Web Works
by Chuck Bankoff
October 17th, 2016

How Did a Website Makeover Affect This Glass Company?

Websites go in and out of style just like fashion, and this 2011 vintage website now had all the appeal of a 1970s leisure suit. Whenever you give a website a fresh modern look you expect a bit of a bump, but these numbers were a little north of what we expected.

We have a pretty good track record of marketing glass companies — glass and mirror, doors and windows, window film, it doesn’t matter. Consumers are very visual and typically respond to change, and Alamo Glass & Mirror was no exception.

We already had pretty impressive numbers, which is why we were surprised to see a 184-percent increase in phone calls alone. Everything was going very well, but it was just time to update the site to be more in line with customer expectations (which are now being driven by mobile devices).

The numbers below were based on the pay-per-click campaign we are running. PPC by nature is highly controllable in terms of geo-targeting and keyword selection, so it is as close to a controlled situation as we’re likely to get.

ppc-phone-calls

NOTE: Results of the organic search results were as good or better, but we are only tracking phone calls with the paid search.

In all fairness, there are a few more days in March than February, so the visitor count is a little higher, but certainly not in proportion to the bump in phone calls and web events. Incidentally, “web events” are activities we are tracking on the website, such as various pages that are visited and submitted contact forms.

By the way, in the glass industries, product galleries (photos) are amongst the most visited pages on the website, so make sure you include high-quality photos of your work.

What Made the Difference?

We only made one change, and that was where we rebuilt the website to give it a fresh modern look. In fact, this is actually one of the simpler websites we’ve built for our glass clients. The only two variables were the new look of the website, and a few more days in the month of March than in February.

alamo-before-after

The old site had a fixed width, which made it seem smaller on different monitors. It had a rotating slide show, the value of which is now questionable. It also relied solely on traditional navigation on the top of the page.

The new site uses static images on the top of each page, but they remain full screen at every screen monitor size. The navigation is more visual and broken into three easy-to-discern “buckets” (shower doors, mirrors and storefront glass). We also built it as a “responsive website,” which means it resizes itself to accommodate all different devices (smartphone, tablet, desktop). Otherwise it is a very simple site that focuses on the emotional impact of the imagery.

More Conversions Trumps More Traffic

Driving traffic to your website is essential, but it becomes incrementally more difficult and costly to drive more traffic than it is to convert existing traffic into phone calls, emails and submitted forms. Taking a fresh look at this glass company’s website resulted in 153 more phone calls and a 29.81-percent decrease in their average cost per call from one month to the next. This one-time investment will likely pay for itself in just a few short months.

We were actually very proud of designing the previous version of this website…back in 2011. But websites are now so much more than online brochures. According to an AdWeek.com study, 81 percent of shoppers conduct online research before buying. That means the look, the feel, and the function of your website are now major factors that influence your bottom line.

Suggested Resource: An effective website is more than just great design. If you’re considering redesigning your company website, I wrote a guide about the 25 “must have” tips you really need to consider. I recently made this available to download for free.

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