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Outdoor Living Today

Premier North American manufacturer of DIY outdoor structures


85% increase in online sales, 63% higher average sales price, more website traffic

Outdoor Living Today manufactures and sells high-quality DIY cedar gazebos, sheds, playhouses, pergolas and pergola canopies, that are designed so that the average person with limited building skills can assemble them. They are based in British Columbia Canada but market their products throughout the US and Canada.

The Challenge

OLT engaged our services as they were looking to increase their direct online business for their DIY outdoor structures.

Their website was dated, not mobile-friendly, only sold items in US dollars, and the presentation of content did not align with the high-quality products they offered. They had significant investments in reviews solicitation and customer-completed projects with their products, but were not fully utilizing these in their marketing.

They were already well represented in a number of high profile big box and warehouse stores throughout North America for their products, but wanted to reduce their dependency and reliance on these channels; parallel, they wanted to better utilize their exceptional customer service processes with direct sales.

Solution

The first step was to better organize and maximize the presentation of a vast amount of information that would improve the ability for a potential customer to easily move through the buying process and have confidence in making what could amount to a $6,000 purchase online for a single product.

Site architecture was overhauled, including friendly URL’s, SSL was integrated to improve trust and protect customer data, schema markup was implemented to emphasis a legacy of strong reviews.

The ability to purchase in US and CAD funds was integrated, and organic search goals were coordinated all within the seasonal nature of the business. Content marketing and on-page conversion optimization supported campaign objectives.

Objectives

  • Increase direct online sales in both the US and Canadian markets.
  • Increase the average overall value per sale.
  • Expand organic traffic to drive direct sales.

Results

  • 85% increase in direct online sales.
  • 63% higher average sales price.
  • 176% keyword expansion of search terms driving organic traffic to the website.

Before

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After

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