Australian Laser Company
Generates Additional $2.7M In Revenue,
In Under 24 Months
SERVICES PROVIDED
- Website Design
- Website Development
- Google Advertising
- SEO
We were approached by Koenig, a local Australian laser machine company, who wanted to bring their products to the mass market. Established in 2018, Koenig had built a small but loyal customer base that they relied on to generate sales.
Seeking growth, Koenig sought our assistance in developing a web & marketing strategy to gain wider exposure in both the hobbyist and manufacturing markets for their laser machines, materials, and consumable products.
In this case study, we will take you through the main marketing strategies we implemented, which resulted in an increase in their revenue from $529K to $2,740,396 over a 24-month period.
Building Key Landing Pages To Increase Sales From Existing Traffic Sources
One of our key strategies to increase awareness and improve sales was building effective landing pages.
Koenig was generating a significant amount of traffic to their website through broad match product specific keywords such as “Laser Machine,” “CO2 Laser Machine,” and “Fiber Lasers”.
After reviewing the search terms that related to these keywords, we noted that people in this market were looking for information surrounding this technology, such as “What is a laser cutting machine?”. and “What is laser cutting?”.
These types of questions indicated that those searching, were still looking to discover more information about this technology, and gain a better understanding of how it works, the benefits, and the types of machines available.
To validate this hypothesis, we needed to investigate whether Koenig’s landing pages were delivering this information to prospects, when they needed it.
We reviewed the pages, that were being used to drive traffic to from their paid advertising campaigns.
The pages being used, were category pages, broken down into machine type, showcasing a range of the different laser machines available.
To someone who is looking for information about how the technology works, these pages didn’t seem like a good fit.
To further validate, we setup heat map tracking and visitor recording sessions to see how users were interacting with these pages, once they landed on them.
This data confirmed that 61% of prospects were bouncing from these category pages, and 84% of visitors who landed on the page didn’t scroll past the fold.
To improve relativity, we created informative landing pages based upon what customers were searching for online.
One of the key landing pages created, was focused on the topic “What Is Laser Cutting?”.
The page was designed to answer this question head on, in detail, and then provide the technology available for this particular application of laser.
By improving relatively, we significantly increased quality score, which improved our ad rankings, decreased click costs, and drove more targeted traffic to the site.
In addition, we looked to improve the organic search visibility of this page through strategic implementation of relative keywords. These keywords were seamlessly integrated into the landing page content, meta descriptions, headers, and image alt texts.
As a result, this page became Koenig’s best performing – driving 3,000+ visitors to their site organically each month.
Increasing Web Traffic & Sales WithGoogle Shopping
Most businesses like Koenig, who operate in the industrial market, face high competition and extremely high click costs when it comes to advertising.
For instance, the top page bid for “Laser Cutting Machine” keywords averages between $3 and $8.
Plus, the difficulty to advertise within this market is ranked at 100% – which indicates high costs and lots of competition.
So rather than create a generic Paid Ad Campaign to compete with competition, and most likely get buried, we leveraged the fact that now we had an online store and could advertise on the Google Shopping Network.
Google Shopping was chosen as the preferred marketing vehicle for serveral reasons:
- Lower Click Costs
Google Shopping ads often have lower CPC compared to traditional search ads.
- Prominent Placement
Listings are prioritised at the top of search results, enhancing visibility.
- Visual Appeal
As image ads, they significantly boost click-through rates.
- Reach a Broader Audience
Google Shopping ads allowed Koenig to reach potential customers at various stages of their buying journey.
- Improve Conversion Rates
The visual nature of the ads and prominent placement contributed to higher engagement and conversions.
- Optimise Ad Spend
The lower CPC and higher relevance scores meant that Koenig could achieve more with their advertising budget.
We are also able to implement Dynamic Remarketing Campaigns, that would re-serve specific Shopping Ads, based on the machine products prospects had previously visited on the website.
By utilising these two paid ad strategies, Koenig was able to generate a significant amount of high-quality leads to their inbox, and generate sales for their laser machine products via their website.
We also utilised the Google Shopping Network to promote Koenig’s consumable range of Laser Acrylic & Wood Sheets.
Being lower priced, high-transactional products, the Google Shopping network was a perfect fit to advertise these products to Hobbyists and Manufacturers, who require these sheets on an ongoing basis.
