now done automatically through the integration with ERP Movex.
  • In addition, a comprehensive SoMe strategy has been put in place, which helps to support ege’s profile as trend-setting and innovative across markets.
  • A major search strategy has been developed incl. setting up tracking for DK and UK, which will generate relevant traffic to the site and support ege’s brand.
  • For salespeople working on the ground, we have developed an app that they can use as a digital catalogue.

A global outlook in Herning

Ege and Sunrise defined a new corporate branding concept that would shift ege’s perceived perception from a local, product-oriented carpet company to the brand-oriented, trend-setting player that the company is on the international market. The concept was based on the world of geometry and the significance of a rug for balance: “The Urge to Explore Space” – you can read the full case here.

As a natural extension of this process, we involved all digital channels, including the website, and developed an overall digital strategy incl. a series of KPIs, all of which supported the overall strategy.

ege’s core business is to sell rugs combined with advice, design and implementation – and therefore it is not possible to buy the rugs directly online. One of the goals of involving the digital channels was therefore to create conversions, and for this purpose we developed a new B2B website with a focus to:

  • increase traffic, both branded / non-branded
  • increase the number of conversions (e.g. when ordering samples)
  • increase the number of permissions

A lot of challenges, but only one solution

To meet all requirements, KPIs and goals, we therefore developed a new mobile-optimised website, incl. a number of tools to create more inspiration and content for both rug collections and product pages – a big challenge, as ege has a lot of rugs, all of which should be available online.

At the same time, the solution should make it easy and simple for partners, architects and retailers to get an overview of the many products, and not least to find the correct data* (* by data is meant, for example, fire safety, light sensitivity, environment, etc.) about the carpets. An important function when large carpet solutions are to be implemented in, for example, a construction project.

With the new site, customers and stakeholders can now easily find inspiration and search the complete product catalogue with more than 10,000 item numbers. Each item number can exist in countless variants due to a carpet’s different front and back. Maintaining and updating all the datasheets manually was previously almost impossible for ege – but with the new solution, customers and partners can quickly generate specific PDF datasheets with exactly the features they are looking for

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