Lead generation is mission-critical for B2B businesses. However, if it only yields quantity, it may burden small teams. Kapp Alloy knew this. They wanted quality leads looking to order in large volumes. OuterBox fused lead quality data and digital marketing strategy to make it happen.
Challenge
Solution
Results
After optimizations launched in Spring 2024, Kapp Alloy & Wire’s eCommerce sales increased by 50%. Within that increase, there were fewer transactions; however, those transactions were made of higher volume and value, achieving the company’s goal of catering to B2B businesses versus hobbyists.
50%
eCommerce Sales Increase
Lead form data consolidated in LOOP Analytics points to trends keywords used.
Joining Lead Data with Content Optimizations
It kicked off with a lead analysis in LOOP Analytics, our tracking software that gathers form data and visitor history and then visualizes it in one central hub. These lead insights enhance our analytics by accurately attributing leads to channels and uncovering new growth opportunities. In the case of Kapp Alloy, it was all about the grade.
The grade of metal or alloy includes a number or code, which points to the product’s chemical composition and mechanical properties. The grade is essential to B2B customers needing specific manufacturing materials, making the grade a major differentiator.
The products Babbit 2 and Babbit 7 were top-sellers and the focus of the company’s SEO and PPC programs. The pre-optimized page focused on the brand, specifically DuraKapp, which is popular among past customers. This content stayed but was optimized to include grade information to drive more volume. This strategy is a part of OuterBox’s B-SMART® Method to content, which focuses on user intent and provides content that covers brand, shape/size/SKU, materials, area of industry, requirements, and type.
B-SMART additions, including grade (a requirement).
Making the Grade
Kapp Alloy & Wire was hyper-focused on organic results, but the search landscape was very competitive and included heavy hitters like Amazon. Using results from OuterBox’s review of the form analytics, we could hyper-target the users who were more likely to buy in volume, knowing grade was priority #1.
After the optimizations, landscape results improved for super-specific searches for grades the ideal customers used. It also boosted the company’s presence in broader search landscapes still used by those customers, including “Lead Babbitt Alloys.”
When comparing the year’s first three months vs. the three months post-optimizations, eCommerce revenue increased by 34%. The instant impact yielded a 50% increase in eCommerce sales by year’s end.
Integrated result where grade additions added results and visibility.
Making the Grade
Kapp Alloy & Wire was hyper-focused on organic results, but the search landscape was very competitive and included heavy hitters like Amazon. Using results from OuterBox’s review of the form analytics, we could hyper-target the users who were more likely to buy in volume, knowing grade was priority #1.
After the optimizations, landscape results improved for super-specific searches for grades the ideal customers used. It also boosted the company’s presence in broader search landscapes still used by those customers, including “Lead Babbitt Alloys.”
When comparing the year’s first three months vs. the three months post-optimizations, eCommerce revenue increased by 34%. The instant impact yielded a 50% increase in eCommerce sales by year’s end.
Revenue totals per order jumped from around $100 an order.
My team is extremely motivated to help us reach our sales goals.
