An online presence re-work for Bank & Vogue Ltd.
Bank & Vogue Limited (BVL) buys, sells, and transports quality used goods including clothing, shoes, books, toys, and household bric-a-brac. We’ve worked with BVL for many years on a number of large projects: they turn to silenceIT for all of their web design, web marketing, and back-office automation needs.
BVL’s latest project was the offshoot of a PPC campaign we helped them develop. An integral component of PPC is the relevant landing page that greets visitors when they click on an ad.
BVL’s static website lacked suitable landing pages for each of the product categories it bought and sold. As part of the project, we created these pages to give the company’s PPC ads more relevance. But because the site was static, it became immediately clear that a new, CMS-driven website would more-efficiently accommodate such changes in the future.
BVL agreed, and tasked us with the redesign and development of a new, easy-to-update website that would better serve its customers.
We analyzed BVL’s customer data, breaking it down by business type (buyers and suppliers, with various subcategories), language preference, and geography. We discovered that BVL’s buyers speak either English or Spanish, but their suppliers, who are located throughout North America, speak only English.
Furthermore, of BVL’s many buyer and supplier subcategories, a small minority was responsible for the lion’s share of BVL’s revenues: the classic 80-20 rule at work. We crafted our designs accordingly.
The new site offers a welcome page that asks visitors to self-identify as either buyers or suppliers. Their choice directs them to an area of the site that offers content of specific relevance to their goals; that is, to buy goods from BVL, or to supply BVL with goods. Each area of the site has its own menu structure and templates. The buyer site is available in English and Spanish.
Both buyer and supplier content exist on the same CMS. Templates and menus are triggered by cookies installed on the visitor computer when they self-identify on the welcome page, and when they arrive on specific landing pages through PPC ads or organic search listings.
As an added attraction, we implemented a new feature: graphical tool tips, to explain often-arcane logistics terminology to newcomers. Where glossary definitions aren’t sufficient, these are accompanied by images to aid comprehension. The main glossary can also be accessed in a Learning Center, along with illustrated guides on how to pack and load used goods for transport.
The new site took less than three weeks to complete, from the initial concept through to search-optimized content creation and final design.
BVL saw an immediate increase in their number of qualified leads. After training, BVL’s staff is now able to update the site when needed, an especially useful feature given the company’s international event marketing schedule.
Future development work will include self-serve applications their buyers and suppliers can use to track shipments and inquire on order status.