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Groove Commerce
We overhauled the entire Ballard Industrial B2B eCommerce site and recorded large gains in all revenue-generating KPIs.

The Challenge:

Ballard Industrial is an online and in-person business that offers industrial supplies, services, and solutions both to businesses and directly to consumers. Having been in business for over 70 years, this client has a vast wealth of knowledge in their industry. Unfortunately, their eCommerce platform was unable to facilitate transactions for most products offered, requiring customers to order through a phone call. Having come to Groove Commerce to solve all of the challenges that an outdated website comes with, our team had the perfect opportunity to generate impact-driven results for this client.

Aside from the general revenue growth and technical debt reduction goals that all merchants share, this client had a specific list of quantifiable goals for our team to meet. Foremost was increasing consumer awareness of their high-pressure hydraulics portfolio, safety equipment, and services such as gas detection. They wanted to double the sales of specific products from their inventory that they felt the industry was moving toward as a whole, such as those related to renewable energy. Lastly, the client wanted assistance in reducing the amount of dead and excess inventory through sales in order to streamline their product offerings. 

Our Approach:

User Experience:

We leveraged our favorite user behavior mapping tool, HotJar. This tool allows us to see exactly how customers engaged with the previous website. By understanding this data, our team was able to remove unutilized website content to optimize for conversions.

The previous Ballard Industrial site had a strong sense of branding through color, fonts, and stylized graphics. Our team wanted to keep these branding features and a sense of familiarity for legacy customers while breathing fresh life into the user interface. The updated theme combines the best of old and new by streamlining the entire user interface. 

B2B Requirements:

NET30 Payments:

On the previous Ballard Industrial site, customers could place orders online. Unfortunately, not all orders could be paid for through a traditional online checkout system. A representative from Ballard Industrial would need to call the customer to confirm the details of the order and receive payment. As is often the case with B2B companies, customers were able to pay over a 30-day period, referred to as NET30. 

While enabling standard online transactions, this client wanted to retain the ability for their customers to submit their payment at any time over the 30 days following the order date. Our team of developers was able to easily integrate this payment method into BigCommerce’s signature one-page checkout. Now, B2B customers of Ballard Industrial can complete the entire purchase process without needing to call and speak to a representative of the business.

Specialty Pricing:

Many B2B retailers, including Ballard Industrial, offer special pricing based on multiple factors. This particular client bases its pricing models on customer tiers and quantities purchased. Luckily, BigCommerce offers these features natively on the platform. Our team assisted this client in setting up the correct pricing rules in order to automate this process.

As part of this pricing model, we assigned a membership role inside of BigCommerce to each customer account. One option that the client wanted to create was that of a “Junior Customer.” This role is pre-designated to require an additional layer of confirmation between Ballard Industrial and the ordering customer before that order is processed. This unique use of BigCommerce’s native memberships functionality allows for fewer issues with incorrect part numbers, shipping, and returns. 

Real-Time Pricing:

The prices of industrial materials can change on a daily basis depending upon raw material cost at that point in time. This presents the time-consuming issue of manually updating pricing over time in order to retain a fair profit margin on all goods sold. 

Our team assisted in the custom integration of BisTrack, which tracks the price of products in order to populate that information on the Ballard Industrial website automatically. This solution enables Ballard Industrial to make better use of the resources that were previously leveraged to update prices on a regular basis.

The Results:

Our design and development work for Ballard Industrial was far-reaching and touched almost every aspect of the business’s revenue channels. We are happy to report massive uptrends in every single core metric that we strive to improve for our clients. 

In the first 6 months after launching, Ballard Industrial saw the following KPI changes:

  • 322% increase in eCommerce Revenue
  • 519% Increase in average order value
  • 210% increase in eCommerce conversion rate

We cannot wait to see how this online store continues to thrive as customers continue to become aware of the modern B2B functionality that this site provides! If you and your team need to revamp your current store or are looking for custom B2B eCommerce solutions, reach out to our team of experts using the contact form below.

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