Britcar are one of the UK’s foremost Jaguar and Land Rover parts suppliers. As a specialist eCommerce provider, their focus is on increasing brand awareness as well as providing a quality, seamless user experience.
A niche target audience can make marketing a difficult prospect for a family run business such as Britcar, but at WDL we have taken an approach of continual growth, ensuring that the company are at the forefront of the minds of potential customers at all times.
As an initial brief, Britcar approached us looking to update their brand image; bringing their website and eCommerce platforms up to date to provide a fluid, fresh and functional user experience to drive conversions.
Part of the initial design strategy was to play off the strengths of the brands of whose products Britcar provide, Land Rover and Jaguar, to demonstrate the passion and enthusiasm that the company have for their work. In cleaning up the website, the customer journey was simplified, helping to avoid incomplete journeys through the checkout.
From a marketing perspective the Automotive industry can be exceptionally tough, through sheer levels of competition and ensuring that you are reaching the right customer at the right time. Since being approached by Britcar to manage ongoing pay-per-click advertising campaigns, WDL have increased the click-through rate of search campaigns to over 15.5%, compared to an industry standard of just 1.91%. With successful PPC management we have been able to reach potential customers at the right time in order to successfully generate sales whilst expanding Britcars reach and customer base and consistently increasing conversion rates.
Increase in click-through rate of search campaigns, exceeding industry standard
Email marketing is of the utmost importance in creating and maintaining customer relationships, from a brand perspective as well as for customer retention. WDL have focused on creating engaging content with a means to bring regular customers, as well as affinity audiences and those with an active interest in Land Rover & Jaguar vehicles to the site. By growing email click-through rates we are able to ensure a constant flow of impressions and guarantee continual relevant interest, alongside a consistent stream of ongoing revenue through email marketing leads.
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