Sales & Enquires Platform
Global Lead Generation CMS Website
We created a market leading oil and gas global website for Unique Group to transform their incoming sales pipeline and lead generation. Unique Group are a global company leading the way in providing engineering expertise, sales and rental equipment and the latest technology for the marine, diving, pipeline and subsea market sectors.
The challenge was to re-design the Unique Group website and migrate all companies within the group under a single domain moving from a “house of brands” to a "branded house". The previous Unique Group web presence was spread across several websites, each website was acting as an independent silo with no central control. Once these were all migrated into the branded house under the Unique Group brand all divisions were now in a position to work together providing a platform for maximising cross-selling and up-sell opportunities.
Through analysing historical data using Google Analytics and our Competitor Research Tools we were able to identify areas of the website which were getting a high amount of traffic but not converting to enquiries. With this in mind, mtc came up with a solution to re-design the site by adding clear Calls to Action on every page. We also set out clear and identifiable colour schemes for each division making the customer journey more attractive and focusing on converting those users into enquiries.
Service Landing Page Machine
With a 200% increase in enquiries generated the new website is now hosted in a cloud-based architecture utilising Amazon's AWS to deliver a global strategy moving forward. The digital strategy developed and implemented by mtc encompasses Global Search Engine Optimisation (SEO), Paid Search, Re-Targeting and Email Marketing.
Success Metrics for Unique Group
The new website led the re-branding of Unique Group as a trusted subsea, offshore and life support provider. We generated an increase of 44% in overall website traffic year on year by making Unique Group more visible in key geographic territories where the business had identified growth opportunities.
By ensuring all traffic landed on the most optimal landing page, users can easily find exactly what they are searching for. This improved user engagement resulting in a 60% increase in online enquiries. The PPC campaign also benefitted from a 200% increase in Conversion Rate within the new landing pages and a decrease of £45.41 in Cost per Conversion. Google also rewarded the lightening fast, keyword rich, optimised user experience with keyword quality scores doubled across the board.
Explore The Design
Marketing Approach By analysing historical data using Google Analytics and our Competitor Research Tools we were able to identify areas of the website which were getting a high amount of traffic but not converting to enquiries. Our solution implemented a design rich with clear Calls to Action on every page. We also set out clear and identifiable colour schemes for each division making the customer journey more attractive and focusing on converting those users into valuable sales leads directly fed into the Unique Group CRM (Microsoft Dynamics). Unique Group has benefitted from a massive uplift in enquiries from the new website development and digital marketing strategy we have executed.
Our continuous marketing and development efforts ensure Unique Group continues to benefit from massive online growth on a global scale. We are very proud of the success achieved so far and with plans to really take things to the next level for Unique Group, we are all excited to see what is to come as part of the projects next phase encapsulating a marketing leading eCommerce implementation, the first of its kind in the oil and gas sector.