- The Karcher Group
- Web Marketing
- Search Engine Optimization
- SEO Case Studies
- Antique Auto Parts
Snyder's Antique Auto Parts Case Study
URL: www.snydersantiqueauto.com 
Product: Antique Ford Parts
Campaign: E-Commerce, Search Engine Optimization, Customer Conversion
Time Frame: December 2006-December 2008
Background:
When TKG first started working with Snyder's Antique Auto way back in 2000, there were doubts as to the success of selling antique Ford parts on the Internet, especially to a target demographic that is primarily senior-age males. Snyder's had a successful catalog business which had been in place for three generations. Would Snyder's audience accept the Web? And if they did, would they be comfortable buying online?
The answer is a definitive YES to both questions. Since day one, the Snyder's website has exceeded all expectations, currently holding top rankings in Google for dozens of keywords and consistently performing above industry averages.
Tactics:
Research is critical to developing a successful Web strategy, and Snyder's is no exception. By analyzing customer behavior, we were able to make adjustments based on intelligence gathered from the site data. Using the information we found, in January 2008, we launched an updated version of the shopping cart in an effort to make purchasing online easier for users. The cart was designed based on buyer behavior from existing data.
Results:
Online sales December 2007 vs. December 2008 increased 101%, with the cart abandonment rate improving to just 23%. The site has always had an above average conversion rate; however, in December 2008, it was at 9% - drastically higher than the industry 3% average.
|
|
Dec-06 |
Dec-07 |
Dec-08 |
|
Online Sales |
518 |
742 |
1,494 |
|
Sale Conversion Rate |
3.78% |
4.26% |
9.00% |
|
Cart Abandonment |
61% |
55% |
23% |
For December 2007 vs. December 2008, traffic also increased tremendously ï� up 80.6% due to continual increases & maintaining Google rankings for high traffic phrases.
|
Keyphrase |
Rankings in Google |
|
model a ford parts |
1 & 2 |
|
model t ford parts |
1 & 2 |
|
antique ford parts |
2 |
|
model t repair parts |
2 |
|
model t ford accessories |
1 |
|
model a ford accessories |
3 |
|
aa truck parts |
2 & 3 |
|
antique truck supplies |
3 |
Recap:
Snyder's has always understood that the benefits of SEO are felt over months and years, and has reaped the rewards of the cumulative effect of SEO. Their commitment to SEO as an important marketing strategy has also given us a wealth of data to help improve their business, such as the updated shopping cart. By making continued changes to their site, Snyder's has grown significantly in market share and sales. Even slight improvements have resulted in increased sales, which shows that web customers immediately react to improvements and that site statistics can confirm changes and improvements.
