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Kate O'Donnell,
Creative Services Manager, American Women in Radio and Television, Inc.,
www.awrt.org
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Hudson Trail Outfitters, Ltd. Case Study
Situation:
Hudson Trail Outfitters, Ltd., a Washington DC retailer with more than 240 employees and as many as 16 locations throughout the Mid-Atlantic region, maintained an aging and underperforming website. The ecommerce site offered a wide selection of mountaineering, trekking, backpacking, camping, canoeing, kayaking, climbing, mountain biking, road touring, recreational biking, cross country skiing, snowboarding, and fly fishing gear and equipment at low prices. In spite of great selection and prices, Hudson Trail's ecommerce site lacked the ability to draw traffic from the search engines and failed to convert its traffic into customers effectively.
Objective:
Realizing the many advantages to doing business online and the opportunity that was being squandered, Hudson Trail Outfitters, Ltd. sought to increase traffic to its site and improve sales from the web. Without a knowledgeable web staff on-hand, Hudson Trail knew they would need to partner with a trustworthy firm that could deliver both success and guidance.
Solution:
To begin taking advantage of existing traffic, Blue Water Media began making revisions to the existing site to add new promotional discounts functions and cross-selling capabilities that would increase customer conversions and sales. Other improvements to the site included back-end enhancements that improved the speed and reliability of the site. Blue Water Media programmers were also able to have the site automatically communicate with the existing inventory and audit system of the brick and mortar stores - eliminating hours of manual data entry for Hudson Trail's accounting.
In addition to operational improvements, Blue Water Media began a comprehensive SEO campaign that would increase Hudson Trail's visibility in the search engines and give a boost to traffic. As work was underway, Blue Water Media implemented a new Google AdWords campaign to provide an immediate boost in traffic and much needed sales.
Impact Results:
As rankings and visibility in the search engines increased, traffic to the site rose steadily over the coming months. In addition to increased traffic, Blue Water Media's efforts have improved the website's efficiency in converting that traffic into customers.
Blue Water Media has maintained its relationship with Hudson Trail Outfitters, Ltd. and continually works to increase rankings in the search engines and improve the site's ability to convert visitors into paying customers.