Plastix Plus, a reputable builders' merchant based in Reading, Berkshire, embarked on a digital marketing transformation to strengthen its position in the competitive building supplies market. The company's comprehensive strategy focused on optimisation of the clients current website, Pay-Per-Click (PPC) advertising, Search Engine Optimization (SEO), and timely product updates aimed at increasing online presence and sales performance.
Despite its solid reputation for quality building materials, PlastixPlus struggled to effectively capture and convert its target market online. Previous digital marketing efforts fell short, necessitating a strategic overhaul to better engage a diverse customer base comprising professional builders, DIY enthusiasts, and home renovators.
User Experience Improvement: Optimisation of the product page layouts to guide users seamlessly towards purchasing decisions.
Trust-Building Content: Integration of customer testimonials and comprehensive product descriptions to bolster credibility.
Visibility of Unique Selling Propositions: Prominent display of key benefits such as local availability and product quality.
Increased engagement time on the website by 60%.
Increased the conversion rate from 2.8% to 8.8%, doubling the amount of conversions in 4 months.
Increased revenue generated from the website YoY by 21%.
A strategic overhaul of the PPC campaigns resulted in higher ROI on advertising spend.
PMax Campaign Revitalisation: Generating Conversions, for a campaign which previously showed no activity, through Strategic Overhaul and Asset Optimisation
Keyword Optimisation: Focused on targeted keywords that captured the intent of the core audience—builders and trade professionals.
Ad Content and Conversion Analysis: Redesign of PPC ads to make them more compelling, with clear calls to action.
On-Page Optimisation: Targeted keywords, meta descriptions, and title tags were optimised on key pages.
Technical SEO: Improvements in website loading speeds and mobile responsiveness were made.
Local SEO Focus: Promoting Plastix Plus as a local builders’ merchant specialising in high-quality composite and plastic building supplies, including a range of trade windows and doors.
Conversion rate increased from 2.1% to 7.3% with 3 times as many conversions in the last 4 months.
Average Position of the Homepage risen by 81 places to being in the Top 20 on Google Search Results.
As new products were introduced, timely updates were made across all digital platforms, keeping the content fresh and relevant, which helped increase views per user from 3.1 to 3.85.
PlastixPlus’s focused digital marketing strategy has substantially boosted its online visibility and sales, affirming the company as a top choice for building supplies in the local market. This case study exemplifies how a well-executed digital marketing plan can enhance a brand’s competitive edge and drive significant growth in the digital landscape.
