website re-design for mi-store e-POS systems

the brief

Attract more visitors to the MI-Store site, steer them swiftly to a suitable e-POS solution and finally transform this visitor to a sale.

the work

The original brief of generating more online sales could be achieved by dividing the project into two parts. A site re-design with a greater focus on acquisition would increase the conversion rate, while a thematically syndicated online multi-channel marketing strategy would ensure more site visits.

Early investigations revealed a need to revise how the product was presented to the market; the original product model was riddled with unnecessary complexity that overwhelmed customers leaving them perplexed and unable to identify a product that suited their needs. To overcome this obstacle new product families were determined that simplified highly technical product combinations into simple solutions that were communicated in a language the target audience understood.

Traditionally MI-Store had published their contact details, product and prices on the website - relying on potential customers to get in touch. My research revealed that such a complex and highly priced product wasn't suited to an online sale. A pull-sales strategy was introduced that focused on promoting the brands credibility, simplified messaging sold the product as best in class, but prices were disclosed, revealed only through a phone call prompted by a quote generator. This quote generator harvested contact details and passed them onto a sales-agent who would phone the lead and present a suitable solution and its price.

Upon transforming the site into an instrument of acquisition, a synchronised SEM, PR, email and Affiliate program was launched to increase the volume of visitors that landed on the site.

the results

The onsite and offsite changes helped MI-Store transform itself from an industry wallflower - to the benchmark for success. Best in class marketing initiatives doubled the sites inbound traffic, while increased onsite efficiency increased the conversion rate by 250%.

who are MI-Store

MI-Store is an e-POS manufacturer that provides retail management solutions to vertical markets. Operating in a highly competitive industry their key audience is small independent chains - a large proportion of which are pitched via the internet.