VMC Chinese

A former subsidiary of Vogler Motor Company in Carbondale, IL, the company specializes in reselling Chinese ATV and Chinese Scooter Parts serving customers successfully with over 4,000 SKUs.

Situation

2020 – a year marred by Covid-19 resulted in the US economy shutdown for months. With a backdrop of unprecedented unemployment rates, failing businesses, etc. the company’s objective was to shore-up the current revenues while charting a sustained sales growth plan.

Solution

StratMg worked with the Executive team to understand the current lay of the land at VMC Chinese Parts and identified areas of improvement to help set a foundation for a growth plan. The strategic plan started by leveraging Search Engine Optimization techniques to drive qualified traffic to the website and coupled it with implementing Conversion Rate Optimization best practices to monetize the qualified traffic on the company website. An outline of the execution plan is as follows –

  • Step 1 – Identify Strategic Opportunities for Growth
    • Overall Goal:
      • Categorize products into priority tiers to help strategically allocate time, budget, resources, etc.
    • Tactical Plan:
      • StratMg conducted an in-depth competitive analysis to gauge the value proposition and the key differentiators for the company and its positioning on the website.
      • Further, a baseline report was generated to identify key metrics such as current keyword rankings, broken links, google penalties, etc.
  • Step 2 – Website: On-Page Optimization
    • Overall Goal: Recalibrate the website to ensure easy indexing by all search engine crawlers
    • Tactical Plan:
      • Re-tool the website to be in complete compliance with the search engine recommendations and best practices.
      • Specific emphasis was given to ensure Canonicalization, Header Tags, Internal link structuring, page speed & existing content optimization, etc. were all in compliance to current principles.
      • In addition, shopping cart funnel analysis, schema & structured data mark-up techniques were used to optimize conversion rates and monetize organic traffic.
  • Step 3 – Website: Off-Page Optimization
    • Overall Goal: Enhance the site diversity and domain authority
    • Tactical Plan:
      • Content Marketing was used to generate Classifieds, Articles & Blogs
      • Social Media helped drive high domain authority traffic to the company website
      • Local search optimization methods such as Google My Business were implemented

“StratMg uses analytics-driven insights to drive actionable tactical plans. Their solution has been unambiguously quantifiable and their value-add to our growth strategy – indisputable!”

Bryan Black, Managing Partner, VMC Chinese Parts

Project Deliverables

  • Project Analytics & Reports –
    • In-Depth VMC Chinese Parts website analysis & report
    • Competitive Analysis & Report
    • Search Engine Optimization Activity Reports

Marketing Results

211%

Increase in Top 10 keywords

139%

Year-over-year organic traffic growth

122%

Year-over-year increase in page views

Sales Results

175%

Year-over-year revenue growth

1300%

Increase in cart conversion rate

172%

Year-over-year increase to the Contact Us Page

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