B2B Manufacturer & B2C Online Retailer
Founded in 2003, Awntech is a leading designer and manufacturer of fixed metal, canvas, and retractable awning structures, fabrics, and accessories under the famous BEAUTY-MARK® brand.
In 2017, Awntech approached Atomic Design and Consulting to improve their current direct-to-consumer and business-to-business strategy at awntech.com. The goals from the project were clear: optimize the current website and leverage traffic to increase e-commerce sales.
Standing Out in a Crowded Market
The retail market is crowded. There are multiple channels and consumers often land on big name e-commerce sites to purchase home goods. As Awntech started to grow their product lines and retailer partnerships, online sales continued to present an incredible opportunity for Awntech to reach a wider customer base, particularly with the end user. To do this, they needed to leverage multiple online channels to ramp up and grow.
Assessment, Optimization, and Delivery
Awntech was previously working with another company for website maintenance and SEO when they asked Atomic Design and Consulting for a second opinion. The first thing was conduct a comprehensive audit of the company’s sales and marketing efforts – everything from conducting an automated and manual audit of the website to a full competitor shakedown. From this review we recommended and implemented the following actions:
Less than a year after partnering with Atomic, Awntech’s website went from a below average channel to a sales-generating machine. Between January 2019 and January 2020, overall website traffic increased 232%.
After implementation of structural and technical website updates, we saw an immediate lift in organic traffic and conversions. In 2019, organic traffic grew an incredible 91%.
Awntech took approximately 573 transactions in 2018 with an attribution solely to SEO efforts. In 2019, we rolled PPC and email marketing strategies into the marketing mix and the transactions count jumped to 1,260.
All of these successes yielded the must impressive result: Awntech’s overall revenue grew significantly in 2019 with only 2.6% of all revenue being allocated toward ad spend – a significant return on spend. Finally, midway through Q2 of 2020, we are seeing a steady growth in online sales compared to 2019, despite uncertain economic times.
Working With the Atomic Team
From day one, the Atomic team came in and did their due diligence to understand the products, taking time to create campaigns and content that engages prospects where they are at in the buyer’s journey – which is a critical aspect in making a multi-channel markeitng strategy successful.
Through outstanding implementation and execution, Awntech expanded its customer base to include more end users on top of its already robust distributor focus. Stacy Pinkerton, the Atomic team lead and marketing strategist on the account, added: “Awntech was determined to grow and differentiate in a crowded marketplace, and, starting with a thorough discovery process and tons of client conversations, we’ve been able to build a conversion engine that continues to produce results.”