Insight
Forbo is a company you probably know - even though you might not know it. It’s been in many places you’ve set foot in, from airports to restaurants, maybe even at your local sports centre. Established in the 1920s, they’re a global business that provides sustainable and unique flooring solutions for the likes of Yo! Sushi, Heathrow Airport and The National Trust.
The foundation of their business is B2B and their commercial website, as a gateway to connect with architects, contractors and other end users, is crucial to generating leads.
Forbo’s UK team asked us to help them with two key objectives: to elevate their online performance analysis capability and provide fresh direction for their digital marketing approach. Our early analysis led to an important finding:
“Opportunities were being limited by growing online competition in the sector and insufficient focus on search strategy.”
WHAT WE DID
To help the brand reach its potential, we recommended and developed a paid search/PPC (pay-per-click) strategy to enhance Forbo’s product range visibility. This was supported by regular performance analysis which provided insights in order to improve performance.
Paid Search/PPC Strategy
We developed and activated a paid search strategy to drive quality users to the site who were more likely to make onsite conversions. This strategy was developed around the user journey and user intent at each stage, enabling messaging to be tailored at each stage of the journey to keep Forbo at the forefront of users’ minds. As a result, in 2018, conversions increased by 97.45% while the cost per conversion decreased by 51.29% compared to 2017.
Performance Analytics
We applied advanced analytics configuration across multiple analytics accounts to aggregate data and provide comparative analysis options for long-term strategy development and monitoring. New custom reports and audience segmentation provided Forbo with deeper insights and remarketing opportunities.
Results
Multiply have been the perfect partner in helping us gain a deeper level of understanding of our data and make informed decisions about how to invest our digital marketing budgets. At an early stage, it was clear from our figures that there were opportunities to improve overall search performance, so PPC and organic strategies were put into place by Multiply and the results have been impressive.
Julie Dempster, Marketing Manager, Forbo Flooring UK Ltd.
