MGA Controls has been supplying a wide range of ball valves, butterfly valves, solenoid valves, flowmeters and pneumatics to the industry since 1986 – and that’s a lot of valves. Very few online competitors have an e-commerce website. However, the market has been gradually demanding more services and products to be available to purchase online.
When MGA came to KW Digital their organic visits were low, as were keyword rankings and search visibility, and we couldn’t have that. Enquiries through the website were low, with an enquiry conversion rate of 2.8%. Key players in the market relied on enquiry generation, not online sales, and limited brands could be sold to the business’ low brand reach.
Although key players in the market relied on enquiries, the target audience was accustomed to buying directly online – and aren’t we all (far too frequently). Having an e-commerce site would allow the business to compete in Google shopping where conversion rates are typically higher. There were high volumes of traffic for brand-related keywords and longer-tail product keywords that were not being targeted, and we needed them to be targeted with the precision of a 15-year-old boy playing Call of Duty.
02. What we did
Created an e-commerce website allowing users to make enquiries at product level as well as transact online.
Created an in-depth keyword strategy that would guide all content creation on the site, and optimised and produced new brand-specific landing pages.
Created search shopping PPC campaign for core product focuses and branded traffic.
03. What we achieved
04. Technology used