Case Study

Martel Electronics Corporation
Londonderry, NH 03053
Contact:
David Devries Jr
dedevries@martelcorp.com
603.434.1433
www.martelcalibrators.com

Overview

Martel Electronics Corporation is a worldwide manufacturer and distributor of precision calibrators, pumps, and test equipment. With a relationship beginning with Martel Corporation in 2006, Industrial Traffic has had the opportunity to see their online visibility skyrocket from obscurity to first page visibility.

Industrial Traffic built them a brand new site (www.martelcalibrators.com) in 2006, redesigned and rebranded them in 2008, built 2 ecommerce sites for them, and continue to perform onsite and offsite SEO to this day.

Challenge

Just a few years ago – Martel Electronics Corporation had minimal visibility and their website traffic could hardly be regarded as an active part of their sales force. Due to their lack of visibility, they were unable to expand their customer base, and meaningful interaction with their domestic and international sales representatives was difficult.

Knowing this, the challenge for Industrial Traffic was to revitalize Martel Corporation’s online presence with a new website focused on maximizing ROI, visibility, and branding. As representatives at Martel explain, before they committed to a fresh new online presence, the company was in the midst of an “Identity Crisis” due to the merger of the BETA and Martel brands. Combined with an almost nonexistent search engine presence, the challenge for Industrial Traffic was clear: Maximize visibility, reinforce branding, and make the Martel Electronics Corporation website a viable, effective, and ubiquitous member of the Martel sales force.

Solution

The solution at Industrial Traffic was to create a user friendly, search engine optimized, and conversion optimized website. The focus of this new site was to both attract new customers and help Martel Corporation retain existing customers, while at the same time expanding the usefulness of the website for domestic and international distributors.

Martel Corporation’s new website incorporated the ability to track prospects, sign up for newsletters, find distributors, initiate trade in’s and more. This project involved application development, professional design, and Industrial Traffic’s many proprietary search engine optimization techniques.

The impact on Martel Corporation’s ROI was so drastic that services provided for them quickly expanded from search engine optimization, to search engine optimization search engine marketing, email marketing, and online press releases.

Results

As it turns out, a fully optimized and professionally designed website was just what Martel Corporation needed to revitalize their brand, their market presence, and their forward momentum as a company. After professional SEO and design were completed and time was spent allowing traffic trends to be analyzed, Martel Corporation quickly saw website traffic and domestic sales drastically increase by 38% and 44% respectively, when comparing fiscal years 2008 and 2007.

To this day, ongoing research, analysis, and SEO continue to help Martel Corporation maintain their forward momentum, hold on to valuable search engine rankings, and persistently strengthen their brand.

Historical Snapshot of Martel Corporation’s Evolving Web Presence and ROI

• When comparing Fiscal Year 2007 and Fiscal Year 2008, Martel Corporation saw a 38% increase in website visitors.
• Between 2007 and 2009 Visits increased 11.50%
• Daily Visits increased 94.59%
• When comparing Q1 2010 and the first quarter of site data between 2006 and 2007, quarterly traffic has increased 49.21%
• Bounce Rate (the number of visitors who “bounce” away to a new site) Decreased 12.97% -- indicating more qualified traffic.
• Time on site increased 20.48% to 4:09 – a significant amount of time for the average user to spend on site.

Impact on Annual Revenue and Return on Investment

• Comparing 2007 and 2008, Martel Corporation’s domestic sales were up 44% as a direct result of their increased visibility online

Conclusion

When Industrial Traffic began a relationship with Martel Corporation, there were a variety of opportunities for improvement. Today, we continue to seek these opportunities to consistently deliver quality online visibility for Martel Electronics Corporation, but the foundation of their web presence is light years ahead of where it once was. As David Devries, Chief of Operations at Martel Electronics Corporation explains, “Our website and search engine optimization are – bar none – the most important marketing expenditures we have made to date.”

Professional SEO, design, and development have helped Martel Corporation generate and sustain the movement and success needed to both weather the storm of 2009’s financial downturn and continue strong in 2010.

Contact Industrial Traffic Today!

Phone: 603.623.8006
[qov@industrialtraffic.com]