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Case Study Motor Parts Retailer

About the Customer

The client is the original online source for vintage & modern Harley Davidson & Indian motorcycle parts 1903 thru 2006. They manufacture the highest quality American made products for American motorcycles.

Business Situation

The client felt that they were not achieving their full potential with their existing Web site. They wanted to increase awareness of their products and increase sales online, through online comprehensive catalog and utilizing search engine optimization services. They wanted to expose their product catalog to the thousands of people using search engines to find products every day. They also needed to greatly improve their rankings in the major search engines.

The Objective

The main objective of this project was to create a comprehensive catalog with search engine optimized to increase sales across different countries. The client envisioned the catalog to act as user-friendly and search engine friendly. The shoppers should be able to view products from any search engine say, Google, yahoo, MSN, thus increasing the number of visitors to the Web site and in turn increasing the sales.

Challenges

Every product detail page of your online catalog is a potential entrance way to the Web site. The person, who entered the phrase in search engines like Google, knows exactly what they are looking for and if your site appears in that spot, meeting their demands, significantly increases the sales.

In the Search Engine Optimization world, we call this the Long Tail. It also means lots of money because your Web site met the consumers need when they were ready to buy. This is power of ecommerce optimization - making sure every page of your online catalog is properly optimized and then indexed, so that the search engines can send you all the people with their credit card in hand ready to spend.

The features included are:

• Display of products with images, prices in a comprehensive manner
• All the product pages in the catalog were designed to search engine friendly
• For optimum visibility in search engines the solution includes the generation of PHP sitemaps. This enables potential customers looking for a specific product on a search engine to obtain a link directly into the relevant page of the Web site.
• With 30,000 products available, all products have been coded with the keywords, code, description, etc for online visibility.

Enter DCKAP Inc

Keeping in mind DCKAP’s proven capabilities and success ratio in the creation of e-commerce solutions, catalogs, SEO the customer decided to award this project to DCKAP. DCKAP then conducted an in-depth study of the business need of the customer as part of the initial phase of this project. This helped immensely in chalking out a plan for the catalog design.

DCKAP’s Analysis

A comprehensive study and analysis of the client’s business requirements brought DCKAP the entire product information and features of catalog.

DCKAP’s Solution

DCKAP’s services offered include:

• Easy to understand catalog
• Optimizing all product pages

Easy-to-understand catalog

The comprehensive display of products with images, price, and description facilitates the user in making quick purchase decisions. Viewing all products in one place would give the feel to the customers that they are purchasing in physical store.

b. Optimizing all product pages

All product pages was made search engine friendly that, when a customer types the product name or product code in any search engine, the relevant page link of catalog will be displayed. Thus increasing the visibility of the product and sales.

Instance 1: Google Messenger

If you type the product code say VTwin 49-4017 in Google search engine, the search engine will display the relevant catalog page in the Web site.

Instance 2: MSN Messenger

If you type VTwin 49-3074 in MSN messenger, the search engine would display the relevant catalog page link in the Web site.

Instance 3: Yahoo Messenger

If you type VTwin 49-0055, the Yahoo Messenger will display the relevant catalog link in the Web site.

Technology Stack

Scripting Language: PHP

Benefits

Increase in Revenue

• After the implementation of catalog, the client has doubled its sales.

Increases Product Accessibility

• The shoppers were able to access product information from any search engine. When the shopper types in the product name, they were directly landed to that product page in the website.

Company Growth

• Online Catalog with search engine optimization developed by DCKAP was a major drive force for the increase of revenue and growth of the client.

Increased Online Visibility

• The online visibility of the site started to climb and this was reflected in unique visitors and sales.