• Magnet

    Door4 are retained by Magnet group as lead digital agency on their trade and express brands.

Magnet is one of the UK’s leading manufacturing and suppliers of joinery and kitchen products to the trade and consumer markets.

A brief intro

Magnet Trade specialises in quality kitchens and joinery to small, local builders. Through its network of over 159 trade branches, Magnet Trade provides the builders with an extensive in-stock kitchen and joinery offer, along with a specialist made to measure service.

Alongside our marketing and communications partner, Refinery, Door4 have worked with Magnet Group for 18 months, helping them define their online marketing strategy and improve performance.

 

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Where it all started…

The Magnet Trade website was dated both in design and functionality – and it no longer serviced the needs of its audience.

The website content meant it was only emerged in branded searches – so when terms such as ‘kitchens’, ‘internal doors’, or ‘stairs’ were searched, Magnet Trade could not be found.  This negated brand awareness, and failed to attract builders that had never heard of Magnet.

With a rather ‘clunky’, time-consuming quote system, the user-journey through the website was disjointed and not as enjoyable as it should have been for a customer choosing a kitchen or other lines.

The key consideration for the new site was the end user, and ensuring the Magnet Trade proposition, ‘Magnet Trade Works For You’, was reflected throughout the site – it needed to be a tool for the tradesperson and their customers.

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What we did

Working closely with Magnet, a site was developed that supported the main business objectives of the client. The first thing we did was carry out a concise audit of their current website and also an analysis of their main competitors websites, to see what we were up against and to show the client what the market leaders were doing online.

We revised the entire structure of the site, to improve usability and performance.

By paying close attention to search data we could improve the performance of the site in Google, and by removing a complex split between consumer and trade content we massively improved the landing experience.

Our understanding of user interface design mean that the navigation system was much more logical, and we used Google Site Search to massively improve the search tool.

The Trade Zone

The Trade Zone, complete with a secure login ensures sensitive content, such as prices, are kept only for the tradesperson. For ease of navigation, this is located in a utility bar – a sticky banner at the top of the site. Content and functionality includes:

  • Online account management, so they can access their credit account 24/7 and make payments online.
  • Details of promotions and deals, so they can always quote competitively.
  • The Mag Online – a blog featuring the latest product news, offers, and industry news.
  • A trade ‘Tool Kit’ with the following features:
    • Brochure request, so they can send brochures directly to their customers.
    • Flooring planner to help them quote quickly and accurately.
    • Free marketing guides to help them promote their business.

Going Mobile

Following the successful launch of the desktop website, a few months later we developed the mobile website.

We agreed to wait a while to measure trade interaction with the desktop/tablet site. In this case we found the audience used all parts of the website, interacting with all the areas including the online payment tool.

 

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So, we created a mobile site where they could do just that.

They could make payments, request quotes, add items to their basket, all from the convenience of their mobile – a massive positive for builders and tradespeople that are generally out on site, outside the comfortable surroundings associated with a larger desktop computer.

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The Results

We’re all delighted with the results, so far, and our work has seen us shortlisted for an MPA Award (alongside our partners, Refinery).  All of our key metrics are showing positive signs.

  • %
    unique visitors
    increase
  • %
    unbranded search increase
  • %
    account applications increase
  • %
    quote requests
    increase
  • %
    mobile traffic
    increase
  • %
    returning website
    visitors increase
  • %
    online payments
    increase
  • %
    website logins
    increase