Known throughout the Screen Printing industry for its quality products and technical expertise, Pyramid Screen Products, currently employing 10 workers, holds a leading position within its sector. Today the e-Commerce website of Pyramid Screen Products serves an extensive customer base. We spoke with Dean Smith, who oversees all online operations about their e-Commerce site and how its impact on their business is exceeding all expectations.
The 3 keys to their online success:
- An eye-catching web design built into a webstore that is designed to facilitate a smooth buying experience
- Working with field experts through a single point of contact
- Reaching top ranking in Google’s first page through well-coordinated SEO and AdWords campaigns
Actinic: As an established brand in the screen print industry, why did you decide to bring your products online?
Dean Smith: In 2015 we decided to launch our e-Commerce website to reach a different type of customer. We deal with fairly large screen printing companies, and we wanted to accommodate the newcomers on that market with a fresh-looking website that would attract this young and dynamic audience. We started out with a simple showcase website, but we soon decided we needed to facilitate the purchasing process with a fully functional e-Commerce site.
Actinic: What factors did you consider when you decided on an e-Commerce partner?
Dean Smith: Because we didn’t have any knowledge on how to run an e-Commerce site, we didn’t want to work with a small agency or a freelance web developer and risk investing large sums in a project we couldn’t control ourselves. So, we looked for an out-of-the-box solution that would suit our budget, but most of all, we wanted to work with a reliable partner that would be there for us in the long run, assisting us in setting up the e-Commerce site and providing us with the much-needed e-Commerce business insights. When we spoke with the team about our project, they immediately helped us think things through in terms of objectives and expected turnover.
We took the right decision. The Actinic e-Commerce solution is complete and enables us to grow in ways we didn’t expect. We should’ve contacted them sooner!
Actinic: Which were the elements that made your e-Commerce launch such a success?
Dean Smith: Our website turnover doubled after we implemented the bespoke design! We started by adapting a template that suited our business and products, which was surprisingly easy to do and it looked really good. The industry we’re in tends to a diverse customer base and we really wanted a design that reflects the artistic side of screen printing, setting our business apart from the competition. When we turned to the design experts at Actinic for our logo, homepage and product page design, the black-themed website idea we brought in was an interesting challenge for the team, and they built us the eye-catching website we wanted, incorporating all the best practices, such as displaying payment methods and a breadcrumb trail to help guide our visitors to the checkout pages.
Our product catalogue is at the centre of our home page design. The design draws the attention to our products, focusses on the important areas of our site, and our customers tell us they find the funky and colourful design as easy to use, as it is beautiful.
“From day one Actinic experts were dedicated to increasing our online visibility and their efforts have really paid off!”
The SEO team were brilliant and their first campaign led to a site traffic increase of 57%! After implementing our bespoke design, we trusted the SEO experts to attract qualified traffic to our site. The initial SEO campaign literarily launched us onto the marketplace! We worked closely with the support team and the SEO experts on increasing our visibility and building brand awareness. From day one they were dedicated to increasing our online visibility and their efforts have really paid off! The first months we purely focussed on optimising our website to perform well on search engines. When improving a site’s SEO it is important to know the trade, and after the team had thoroughly studied our market and competition they came back to us with a list of keywords including long tailed words such as “Screen printing emulsion”. Out of the 37 keywords that rank our website on the first page of Google, 11 highly competitive keywords rank us first position on page one!
Actinic: Is SEO your only traffic acquisition channel?
“Working with Actinic is like having another salesman to us!“
Dean Smith: Our latest AdWords campaign reached a ROI of 31.29, an incredible result! We wanted to further increase our brand’s visibility on the net, so we set out to actively advertise on Google. Solenn, our traffic manager, analysed the AdWords campaigns per product group and suggested we optimise the product pages and descriptions for these products to enable higher organic ranking for our ads. Now 58% of our AdWords conversions come directly from these high-performing products! And because they constantly monitor and readjust our AdWords campaigns for us we continue to count on them to bring us these fantastic results! Working with Actinic is like having another salesman to us!
The level of service and support we receive from the teams is just incredible.
Andy, our contact at Actinic, helped us set up the abandoned cart recovery program which already has a ROI of 66! He is always available to show us new ways and means to increase our online turnover or conversion rate. The training we received on back office management was very useful and informative. Luke our trainer was very knowledgeable and the strategies for growth he presented were easy to implement. We discovered the new mobile website and free delivery calculator which we installed and customised immediately and one month down the line we increased our online turnover by 27%! We now have our mobile website set up and are already taking an additional 10% over this channel.
Actinic: What’s next for Pyramid Screen Products?
“Actinic helps our customers find us by getting us to the top of Google ads!”
Dean Smith: Overall visibility has increased to an extend that now we reach out to customers that would otherwise not had known about our business and products, even internationally! Many of our customers still pick up the phone and ask for a quote and because our Google ads feature contact details, we see our offline sales grow too! Actinic helps our customers find us by getting us to the top of Google ads. Thanks to our brand’s increased visibility we are selling a lot more machinery now than we did before we sold through our e-Commerce site.
Last month we sold about £75.000 in screen printing machinery alone due to the efficient advertisement campaigns, and because we are looking forward to further improve and expand our e-Commerce business, we are now setting up Facebook ads and emailing campaigns directly from our back office!
We’re also looking forward to selling on Amazon and eBay with the marketplace managers and we are excited about our plans to even further improve our website design.
Our e-Commerce is growing, making more money than before and expanding beyond our expectations which makes us consider hiring someone to take care of our online business fulltime and make sure it gets all the attention it deserves!
- Beautiful e-Commerce design
that draws attention to our product catalogue. Our customers love it!
- An easy-to-use e-Commerce solution.
We spend very little time managing our site which allows us to concentrate on developing our business.
- Great advice and efficient campaign setup by certified AdWords experts.
The results of our Google AdWords campaigns live up to our ambitions, we trust Actinic with our Google ads and SEO!