Direct Cleaning Solutions is a leading provider of high-quality cleaning products and equipment in South Africa & Southern Africa. With over 30 years of experience, they supply and service the cleaning industry, offering international leading brands of industrial cleaning equipment including Kärcher, Numatic, Mopping Equipment, and SEBO.
DCS had a basic website that presented broad catalog information in PDF format along with basic company contact information. They wanted to seriously overhaul this outdated site that was not mobile compatible, and also lacked basic product information for specific products, leading to a lot of enquiries for this info which took up a lot of their time and resources. A new website rebuild could address all these issues—and much more.
Services Rendered
- Create brand identity
- Web & mobile UX/UI design
- Woocommerce store development
- Custom product enquiry with dynamic field complete
- Product & collection data optimisation
- Google Ads, Display Network, Shopping
- Direct marketing – email
- Bulk data management
- Google Analytics & reporting
- Technical recommendations
Challenge
As their business primarily deals with large B2B businesses and organisations, they often need to build orders to custom specifications and quote accordingly. This meant they needed a slight motification of a typical online store. They wanted to showcase their products effectively online, without the e-commerce functionality (display prices, add to cart and checkout) and replace this with a contact form for enquiries, specific to that product. With 100’s of products and requiring detailed accuracy we had to think of a creative solution for their unique case.
Solution
We started by implementing a standard e-commerce setup, customising the theme styling & redesign to fit their shiny new brand identity, with dynamically optimised web & mobile UX/UI design best practices at the heart to ensure a great user experience across all devices.
After thorough investigation and comprehensive discussions, we learned about their business, products and their customers. We then had a clear high-level view and understanding of their business from where we could architecture the site taxonomy in a way that is especially well organised for humans to navigate, but also well structured for machine readability and indexing which vastly improves SEO/ ads performance and discoverability.
Once the design and structure of the website was completed, it was time to import the shop content—and there was a lot to bring in. We used a bulk data import to streamline this process, making it more efficient and ensuring we didn’t miss anything. This is also a great step at which we focused to combine and optimise the product and collection data for enhanced SEO/ GEO discoverability. Everything from descriptions, metadata, image alt tags was done in this phase which makes us highly efficient for large stores like this and great at doing WooCommerce to Shopify migrations.
The last and final part of the puzzle was the enquiry form to capture leads directly on the product page (without leaving the product page and redirect to a contact form page that increases bounce rate). We achieved this with an elegantly designed CTA button where the Add To Cart usually would be—making it intuitive. ‘Select action’ then triggered an expanding contact form with dynamic field completion so they knew exactly which of the products the customer was enquiring about. This saved them a lot of time replying to enquiries and improved communication efficiencies.
We also helped them implement and run direct marketing with Mailchimp email newsletters.
Results
We successfully launched a new and improved website that completely changed their business. We worked closely with a 3rd-party Google Ads specialist to maximise in-bound leads for their B2B business.
Thanks to these automations in the sales funnel, the business able to scale revenue rapidly without a large increase in fixed costs with sales reps to achieve the same level of growth.
The validation came as Direct Clean Solutions was awarded Karcher South Africa dealer of the year for highest growth category. This new business model and implementation was a major success story and huge achievement for both Direct Cleaning Solutions and our agency.
Talk to us today and we can support your business do the same!
