Lund International, a premiere supplier of automotive accessories, came to Nebo with well-respected manufacturing capabilities, strong recognizable brands and a loyal consumer base. Our challenge was to represent them on the web in a fresh, relevant way and generate a renewed interest in their products.
BRAND & AUDIENCE INSIGHTS
While Lund had excellent connections with retailers, they also wanted to reach consumers directly. Their website did not accurately reflect the quality of their products or connect emotionally with their customers. Similar to fashion or clothes, Lund’s products were really lifestyle accessories. Instead of just looking like another auto parts site, the website needed to better position their products as a lifestyle choice.
SOLVING THE PROBLEM
Lund’s redesigned website is a showcase for their brands and products, while also allowing customers to easily find and purchase products through their retail partners. As part of the website, Nebo developed:
- A series of custom vehicle animations tied to specific customer segments
- A customized CMS for catalog management
- A custom search tool to help users find the perfect part for their car or truck
- The ability for customers to review products and find a retailer
- Social media integration (blogs, Facebook, Twitter, YouTube, etc.)
DRIVING SEARCH MARKETING RESULTS
Due to the variety of products and options Lund offers, an inclusive strategy was created to drive directed traffic through an assortment of long tail keywords. To complement their new online strategy, we developed a coupon promotional concept, among other strategies, to disseminate the products to segmented audiences who have a strong enthusiasm for customizing their rides.
Nebo’s efforts resulted in:
- Increased organic traffic by over 30%
- Increased organic traffic from primary keywords by 78%
- Improved keyword footprint by over 1,000 terms
- Visitors have completed over 90,000 goal conversions