Discount Water Softeners

Focus On The User Experience

36% Increase in Conversion Rate on Mobile Devices

Changing gears from a website that made the customer hunt for what they need, Lucca Alla Moda broke down the process it takes for the buyer to understand their needs to quickly find the right product for them. The outcome was a website that offers more tools and guides to help new customers quickly find a solution that meets their needs. At the heart of this is the new Choose the Right Water Softener page which walks the visitor through visual steps to find the product they need.

Another addition is the new Support Center which makes it easy for potential and existing customers to find numerous resources.  Install guides, manuals, video tutorials, a searchable knowledge base, and contact forms give shoppers easy access to the information they want. By giving the shopper not just more tools but the right ones to find the information they need, the result is a reduced load on the sales and support staff while generating more revenue.

With the redesign, it provided the opportunity to design a mobile-first experience. A cleaner header and navigation, as well as a touch-friendly experience throughout the website regardless of the users’ device, has resulted in increased revenue and a bounce rate reduction of 57%.

A Highly Competitive and Focused SEO Strategy

59% Increase in Organic Traffic

Using research on real customers and what they search for, the strategy for Discount Water Softeners was put into high gear in order to get their products in front of their ideal customers.

We targeted factions of the company including “water softeners” and “iron filtration.” In addition, content was utilized to target and answer the many questions asked by consumers in regards to their home water filtration needs.

With the new strategy in full swing, coupled with daily maintenance for any sudden changes or alerts, we were able to increase rankings for our targeted to first-page results. The increased rankings led to increased visibility for more traffic, and ultimately more sales.

Increase in Google Ranking*

Increased “Iron Filtration” Ranking from 24 to 5 (First Page) – Google
Increased “Water Softeners” Ranking from 7 to 5 (First Page) – Google
Increased “Water Softener” Ranking from 14 to 7 (First Page) – Google

*Increase from May 10, 2017 to October 19, 2017

Intelligent AdWords and Facebook Advertising Campaigns

108% Increase in AdWords Conversion Value

Google AdWords initiatives were revamped to take all of the data from previous runs to see where we could increase ROI. We created new campaigns as well as cleaned up existing ones. Every day the numbers were watched to compile data that could show us the strengths and weaknesses of the campaign. The first success we saw, was to be able to spend less money without affecting conversions. The second success was be increased conversions while still making sure we are saving the client money.

Without any previous conversion-based campaigns, Lucca Alla Moda created new campaigns and detailed target segments from scratch. With several campaigns and creative targeting different users in a variety of states, Facebook Advertising added 13% to total revenue and growing.

Building a Social Presence

436% Increase in Sessions from Facebook

DWS had a social presence on all the main platforms (Facebook, Twitter, Instagram, Pinterest, and YouTube). We took what was in place and improved it with new types of content and tailored language to the platform. A structured content calendar was created to keep track of postings every week and schedule ahead for holidays to create consistency, fixing a problem of the past. With water softeners, a big ticket purchase, selling to potential customers requires transparency. Using verified reviews, customer photos, and promoting customer service across social media shows potential customers what the product and the service they will receive before, during, and after the purchase. Pinterest alone saw a 629% increase in viewers.