Who They Are
Campway’s is a truck accessory retailer with locations throughout the San Francisco Bay Area. From camper shells and tonneau covers to truck racks and trailers, Campway’s has what you need to outfit your truck to match your needs and lifestyle.
The Challenge
Campway’s started as a traditional brick-and-mortar business with a website, campway.com, that served primarily as a way to raise brand awareness, build experience, expertise, trust, and authority (EEAT), and display their full catalog of products.
Their pain point? Sales and revenue. While the existing Campway’s website could generate leads with forms, it wasn’t enough to stay agile and continue competing with other retailers. Campway’s needed to take the next step.
The Solution
Our strategy: transform the Campway’s website into an ecommerce powerhouse. To do this, our agency had to completely revise the website’s backend and frontend for a completely new user experience.
Our solution included:
- Debut a new ecommerce platform: Incorporate a product data management system, Acumatica, for up-to-date information on all products offered at Campway’s.
- Optimize the conversion funnel (CRO): Simplify navigation, conversion opportunities, and the purchasing process to make it as straightforward and enjoyable as possible.
- Optimize individual product detail pages: Include SKU, product details, optimized image alt-text, high-resolution images, clear CTAs, and keyword-prominent descriptions for better search ranking.
And with the introduction of a PDM system, we were able to set up Google Shopping Ads through a new Google Merchant Center account for Campway’s. And with up-to-the-minute inventory tracking for local stores, we could also offer Local Inventory Ads to market directly to customers in their areas.
The Results
Within the first quarter after launching the new ecommerce platform, Google Search impressions rose 73%, and clicks rose 22%. Sessions from Organic Search increased 10%, and engaged sessions* increased 44% with an average time on page of 00:01:25.
With the transition away from traditional lead generation, we did anticipate a decline in conversions. However, we were excited to see that we were already seeing transactions on the new ecommerce platform. Within the first quarter, we saw 25 transactions from Organic Search totaling $14,421.
*Engaged sessions are sessions that meet one of three criteria: 1) last longer than 10s, 2) include more than 1 page view, or 3) complete one key event.