SWIRE SHIPPING
SITUATION & CHALLENGES
The shipping industry is changing rapidly. Supply chain and logistics managers/directors are used to connecting with their shipping partners based on relationships, but there’s a growing demand for the shipping industry to be more transparent in terms of pricing, availability of ships, time period to ship cargo, etc.
In an effort to maintain transparency and continue their growth, Swire Shipping launched an eCommerce site. The goal was to make shipping with them easier and more straightforward.
But they had a few challenges right out of the gate:
Traffic to the eCommerce site was almost non-existent. Conversion rates were miniscule.
The Swire Shipping team approached Brew to get help.
SITUATION & CHALLENGES
The shipping industry is changing rapidly. Supply chain and logistics managers/directors are used to connecting with their shipping partners based on relationships, but there’s a growing demand for the shipping industry to be more transparent in terms of pricing, availability of ships, time period to ship cargo, etc.
In an effort to maintain transparency and continue their growth, Swire Shipping launched an eCommerce site. The goal was to make shipping with them easier and more straightforward.
But they had a few challenges right out of the gate:
Traffic to the eCommerce site was almost non-existent. Conversion rates were miniscule.
The Swire Shipping team approached Brew to get help.
THE RESULTS
67%
Shipping quotes have increased 67%
22%
Bookings have grown by 22%
HOW WE DID IT
PERSONA RESEARCH
As we do with many of our clients, we began with in-depth persona research. But we didn’t just assume we knew and understood the supply chain managers Swire was working with. We conducted interviews with some of their top clients to get a better understanding of their roles, goals, aspirations, challenges, and more.
We crafted three detailed personas that would be the foundation of everything else we did for Swire.
UI / UX OPTIMIZATION
Swire had very little traffic – but the traffic they were getting wasn’t converting. We knew their website needed to provide a better user experience through more intentional UI design. So we conducted an internal stakeholder workshop intended to communicate the current state of the site and create consensus around next steps and goals.
We took these goals and used them to create a user journey map. This would guide our team through every step of the user journey so that we could help Swire optimise the path from awareness to retention.
SEO
Now that we had improved the user experience, it was time to get some traffic to the site. We began with a detailed competitor analysis to identify Swire’s gaps and a technical audit to make sure the eCommerce site was firing on all cylinders and set up for SEO success.
Their traffic had been dipping for two years thanks to a sporadic site structure, lots of site errors, and a few core algorithm updates. We provided a comprehensive list of recommendations and actions steps to clean things up and set them on a path to regaining rankings and traffic.
CONTENT PRODUCTION
Given that SEO was crucial, and the website was lacking in content, we had to write the entire website’s content from scratch. We reworked almost all of their pages with SEO insight from our expert team and writing from writers well-versed in international shipping.
Thanks to the crucial combination of industry knowledge and the SEO advantage, the website began seeing more traffic within weeks of launching the refreshed content.
LINK BUILDING
For such a big brand, Swire didn’t quite have the same website authority as some of their competitors. We worked hard to drive consistent backlinks from relevant and quality sites to their site in order to bridge the gap. Since beginning our link building efforts, their web traffic has increased by about 44%.
SOCIAL MEDIA VIDEOS
In addition to the site improvements, content production, and SEO focus, we also made some videos to engage their intended audiences on social media. Because many of their site’s features were more forward thinking, they needed to explain the benefits and features to their audience post-launch. These videos drove much engagement and played a vital role in the user journey.
IMPACT
Swire’s eCommerce website is now acquiring almost 50% more traffic than before and converting at a much higher rate. Their team is providing more and more businesses with best-in-class supply chain solutions.
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