OzMobiles started on eBay, a platform where they were a power seller. Their web presence however was not seeing the same success. Owner and serial entrepreneur, Tim Duggal engaged JMarketing to grow the website sales into an industry powerhouse.
OzMobiles entered the market competing on price. They knew their margins and would bend over backwards to provide the best value solution, often upgrading people to a higher specification of phone for the same price they were willing to pay” with “at no extra cost.
The core limitation for OzMobiles was consumer trust. This is common for ecommerce retailers. If a consumer doesn’t know you, they often will not purchase from you, even if you are 10% cheaper than the next guy. This is even more true in the phone industry, where phones have become not only essential communication tools, but a quasi status symbol also.
Our solution was to work with OzMobiles across several fronts. Essentially rebuilding the way they engaged with their customers, we reshaped their entire digital presence.
- A highly informative website
- Advertising targeting users ready to purchase
- Continual brand building exercises
- SEO, SEM & Facebook advertising
- Full closed loop customer communication
From start to finish took around 6 months. The results were immediately obvious, and whilst there is always some teething issues, most of these came from growing too fast. That’s the right sort of problem to have!!
The advertising was heavily geared towards customers seeking specific products. As a result, a huge amount of traffic was landing directly onto the product pages. Thus, these were our first point of focus.
We knew OzMobiles was successful on eBay because of reputation. Our working theory was that by mirroring this trust and authority, we could spike conversion rates and drive down the cost of client acquisition.
Supporting this logic, the competitor analysis was quite confronting. Whilst there were others competing in the market, they put little if any effort into proving their trustworthiness. As a result, the big telecommunication companies were owning the market.
The landing pages we created catapulted OzMobiles sales rate ahead of the pack. The use of proof-points and dense product information was a foundation for success.
We also created a one click system, allowing OzMobiles to quickly add a full 1,000 words of content about the quality of the phone, returns policy and other such information.
Proof points were critical to driving sales rate
We tested a number of different homepage options. The research showed, that customers visiting the website, fell into two categories:
- Brand shoppers (iPhone, Samsung, Pixel etc.)
- Specific product shoppers (iPhone 6+ only)
What we learned, was that these customers simply wanted to navigate to the phones of their choice as quickly as possible. To deliver on this, we stripped away a lot of the branding elements, and pushed the ‘about us’ information further down the page. The core goal was navigation.
As you can see in the design, the visual menu structures (including the primary nav which is not visible in the adjacent image) quickly direct customers deeper into the site. The easier we made this, the lower the bounce rate and the more customers we pushed into the purchase decision stage of the sales funnel.
Speed of navigation was the critical success metric
Tim Duggal is a serial entrepreneur in the telecommunications industry. When he started OzMobiles, he consulted with JMarketing and built a plan for launch. Once the business gained traction, he started working with us closely, strategising each expansion step.
The company has grown from a startup to an thriving powerhouse. There are few price shoppers that don't know about OzMobiles and the consistent value they offer. Even when running out of stock, OzMobiles always keep the customer in mind first, and keep their prices below industry rates.
Within 6 months, OzMobiles revenue had grown by 1,000%. This was off an already impressive base. Moreover, the cost of new client acquisition continues to fall. For privacy reasons we can’t share these numbers, but we can say it was hugely impressive, and ROI positive.
The core result came from having Tim having faith to invest in foundation. One month after launching the new website, and revenue had increased 100%. This was driven by higher conversion rates, primarily from users landing directly on the product page and making the immediate decision to purchase.
Over time, we worked with OzMobiles to not only target end sales, but to start building a brand. We invested in following shoppers post-purchase across multiple networks, showing them up-sell opportunities to enhance their past experience. Over time, OzMobiles grew a reputation for aggressive pricing and customer service excellence.
JMarketing worked across every area of the business, and proudly share this case study as what a company can do when they invest in themselves. Each month we analysed the strengths and weaknesses of the business, and each month OzMobiles invested in improving. Steadily their business improved, and the industry leader that is OzMobiles emerged.
If you want to grow your ecommerce business, the first step is investing in your foundation. Talk to our team today about what the right steps are for you.