Websites that pay for themselves in 3 weeks!
May 2011
New global technology and security standards require that electronic point of sale (POS) terminals shall be compatible with micro-chip embedded banking cards, and are to be implemented in New Zealand no later than 31 May 2011. Furthermore, the Rugby World Cup Tournament will also present additional opportunities for EFTPOS retailers connected to the event (expected sales revenue of $1.7 billion), all requiring compliant POS terminals.
With this deadline looming, Warkworth based Eftpos Now (www.eftposnow.co.nz) business owner, Therese Eliasen, recognised the lucrative sales opportunities of the Eftpos upgrade market, and of new Rugby World Cup related merchants. Without further delay, Therese engaged Kudos Web to assist with the optimisation of the Eftpos Now web business profile.
Historically, the marketing campaign consisted of costly local press and radio advertising that typically generated one to two enquiries per week, whilst a brochure-type website created only a year prior produced only one enquiry every three weeks. "The old website was a shambles” says Therese, “I now appreciate that a poor website portrays a poor image to the consumer”.
To rectify the situation, Kudos Web immediately instigated a complete re-design and re-build of the Eftpos Now website. The new site incorporated modern, colourful graphics, clear concise text and a prominent ‘Call To Action’ e.g. ‘Buy Now’. However, in a competitive market, the success of an individual website depends not only on appearance and ease of page navigation, but also on the ‘strike rate’ or page rank for relevant keywords by an internet search engine, such as Google.
Kudos Web also introduced a GoogleAdwords campaign, which allows the user to bid for sponsored advertisements on specified key words or phrases to be displayed instantly on the right hand side of Google searches. This cost effective method of advertising is charged to the user on a pay-per-click basis and may be switched on and off (by user or Kudos Web) in accordance with a nominated budget.
Within a matter of hours of release of the new website complete with Adwords campaign, the internet traffic received by Eftpos Now had increased significantly (as monitored by a Google Analytics tool). ‘Suddenly we were receiving around six sound leads per day, many of which were converted to a sale’ commented a delighted Therese. ‘Our new web-site has been so successful, it’s paid for itself within three weeks of launch, and we’ve cancelled all other forms of advertising too!’