case study: cooper safety supply

Website - www.coopersafety.com

challenge.

Cooper Safety is a safety equipment supply company that specializes in the distribution of construction hard hats, safety glasses, and 3M respirators. They came to us in the summer of 2006 to help them redesign their web site and fix their ordering issues.

In order to facilitate their growth, Cooper needed a better way to take, process, and ship orders. Their web backend was built with antiquated technology and could no longer keep up with the fast pace and large volume of orders they were receiving. Some orders were taking weeks to get from the vendor to Cooper Safety, which then needed to be shipped to their target destination. Also – with weak XML incorporation in the backend – Cooper Safety was missing out on opportunities to integrate with search engine site-mapping tools and vendor ordering tools.

Furthermore, Cooper’s organic search placement fell below that of the competition and their PPC budget was exhausted. Money was being wasted on a PPC campaign that was demonstrating a poor ROI.

solution.

Cooper Safety needed a major overhaul. The site was redesigned and lightburn's webShop 5.0 e-commerce suite was installed in the backend. webShop enables XML integration with vendors, allowing Cooper to drop ship orders directly from the warehouse to the customer. Also, webShop is built on a solid ASP.NET foundation that incorporates a variety of new technologies into web projects, which automatically set up Cooper with the best in SEO, customer tracking, and order handling.

webShop’s XML integration also allows for interfacing with site-mapping tools from Google, Yahoo!, and MSN, and Cooper is now interfaced with Google’s online shopping tool Froogle. Cooper is also able to track user purchasing habits, manage items and orders with ease, and the inventory management tools allow them to purchase directly from vendors, all with webShop’s custom content management tools.

On the frontend, Cooper Safety was given a more intuitive interface and an easier method to search for products. The site has been slimmed-down and streamlined so customers can learn anything about an individual item in under five clicks.

results.

Cooper Safety now enjoys the top spot in organic search results on Yahoo! and is climbing the ranks on Google and MSN. Their PPC campaign was reevaluated and Cooper now spends less overall on PPC and brings in more traffic: they’ve kept the top spot in Google’s sponsored links and are now investing in Yahoo! and MSN advertising.

Cooper is experiencing higher traffic and larger order volumes than ever, and they are able to track, process, and ship more items at a faster pace.