Mach III Website Focused on Customer Care |
(Archive News Story - Products mentioned in this Archive News Story may or may not be available from the manufacturer.)
Mach III Clutch Inc.
322 Elm St.
Ludlow, KY, 41016
USA
Press release date: June 11, 2007
Mach III has been successfully designing and manufacturing clutches, brakes, and torque limiters for decades. But the family-owned Company, which humbly started in the basement of its founder, has historically found it difficult to uncover prospects who could benefit from Mach III's unique, often one-of-a-kind, custom solutions. That has changed with the smart utilization of the Internet. Several years ago, Mach III set forth a plan to leverage the power of the Internet to help companies with a unique problem -- find Mach III. The plan started with the execution of a well-designed website that not only clearly detailed the Company's products and services, but was constructed using "best practice" techniques to help ensure that the individual pages were properly indexed by the various search engines. Page content was optimized for keyword density, which has resulted in high, organic placement for a number of popular search terms.
Mach III's catalog, with engineering specifications, was also presented online. Next, a Pay-Per-Click (PPC) campaign was created for an additional set of specialized keywords by product category. That campaign has increased traffic to the site considerably.
But what has been the payoff? Has the web delivered any sales? Those questions are answered through the third component to the Internet plan -- web tracking analytics. Mach III takes advantage of Google Analytics to track not only visitors and page views, but also to track specific "campaigns," such as requests for catalogs. Approximately 60% of all catalog requests and application form submissions through the website originated from visitors to the online catalog.
Since the beginning of 2007, Mach III has converted 27% of catalog requests into qualified prospects, and of that number, 26% have become new customers. Each new customer placed, on average, initial orders in excess of $3,000. "We continue to see a dramatic increase in leads from the website over the last two years. In fact, we've been able to decrease our outside sales force from 12 to 1, while increasing sales and profitability," notes Lesli Riehmann, President.
Mach III continues to fine tune and expand its focus on customer care via the site. The Company generates an HTML Email newsletter spotlighting recent applications of Mach III products to help customers face unique challenges. The emails are only sent when Mach III has a new, compelling story to tell. The open rate has been higher than the industry average at 37%, and the click-thru rate averages 12%. The industry average for click-thrus is 9%.
Mach III Clutch, Inc., for over 60 years, has designed and manufactured a wide array of standard and custom designed clutches, brakes, and torque limiters. The Company is headquartered in Ludlow, KY, just across the Ohio River from Cincinnati, Ohio.
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