legends landscape supply case study

June 2014 Case StudyLegends Landscape Supply

www.landscapestore.ca

©2014 WSI. All rights reserved.

Legends Landscape Supply:Who are they?

• Landscape Supply Store

• A one-stop resource for do-it-yourself home owners and landscape professionals

• Provide educated product recommendations and design guidance to a wide range of clients, for projects large and small


Legends Landscape SupplyBusiness and Marketing Challenges?• Website:

• Tired and dated site, poor reflection of their current business

• Wasn’t getting any traffic – not being found by potential customers

• Not mobile friendly

• Marketing Strategy:• Investing significant $$ into Yellow Pages, Magazines,

Home Shows, Newspapers, Social, SEO and PPC but not able to measure tangible results

• “Guessing” what to do next to get better results

• Business Goal:• Grow business by 10-20% year over year


Legends Landscape SupplySolution?• Based on the current business and

marketing challenges, and factoring in the growth goals over the next couple of years, WSI created a customized Digital Marketing Partner Program (DMPP - Gold) that included:

WEBSITE/

MOBILE REBUILD

Get FOUND Strateg

y

Results Tracking

- Analytic

s

LEAD GEN

Conversion Focused

Includes:SEO, PPC, Social Media, Blogging, Email Marketing

Includes: Metrics Analysis, Goal Tracking, a/b testing

$$ Business Growth


Legends Landscape SupplyImplementation: What happened?• New Site Rebuilt for Conversion, launched May 2013

• Digital Marketing:• Implemented an SEO and PPC (online advertising)

strategy to drive traffic• Implemented an Inbound Marketing Strategy:

• Social Strategy – Monthly blogging, weekly Social postings (Facebook, Pinterest, Google+ and Houzz)

• Bi- Monthly Email Marketing to share content and drive traffic back to the site

• Tracking - Analytics: • Focus on monitoring traffic behaviour (where coming from,

when, what Keywords) and path of activity on site in order to determine next best steps for improved month over month results


Legends Landscape SupplyImplementation: What happened?

BeforeAfter – ‘Built for Conversion’


Legends Landscape SupplyImplementation: What happened?

Mobile Friendly: Newly designed Website included Responsive Design coding

This allows the site to automatically adjust to various screen sizes which allows for ease of use (no friction) by the prospect visiting the site from a mobile device


Legends Landscape SupplyResults?• Since relaunch of site May 2013:

• Doubled TRAFFIC to the site over the one year time period and have a 123% increase in organic traffic (people looking for Legends’ products and services without knowing specifically who Legends is)

• Trippled the # OF LEADS coming from the site– captured in excess of 350 quality leads in May 2014 which lead to business growth targets being exceeded

• Have a 5.23% average conversion rate (industry average is just over 1%) with a successful inbound strategy driving traffic from social and email to the site


Legends Landscape SupplyNext Steps?• Continue Site monitoring, SEO, PPC, monthly

Blogging, Social postings and bi-monthly email marketing

• Continue to monitor source of traffic, quality of traffic and behaviour of traffic once they reach the site

• Recommend testing strategies to create new benchmarks for overall month to month results improvement

• Review with client monthly and meet quarterly to assess changes to the business so they can be reflected in the ongoing digital strategy


Video: What Legends’ Has to SayWhat was their experience?