The majority of gun retailers rely on online directories, similar to Autotrader for car dealers to market their stock of guns. These directories display the guns traders have to offer and then provide links to the trader’s website often through a simple listings page. We advised Malmo who are the largest independent gun shop in the UK, that they were missing out on an important interaction with their customers and opportunities to engage and sell not just their guns but other products visitors would be interested in.
The directory is the shopfront for retailers yet it is difficult for visitors to find a particular gun on the site, hard won SEO value goes to the directory and the trader has little opportunity to promote their own brand, sales and encourage visitors to return. Moreover onsite sales opportunities are restricted and the user experience is very poor.
At Kimberley Towers we have developed and implemented a system for Malmo that automatically downloads every gun they put on the Gun Trader, including descriprion, and automatically updates the gun listings from GunTrader every 4 hours, so both directory and website are fully synchronised without incurring any work from the retailer. We then created a mobile responsive, attractive webpage, gun search filter and product listings. Then we added an exit pop-up to the site to encourage signups and measure visitor engagement.
The result has been very impressive, over 2000 visitors in 30 days and an increase of signups for the Malmo monthly newsletter of 1000% on every month over the past year.