How Deuren’s new website boosted organic traffic by 30%

How Deuren’s new website boosted organic traffic by 30%
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

With more than 25 years’ experience in the door manufacturing industry, Deuren provides bespoke luxury doors to architects, self-builders, and property developers. With handmade, pre-hung door sets made to the exact configuration of a client’s project, the Yorkshire-based organisation is a trusted partner for those seeking beautifully crafted, bespoke internal, front, and garage doors.

The problem:

As with many manufacturers, Deuren previously relied on industry events and word-of-mouth recommendations to reach new clients. It was an effective tactic 10 years ago, but the team knew it shouldn’t solely focus on face-to-face interest, and also wanted to start engaging more with a wider audience online.

The solution:

Having worked with its integrated agency partner, The Bigger Boat on the creation of a unique and luxurious brand image, physical marketing materials have also been produced to better communicate the business’s offering. Additionally, throughout the ten-year collaboration, internal and garage door brochures have been designed, printed, and handed out at industry events and showroom visits to entice new consumers and increase brand recognition.

Challenges involved with the implementation:

When it was time to embark on a digital voyage – to expand on its online presence, raise brand awareness and enhance its digital capabilities – Deuren required an internal CRM to track its leads, control costs, and manage customers. Web tool Zoho was introduced alongside pay-per-click campaigns to further drive business growth, allowing The Bigger Boat to analyse successful keywords and optimise content that was relevant to the audience.

This activity has reduced the amount of advertising spend and enabled Deuren to prioritise qualified leads because they’re speaking to engaged individuals who have shown interest in the brand or interacted with its educational and tailored online comms.

Recently, the implementation of an industry-leading headless website has taken place to provide faster and more flexible content delivery, rapid design iterations, and enhanced security.

Intuitive website functionality includes an easy-to-navigate ‘Request A Quote’ feature – taking customers through a bespoke product sequence – and to further improve the online experience, The Bigger Boat has analysed user behaviour and usage of the site.

Additionally, the design elements focused on high-quality imagery, motion graphics, and clean and crisp fonts with a truly luxurious feel. And the introduction of more high-value content means site visitors can download relevant self-builder and architect resources, access top tips videos, keep up to date with company news and industry trends, and interact via Deuren’s social media channels.

The result:

Following the official June 2021 launch of the new website – which has won multiple awards including the CSS Winner, Design Rush, and Web Guru accolades – Deuren has reported a vast increase in online conversions alongside:

· A 46% bounce rate site reduction

· Its organic traffic up by 30%

· An 85% increase in quote requests

· And a 90% uplift in the length of time a visitor has spent on the website.

Ian Chubb, managing director at Deuren, said: “When Covid-19 forced several organisations to close their premises and showrooms temporarily, we knew our digital presence had a major role to play in our response to the pandemic.

“The introduction of a headless website with key functionality to help customers tailor the products they want, receive a quote, and engage with our content has enabled us to better understand our audience because we know what they’re interested in, in real-time, meaning we’re able to be more proactive in our communications as a result.

“Modern-day manufacturers must invest time in their marketing and online presence if they are to widen their customer reach and continue to both reinvent themselves to meet market demand and move beyond the Covid-19 crisis.”

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