Electrolux manufactures appliances for U.K. brands AEG, Electrolux, Zanussi. Service Force are Electrolux’ Independent Service Providers and the official providers qualified to carry out manufacturer approved repairs.
Electrolux tasked barracuda digital with a considerable objective: Increase the annual volume of repair-network phone calls to the Electrolux ownership solutions team via organic search by 50%.
Having surveyed the competitive landscape Barracuda Digital accepted the challenge, and set to task with a data-led content strategy that involved the complete restructuring of a key Electrolux aftermarket web asset.
The newly restructured website was set live on in December 2017.
Across 2018, Barracuda drove 82% more phone calls via organic search than in 2017 – this was achieved via considerably higher rankings across bottom-of-funnel acquisition keywords, as well as improved landing page experience which created further improvements to organic conversion rates.
Added value: Not only did organic acquisition increase significantly, but so too did ‘direct’ channel acquisitions. The newly structured site provided not only improvements to organic rankings but to user journeys across all channels. Direct Phone calls were recorded as increasing by 89% YoY (2018 Vs 2017), with direct sessions registering just 8% higher YoY.