CCTVdirect are one of Europe’s leading CCTV distributors and trade installers and they’ve been in operation since 2007. They are also a fellow Leeds based business operating out of their headquarters on Scala Court, just off the A61; a mere stone’s throw from our own offices on Kirkstall Road.
CCTVdirect needed a brand new, fully responsive ecommerce website, built on an easy to use content management system that would be capable of supporting the business’ organic search goals and future business development. It was also key that the new website integrated where possible, with their existing stock management system; Orderwise.
The strategy for the new CCTVdirect website was to put their product range at the forefront of their digital content. To do this we prioritised the products and services on the primary navigation and created product categories and sub categories to establish strong vertical link structures. To establish horizontal link structures we also ensured alternative products and accessories could be associated with other product pages.
This focus on strong link structures and good product organisation and visibility serves to provide the right foundations for effective ongoing SEO, as well as supporting the user journey and reducing the barriers to conversion.
The CCTVdirect branding was already well established, so this formed the foundations of the final website design. It was simply updated for a digital audience and some subtle changes were made to the fonts, colours, logo and imagery, while rich media such as video has been used to enhance the visual impact of the website.
An icon set clearly and effectively displays CCTV Direct’s unique selling points and brand logos for the different product ranges are also displayed clearly, to capitalize on their ability to convert visitors into customers.
The CCTVdirect website is built on the Kentico content management system which meets their key objective of having a fully responsive and easy to manage website.
Kentico’s standard product options functionality is used extensively in order to successfully manage and display the vast CCTVdirect product catalogue. Product options were implemented as opposed to product variants to avoid restrictions and ensure the website is futureproof should the product range expand in the future.
The website is also successfully integrated with Orderwise. To do this we developed web service endpoints. One which allows the URL to be requested so it can display the required XML for import and another that consumes an XML POST variable containing SKU numbers, prices and stock levels.
This provides two key functions: one, it retrieves the latest orders and two, it updates prices and stock levels accordingly. This function runs every fifteen minutes to ensure the product catalogue is well managed and up to date, effectively supporting the buying journey.
For EU customers, Kentico’s Currency Exchange Rates feature has also been used to create a conversion table for pound sterling to euros. This uses Scheduled Tasks to automatically retrieve the latest exchange rates directly from the Yahoo! API. While this feature is not currently live, the functionality ensures that expansion to more overseas markets is easily facilitated and it serves to make purchases easier for their existing EU customers.
Already, in the first week since go live the website has seen a 20% increase in page views, a 50% increase in pages per session, a 45% increase in average session duration and an 23% decrease in bounce rate.
With these key engagement rates already showing significant improvements, it suggests the new CCTVdirect website looks set to significantly out perform their previous conversion rates, delivering them a more lucrative ecommerce solution.