The Challenge
XCMG by OCR supplies a complete range of heavy machinery in Thailand, with machines for many different kinds of work. Its aim is to lead the market for electric-powered heavy machinery across the country.
The brand’s website had problems. Its structure was disorganised, and the products, listed by stock keeping unit (SKU), were sorted into categories with no clear logic. Key product information was missing or unclear.
There were technical problems too. Pages loaded slowly and the hosting was unstable, which hurt both the visitor’s experience and the site’s performance. The site also had little content of interest, which kept its visibility and engagement low and made it hard for the brand to reach its target audience.
Our Approach
Primal reworked the whole website. It started with the structure and set out a clear, logical layout so that the site is easier to use.
Primal added useful, easy-to-find information to each SKU and stabilised the hosting so that pages load faster. Alongside this, it wrote a content strategy for search engine optimisation (SEO), to make the site more visible in search results and to give visitors content that engages them.
Outcomes Achieved
Primal worked through every technical detail to make the site faster and easier to use. Product information became clearer, more detailed and more useful, which helps customers make their choice. New content written for search replaced the generic content, which helped the brand rank higher in search results and made the pages relevant to the people who visit them. Primal kept in close contact with the brand throughout, so the work was delivered quickly and ran smoothly.
In 6 months, clicks grew 96%. Impressions, the times the site appeared in search results, grew 64%, and phone enquiries grew 42%.
- 64%Increase in Impressions
- 96%Increase in Clicks
- 42%Increase in Phone Enquiries
Key Insights
- Primal reworked the site structure, the product information, the hosting and the content as an integrated project.
- Clearer, more detailed product information helps customers make their choice.
- Clicks grew 96% in 6 months, and phone enquiries grew 42%.