Here's a breakdown of the results:
- Monthly Spend: $5,800
- Clicks: $2,700 p/m
- Conversion: $5,800
- Cost Per Conversion: $16.95
- Average order Value: $214
- Monthly Revenue: $76,196
- Return On Ad Spend (ROAS): 11.5X
Improving Lead Quality & Sales By Enhancing Website
User Experience
Selecting the right laser machine for a customer can be a complex process, especially for those new to the technology. This complexity is due to various factors including the intricate nature of the machinery, the range of available options, the specific applications the customer needs, and budget constraints.
Through multiple meetings with Koenig, we identified that the quality of leads being generated through their existing website was quite poor. Often, inquiries were made for specific machine types, but after initial consultations, it became clear that the machines were either unsuitable for the intended application, beyond the customer’s budget, or prohibitively expensive to ship.
As a result, many leads would drop off, and the sales team wasted significant time sifting through these leads and recommending more suitable solutions. To address these issues, we focused on enhancing the user experience in key areas of the site, to assist a prospect in the sales process when choosing a laser machine.
Advanced Filtering Systems
To streamline the decision making process of choosing a laser machine, we implemented advanced filtering systems on shop category pages.
Filter systems were created with unique options such as power, cut thickness, materials, applications, bed size, and price, to assist users, by narrowing their search, finding a laser machine that was perfectly suited for their application, without requiring the assistance of a sales rep.
Product Cards - Improving Design & Mobile Friendliness
To enhance user experience and product comparability on shop category, we undertook a comprehensive redesign of their product cards.
Initially displayed in a cumbersome stacked format that showed only one product above the fold and was not mobile-friendly, the cards required users to scroll back and forth to compare products. We simplified the design to include only essential specifications, optimised it for mobile devices, and implemented a grid layout displaying three products per row, all positioned higher on the page.
This strategic redesign allowed customers to effortlessly compare products, leading to more informed purchasing decisions and a significant increase in the client’s conversion rates, demonstrating our expertise in creating user-centric, results-driven solutions.
Enhancing Decision-Making with a Custom CNC Press Brake Force Calculator
To improve user experience for customers interested in CNC Press Brake machines, we developed a custom calculator that allows users to calculate the force needed to bend specific materials for their applications. This tool enabled users to input material properties and bending requirements, providing precise force calculations. With this information, users could easily select the most suitable press brake machine for their needs, simplifying the decision-making process and enhancing overall customer satisfaction. This tailored solution not only streamlined the user experience but also positioned our client as a knowledgeable and customer-centric provider in the CNC machinery market.
- Product Videos
Demonstrated the machine’s capabilities in action, providing a dynamic and engaging visual experience.
- Visual Specifications
Presented key specifications and features in a more visual and digestible format, making it easier for prospects to understand.
- Product Gallery
Showcased parts produced by the machine, highlighting its precision and versatility.
- Downloadable Brochures
Offered detailed information for prospective customers to download, ensuring they had all the necessary details at their fingertips.
- Trust & Payment Icons
Displayed icons to reassure prospects about the security and reliability of making a purchase online.
Empowering Sales with a Custom Laser Machine Builder Application
On Koenig’s existing website, the sales process heavily relied on inquiries. Prospects would inquire about a particular machine and then customise it with a sales rep over the phone to suit their application. This often led to sticker shock, resulting in lost sales opportunities and significant resource expenditure.
To streamline sales and enhance user experience, we developed and implemented a custom Laser Machine Builder Application on each product page. This tool allowed prospects to build and price their own machine by selecting unique add-ons and features, with a price tally displaying the exact cost in real-time. This transparency enabled users to see the total price of the machine before requesting a quote or proceeding with an online purchase. By providing clear pricing upfront, we reduced sticker shock, improved customer satisfaction, and increased conversion rates, ultimately making the sales process more efficient and effective.
Streamlining Koenig's Backend Operations
A major part of building custom web solutions for us is not only to look at the website from a sales and marketing perspective but also to consider how the website can assist in automating regular back-end systems and procedures.
The Director, Jenny, had identified that their sales team was spending substantial time producing quotes, sourcing shipping rates from freight companies, and packing orders for acrylic material products in specific box sizes.
