About Direct Repair
Direct Repair is an online-only business selling parts for domestic appliances used in home and garden. They operate in France and in Belgium, where they’re the leading player in this market. Direct Repair has some 14,000 items in stock, ranging from parts for washing machines to new combs for beard trimmers, featuring leading brands such as AEG, Samsung, Philips, Bosch, Siemens, Whirlpool, Bauknecht, Braun and Miele. Another three million parts can be easily accessed.
Direct Repair came to us with an ambitious goal: to become the sector’s world leader. Margins are tight in this market. Direct Repair wanted to maintain a fixed ROI (return on investment) alongside exponential growth. Our initial focus was on SEO (search engine optimisation) for their current website. Beyond that a responsive, mobile friendly site was needed, to counter existing limitations, in SEO and SEA (search engine advertising) for instance.
Our Translation of the Goal
Direct Repair trusted us. They knew we’d put our biggest effort into changes that would have the greatest impact on the bottom line. With every client there are many ways to achieve goals – from SEA to social media – and our approach is always first to choose those with the biggest effect on revenue and profits.
The assignment from Direct Repair was simple: do whatever you can to help us grow. At BossData, this is our favourite type of customer. Direct Repair’s two owners are open to new approaches. They were keen to test every method – and to put time, resources and money into the task. They were willing to learn. That made our partnership powerful.
Every two weeks, we spent time at their office to keep in close contact. We maintained an open mind: at BossData we never fixate on one approach. While we started with SEO, we moved on to SEA and analytics, which had a major impact when looking at they way they grew. A combined approach is the only way to have a successful digital strategy. You can have great SEA, but if the website isn’t optimised, the impact will be minimal.
Metrics we measured
- Sales: we measured the amount of e-commerce sales.
- Order value: With small margins we keep a close eye on order value and act on margin not revenue.
- ROI: Constant monitoring of the Return-On-Investment for Direct Repair.