eCommerce Site for Print Council of Australia
The results two months after launch were as follows:
- 63 new memberships sold via the website.
- Prints and other merchandise sold via the website.
- 39 percent increase in new visitors.
- 43 percent increase in returning visitors.
- 2 additional pages viewed per session per visitor.
The Marketing Problem
The PCA’s previous website was a static online brochure that did not support e-commerce or regular content updates. The only way new members could join was offline (by postal application form or telephone when the office was open).
In addition, the old site was not performing well.
- 56% of total visitors stayed on the site for 10 seconds or less.
- Only 28% of total visitors stayed on the site for more than one minute.
- 66% of visitors looked only once at the PCA website.
Our brief was to create an eCommerce website to allow PCA to sell memberships, artwork and donations online. In addition, PCA needed a platform to promote its calendar of events for the 2016 Year of Print. Due to the very tight budget, PCA managed the website design and content in-house.
Brainbox Marketing engaged IT partner, Terminal Velocity, to provide technical support for the project. We held a discovery meeting with PCA’s team to define the brief. PCA advised the old website was developed in Habari (an open-sourced blog engine written in PHP) and it was not easy for the PCA to update content or add functionality without expensive customised development.
We worked in partnership with Terminal Velocity to create the new WordPress website including:
- Woocommerce – an e-commerce platform to sell memberships, donations, prints and merchandise.
- Plug-ins such as an online calendar to promote more than 200 individual events for the Year of Print (Brainbox Marketing managed the data and loaded 200 separate events).
- A blog to keep PCA members visiting the website to read fresh announcements, news and updates on the Year of Print.