Not only did this cost a substantial amount of money in paying staff to complete these repetitive tasks, but it also caused them to miss out on sales opportunities if quotes were delayed, the wrong box sizing was used, and shipping rates were too expensive for the customer.
To overcome these issues, we implemented the following solutions to help automate processes, alleviate staff time to focus on important tasks, improve back-end operations, and make Koenig run more efficiently as a business.
Instant Online Quoting System
To alleviate the time and effort required by the sales team to produce quotes manually, we developed an online instant quoting portal integrated with the website’s cart function. This system allowed prospects to generate and download valid quotations for the products in their cart instantly. The quoting system logged the client’s details and quote number, which then alerted Koenig’s sales team. This streamlined process enabled the sales team to follow up promptly with leads, nurturing them through the sales funnel and increasing the likelihood of converting inquiries into sales. By automating the quoting process, we enhanced efficiency and ensured a smoother, more responsive customer experience.
Simplifying Logistics Through The Website: Live Shipping & Smart Boxing
To streamline Koenig’s logistical operations, we integrated their checkout experience with a live shipping integration, providing customers with accurate shipping costs for their purchases in real-time. This transparency allowed Koenig to avoid losing sales due to unexpected shipping charges that could deter potential customers after a lead was generated.
Additionally, we implemented Smart Boxing rules to further automate the fulfillment process. This automation eliminated the need for Koenig’s warehouse team to manually process each order and identify the appropriate box for packing, significantly speeding up operations. With a vast inventory of products of varying sizes and weights, this solution ensured efficiency and accuracy in order fulfillment, enhancing overall operational productivity.
Increasing SEO Ranking With Niche Specific Articles
To boost Koenig’s online presence and drive targeted traffic to their website, we focused on creating niche-specific articles. This strategy aimed to enhance search engine rankings, establish authority within the laser market, and attract high-intent visitors. Here’s how we implemented this approach:
Identifying Lucrative Niche Markets
We began by identifying 10 distinct niches within the laser market where there was significant online interest in machines, services, and specific information. These niches included:
- Laser cutting steel
- Laser cutting timber
- Laser cutting plastic
- Laser cutting metals
By understanding these niches, we were able to target our content more effectively and reach potential customers who were specifically interested in these areas.
Creating Niche Specific Articles
Next, we conducted a thorough analysis of the top search results within these niches. We examined the content that was already ranking well, noting the topics covered, the structure of the articles, and the type of information provided. This analysis provided valuable insights into what users were searching for and what content resonated most with them.
Using the insights gained from our analysis, we created high-quality articles that were specifically geared to provide the necessary information users were seeking. These articles were meticulously crafted to address the needs and questions of potential customers within each niche.
For example, one of our articles titled “Laser Cutting Technology In Fashion And Textiles Industry” provided in-depth information on the process of laser cutting for creating designs, including techniques, best practices, and common applications. This not only helped establish Koenig as an authority in the laser cutting steel niche but also drove highly targeted traffic to their website.
Increased Rankings and Website Vistors
By creating and optimising these niche-specific articles, we were able to improve Koenig’s rankings in search engine results significantly. These articles attracted highly targeted traffic, as prospects searching for specific laser cutting solutions found valuable information that met their needs.
Moreover, once visitors landed on these informative articles, they were more likely to explore other sections of the website, including product pages and category pages, further increasing engagement and conversion opportunities.
In summary, our strategy of creating niche-specific articles played a crucial role in increasing Koenig’s search engine rankings, establishing their authority in various laser cutting niches, and driving targeted traffic to their website. This approach not only boosted their online visibility but also enhanced user engagement and ultimately contributed to higher sales and revenue.
Conclusion
These are the main strategies in Koenig’s omni channel marketing approach, that we deployed, and believed to have significant impact when growing their brand.
A big attribution to their success, was choosing to work with an agency like Marketing Lab, who has 13 years of experience selling complex machinery over the web.
To sell these types of products effectively, we invest significant time into
Koenig’s growth has continued to expand beyond their online marketing efforts. Recently, moving into a larger headquarters that is equipped with a laser machine showroom and sufficient warehousing space for their materials and consumables inventory.
Additionally, they’ve setup operations in NSW and QLD, to ensure sufficient delivery and support of their products in other states.
Today, they are cemented as a leader in this space.
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