We all know what heat pumps are – but you probably haven't heard of hot water heat pumps. Being a tradie selling a new product has its challenges and that brought A2W to talk to numero® about SEO and website design.
The team's goal is to become the household name for hot water heat pumps in New Zealand. This is new technology and is cheaper than gas hot water heating – but nobody knows about it. Numero® was asked to streamline the website with separate pages for each product and to design a way to create price estimates and quotes for customers so they knew what a hot water heat pump would cost.
Overall A2W knew that they both needed to educate customers about the benefits of hot water heat pumps and the differences from general heating solutions. This led numero to recommend starting with a streamlined customer journey. The A2W website now clearly explains each of their products on a separate page. This aids with tracking clicks as well as gently encouraging website visitors to get a free price quote at the same time. Kiwis are very cost conscious and giving certainty for pricing is important when building brand trust. A2W is a regional business based in Wellington. After building the core web pages we have expanded and added landing pages for specials, promotions and giving key focus information on products. While building the free quote and estimate tool the team explained that it takes 20 minutes to do each one. Therefore streamlining the process and allowing the customer to see how many steps remain is very important so people didn't abandon mid-way through. Raising the likelihood to convert is a key metric. The results have been solid – the team reports that for every form submission they receive they are now converting 30-40% of submissions. Working with numero® on SEO means that the website is visible for all the core key words and importantly also for local SEO. This is part of a multi-channel marketing approach which targets all the layers of the sales funnel. It begins with education and brand building at the top of the funnel and is supported with sales promotions to drive seasonal traffic at the bottom of the sales funnel.
Their work has stood the test of time; the return on investment has been impressive.
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