DraperToolbox Optimises Website & Marketing Efforts

DraperToolbox has been around for several years and is a dedicated, independent supplier of Draper branded products. As most people in the tools industry know, Draper is a world renowned brand that is automatically associated with high quality products and fantastic value for money – this is partly the reason why they have many retailers for their stock.

Not only do they stock the entire range of Draper tools & work wear, but they also offer a comprehensive delivery and after-service which makes them one of the best online suppliers to buy Draper products from.

It’s very rare that designers give the entire website a makeover and that’s due to people becoming familiar with a certain layout and structure. The DraperToolbox website is no different; and to ensure people can still browse it with ease, some minor tweaks have been carried out to optimise it.

Optimisation has been carried out on parts of the website that were previously hard to find and access. Analytics showed that specific areas on the site had a high bounce rate; since addressing this issue the bounce rate has dropped significantly due to easier navigation and a more user friendly page layout.

James Cook, part of the Marketing team at DraperToolbox stated: "It was necessary to have parts of the site redesigned; in particular the Draper pressure washers and air tools group needed attention. We wanted to make the navigation and layout of the page much easier for visitors so that their experience with the website is as positive as possible. Hopefully we’ve achieved what we set out to do with these updates...!"

The marketing efforts for the site have also been fiddled with to make the most of the website changes; Scott Morris, Marketing Manager explains: "There are a lot of people who don’t know where to buy Draper tools online and due to this lack of information, we have to make sure that we put ourselves out there so people can find us. We’ve optimised a few of our PPC strategies to coincide with the group/website changes and so far, we have seen some very positive results and a high ROI."

DraperToolbox.co.uk is currently run on the new and ever-expanding Online Home Retail Network. The OHR network at present hosts around 50 separate websites which all sell a wide range of products; anything from walk in shower enclosures and gardening accessories to bathroom cabinets and routing equipment. Online Home Retail Limited originally started out as Plumbworld Ltd back in 1999 and since then it has been bought by the Grafton Group PLC in 2006 and received a major rebrand in 2012. The business now employs close to 60 people in its purpose built warehouse & offices, along with a turnover that is nearing £25 million a year.