Client Case Study: ABS
Challenge: Marketing Multiple Niche Specialty Products
In August of 2011 we began providing marketing material to an innovative manufacturer of specialty absorbent products. This was a challenging undertaking because of the diversity of their products, each product line a specialty niche market in it’s own right – ranging from universal oil and water absorbents used in industrial applications, to residential & commercial flood control products, to mortuary products, incontinence products and sports field maintenance products. All great products but totally different applications, industries and audiences.
PHASE I – Redesign their existing website to clearly separate and highlight each product lines distinct application and uses, and implement a detailed SEO keyword strategy with the goal of increasing traffic and conversion while better educating visitors about their products. We would then target one niche market at a time, test and adjust as needed. Their flood control product called Quick Dams was the first product targeted.
– #1 and #2 ranking on google for the main company site for the targeted keyword ‘flood barrier socks’
– three separate pages ranking #5,6 and 7 for the main company site for the keyword ‘sandless sandbags’
PHASE II – To create separate sites for each niche product. The first one, Quickdams.com launched in April of 2013 targeting residential and commercial flood control products to coincide with the new package designs, tradeshow displays and events, the product being sold in major retail chains such as HomeDepot, Lowes and Walmart as well as online distributors in the US and internationally.
Just 3 months after it’s launch, the new site ranked #3 for ‘flood barrier socks’
and # 8 for ‘sandless sandbags’ (see figure 1 above)
Both sites experienced a significant increase in web orders. (figure 2 below)
208% increase in traffic
418% increase in orders
9.8% increase in conversion rate