Working with Mike and the MK Way team has been exciting and an opportunity to grow for me and my company, 3V Communications. We are in the process of a multi-month marketing project, and so far everyone I’ve met and worked with has been friendly and professional. I’ve had a photo-shoot, a brand refresh, am currently creating new online videos and courses, all with the goal of increased revenue in the next coming months. Mike and his team care.
Overview
NorthWest Contractors Supply, a leading supplier of waterworks, construction, and industrial equipment, presented us with a challenge: their current Shopify store was disorganized and failed to convey their expertise and trustworthiness.
They desired a complete transformation into a functional and converting website that would resonate with their target audience:
Male independent contractors aged 30-50.
The primary goal was to create an intuitive and trustworthy user experience while seamlessly showcasing their extensive range of 15,000 SKUs.
Challenge
The primary challenge was to develop a 100% custom-designed Shopify store that perfectly balances retail and wholesale functionalities. Our objective was to craft a seamless, intuitive user experience for both independent contractors and large-scale B2B clients without sacrificing the ease of navigation or site performance. This required integrating advanced wholesale features into a completely custom UI/UX framework.
Success Factors
Strategic CRO
Our extensive experience in strategic conversion optimization played a crucial role in the success of Northwest’s eCommerce website. By deploying a mix of micro and macro strategies throughout the site, we enhanced trust and boosted conversion rates. This included compelling storytelling, brand reinforcement, strategically placed CTAs, social proof, lead magnets, and other elements designed to drive engagement and effectively convert visitors into loyal customers.
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Our Solutions
Understanding the Buyer Persona:
We conducted in-depth research to understand the preferences and pain points of male independent contractors. This knowledge guided the development of a user-focused website that resonated with the intended customers.
Compelling Above-the-Fold Message:
To capture visitors' attention instantly, we crafted a strong value proposition, prominently placed above the fold. The message,
"YOUR LOCAL ONE-STOP-SHOP FOR WATERWORKS, CONSTRUCTION, AND INDUSTRIAL EQUIPMENT. We’ve got everything you need to get the job done,"conveyed the company's expertise and trustworthiness.
INTUITIVE WIREFRAME AND INFORMATION ARCHITECTURE
We developed an intuitive wireframe, considering best practices for e-commerce and industry standards. The information hierarchy prioritized key sections, enhancing the overall shopping experience.
UNIQUE SELLING POINTS & BRAND ENHANCEMENT
To emphasize NW Contractors Supply's unique selling points and improve communication, we suggested features like "Committed to customer satisfaction," "Comprehensive product information & guidance," "Competitive pricing and special offers," and "Certified tool repair & maintenance." Additionally, we focused on providing multiple communication options, including a customer service sticky icon, chat, phone support, and a contact form.
LEAD MAGNET DEVELOPMENT
To encourage lead generation, we implemented a lead magnet strategy with the "Request Custom Quote" form on the homepage. This form allowed visitors to describe their projects, resulting in personalized tool lists and quotes, capturing valuable leads.
Decision making support
To highlight NW Contractors Supply's extensive industry expertise, we have developed a captivating "Tips and Tricks" blog section, thoughtfully curated with engaging how-to videos and informative articles. This strategic approach not only enhances the company's credibility but also aims to improve search engine visibility, contributing to potential SEO growth for the website.
To support customer decision-making, we added tips and advice sections to the collections page, offering relevant guidance.
We implemented a custom-coded bulk purchase feature under each product, encouraging upselling and additional sales.
WHOLESALE FUNCTIONALITIES
To facilitate wholesale operations, we streamlined the wholesale process through the "Wholesale Gorilla" Shopify app, offering tailored pricing and discounts for B2B customers.
Understanding the Buyer Persona:
We conducted in-depth research to understand the preferences and pain points of male independent contractors. This knowledge guided the development of a user-focused website that resonated with the intended customers.
Compelling Above-the-Fold Message:
To capture visitors’ attention instantly, we crafted a strong value proposition, prominently placed above the fold. The message,
“YOUR LOCAL ONE-STOP-SHOP FOR WATERWORKS, CONSTRUCTION, AND INDUSTRIAL EQUIPMENT. We’ve got everything you need to get the job done,“
conveyed the company’s expertise and trustworthiness.
INTUITIVE WIREFRAME AND INFORMATION ARCHITECTURE
We developed an intuitive wireframe, considering best practices for e-commerce and industry standards. The information hierarchy prioritized key sections, enhancing the overall shopping experience.
UNIQUE SELLING POINTS & BRAND ENHANCEMENT
To emphasize NW Contractors Supply’s unique selling points and improve communication, we suggested features like “Committed to customer satisfaction,” “Comprehensive product information & guidance,” “Competitive pricing and special offers,” and “Certified tool repair & maintenance.” Additionally, we focused on providing multiple communication options, including a customer service sticky icon, chat, phone support, and a contact form.
LEAD MAGNET DEVELOPMENT
To encourage lead generation, we implemented a lead magnet strategy with the “Request Custom Quote” form on the homepage. This form allowed visitors to describe their projects, resulting in personalized tool lists and quotes, capturing valuable leads.
Decision making support
To highlight NW Contractors Supply’s extensive industry expertise, we have developed a captivating “Tips and Tricks” blog section, thoughtfully curated with engaging how-to videos and informative articles. This strategic approach not only enhances the company’s credibility but also aims to improve search engine visibility, contributing to potential SEO growth for the website.
To support customer decision-making, we added tips and advice sections to the collections page, offering relevant guidance.
We implemented a custom-coded bulk purchase feature under each product, encouraging upselling and additional sales.
WHOLESALE FUNCTIONALITIES
To facilitate wholesale operations, we streamlined the wholesale process through the “Wholesale Gorilla” Shopify app, offering tailored pricing and discounts for B2B customers.
Before MK-WAY
After MK-WAY
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The MK-Way “WOW” effect
MK Way team has been exciting
Ric - 3V Communications President
Thank you Mike!
I couldn’t have pulled it off without you. I still have things I want to do to the site but for now until after thanksgiving it’s good enough lol
Mimi G Style Owner
Thanks Mike!
I am excited to have the new site live! Thank you for your patience (…) I will be sure to recommend you to anyone I can – your team has been amazing!
Lisa - Lisa Hutcheson Owner
Scissors Cut Founder & Owner
Thank you Sara for the most encouraging words you express in the letter.. You are the best project manager I’ve ever had!! Working together is so much fun!! I enjoy it a lot!! Have a lovely weekend!
Patricia - Scissors Cut Founder & Owner
Fortelli Salon & Spa Coordinator
Working with Mike, Sara and his team has been an absolute delight! Their professionalism and attention to detail has been overwhelming in helping us build and expand our new website! They are always available to us and offering us tips and tricks on how to do updates – we are truly grateful having them part of our Fortelli Family!
Linda - Fortelli Salon & Spa Coordinator
An Absolute Delight!
I’m on my way to the airport but had a chance to see the site on my laptop and perusing now on my phone. WOW! You guys crushed it! I’m very impressed and this well exceeds my expectations.