Personalized B2B eCommerce Sales

In addition to making transactions fast and easy, Caplugs also needed to:

Emulate the personal sales experience – the first step in a critical business model shift, Caplugs wanted to move more business from offline to online without sacrificing the customer experience
Be seen as a leader in plastic molding and product protection – Caplugs has unmatched expertise, accreditations, and capabilities, and has been providing part protection across major industries since 1948. This needed to be reflected in their online experience.
Represent both “sides” of products – the company offers both custom solutions and a full 400K+ in-stock and same-day-ship product line

Our Approach to B2B eCommerce

Object Edge identified three areas to focus on in order to best equip Caplugs to reach their goals:

User Experience Research

Object Edge conducted extensive user research, including requirements and gathering workshops and use journey mapping. These journeys exposed opportunities for improvement across the engagement pathway. We honed in on four specific types of users: buyers, shopper, admins, and shoppers seeking a custom solution.

SEO for B2B

Our SEO work was extensive, beginning with keyword and rank analysis. This included a list of ranking organic keywords, monthly search volume, difficult, position, and rank. Next, link, URL, and metadata optimizations resulted in updated link structures, keyword optimized URLS, and a ‘to and from’ list for migrating domains. The migration plan emphasized preserving content, optimizing search performance, and maintaining existing rank and authority throughout migration.

Design and Content

The goal for the website design and content was to reflect Caplugs’ superior expertise, intense commitment to customer service, their attention to detail, and the brand’s well-respected reputation. This meant elevating self-service, creating an intuitive flow, and practical application of design cues to more strategically focus the user. Copy included SEO recommendations in addition to complementing the new design direction.

The Results

Caplugs walked away with customized User Journeys to guide their efforts, improved SEO and protocols for maintaining and continuously improving their rankings, a newly and more intuitively designed website, and a UI kit.

The efforts paid off - they reached $6.8 million in sales in 2021, compared to $5.4 million in 2020 - a 26% increase in just one year.

Caplugs B2B eCommerce Launch

Elevating an Established Brand’s Digital Experience

Background

Personalized B2B eCommerce Sales

Our Approach to B2B eCommerce

User Experience Research

SEO for B2B

Design and Content

The Results

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