Mole Valley Farmers
Mole Valley Farmers was started in 1960 by a small group of farmers around South Molton in Devon who were concerned by the discriminatory practices and the large margins being taken by many of their input suppliers.
Today it remains one of a few true co-operatives in the supply industry, but boasts a turnover of more than 130m through more than 20 retail outlets and various farming focused services. Products range from farm requirements to clothing, footwear, garden supplies, pet food and accessories, domestic goods and power tools.
Objectives
- Clear and accurate view of the performance of the new e-commerce website
- Ability to track and measure marketing campaign performance
- Gather insights into website usage and visitor behaviour
- Gain intelligence for informed e-marketing activity
Appius were asked by Mole Valley's marketing agency, Chalk and Ward, to implement traffic and conversion analytics using the world-leading WebTrends solution. The project utilised Appius expert position as a Webtrends Interactive Partner to gather reporting requirements into a set of key performance indicators and reports specifically tailored to Mole Valley farmers business structure and the information required by different groups ranging including board directors, marketing and product category managers.
Results
- dramatic improvements to return-on-investment from online marketing strategy
- tracking online purchases triggered by offline campaigns
- deeper insights into customer behaviour by UK regional geography
- greater accuracy in understand of repeat visitor behaviour
- specific reports delivered by product category to engage product managers
Mole Valley and Chalk and Ward have now commissioned Appius' eMarketing services to further improve e-commerce results.
Appius has embarked on a Search Engine Optimisation strategy that in the first instance has addressed the fundamental elements within the website that facilitate effect optimisation which lead to site and page modifications followed by the continual building of web presence.
Extensive Pay-Per-Click campaigns have be created for over 5500 products with performance analysed and managed at a keyword level to ensure the best cost per conversion and return on investment possible.