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How a Hot Air Tool Manufacturer and Distributor Increased E-Commerce Web Traffic by 21% and Online Sales by 67% in One Year
21% INCREASE
in website visitors
22% INCREASE
in new website visitors
67% INCREASE
in total sales
Overview
WHAT IS INDUSTRIAL HEAT SOURCES?
Founded in 2006, Industrial Heat Sources (IHS) is a supplier and manufacturer of hot air tools, accessories, and replacement parts for a variety of industries, from manufacturing to flooring to civil engineering. IHS carries hot air hand tools, automatic welders, blower systems, and more from 16 leading manufacturers, including Atlantic Blowers, Tempco, and Steinel. IHS also offers multiple service options, including repairs, rentals, an extensive inventory, arranged pick-up and delivery, and live video chat.
The two-man team is run by Eric Pardo, CEO and owner, and Bob Heater, sales and marketing/operations manager. Combined, the two have decades of experience, which they love to share with their customers.
THE CHALLENGE
In February 2020, Ready North launched a Shopify website for IHS. Before the launch, customers were unable to purchase products from IHS’s website. While this was a positive change for the business, Eric and Bob wanted to ensure they saw a return on their investment. Given this, IHS sought to boost traffic and accelerate online sales.
With a smaller budget and limited resources, Ready North needed to identify a creative solution to accomplish these goals.
“When we launched our new e-commerce site, we knew marketing would play a paramount role in reaching our business goals. Having Ready North as an extended member of our team has given us peace of mind that we’re making the most strategic marketing decisions, especially as we grow the sales and service sides of our business.”
Bob Heatersales and marketing/operations manager, IHS
THE SOLUTION
Throughout the remainder of 2020, Ready North focused on the foundational task of website conversion rate optimization, which included uploading hundreds of new product listings and tagging existing ones.
Once this large-scale task was complete, Ready North’s efforts shifted toward the more granular goals of boosting web traffic and driving online sales. Understanding these objectives, Ready North conducted a conversion rate optimization audit, which included research-based, strategic recommendations designed to scale IHS’s website.
Once this large-scale task was complete, Ready North’s efforts shifted toward the more granular goals of boosting web traffic and driving online sales. Understanding these objectives, Ready North conducted a conversion rate optimization audit, which included research-based, strategic recommendations designed to scale IHS’s website.
Some of the actions included:
These approved recommendations were prioritized and executed throughout 2021—all while balancing additional needs and priorities.
- Reorganizing the website navigation to highlight valuable resources, such as the blog.
- Adding calls to action at the end of every blog post.
- Updating IHS’s top-selling products to optimize SEO.
- Revising informational pages to include top keywords and details to enlighten prospects and customers.
These approved recommendations were prioritized and executed throughout 2021—all while balancing additional needs and priorities.
RESULTS
As a result of Ready North’s conversion rate optimization efforts, IHS saw a +20.7% increase in website visitors and a +21.9% increase in new website visitors comparing 2021 with 2020. This boost in users also contributed to a +67.0% increase in total sales from 2020 to 2021.
Even today, the actions from the conversion rate optimization audit have reaped year-over-year growth in returning and new website visitors.
“Our ultimate goal with launching an e-commerce website was to increase our revenue, and we were elated to see such a significant improvement over the course of only a year. We’re grateful to have Ready North leading the charge on marketing efforts that are driving tangible, quantifiable results.”
Eric PardoCEO and owner, IHS