Caliéco specializes in the installation and maintenance of wood and pellet heating systems. It operates throughout the Brittany region, with showroom outlets in every département, and a website. www.calieco.fr.
The company was founded in 2008 and has 35 employees working in sales, logistics, technical and administrative functions throughout the region.
A collaboration to develop the online business began in 2015 with SOLEDIS, with the creation of a website and webmarketing support. The growth of Caliéco's business and Soledis' support culminated in 2021 with a strategic reorientation and graphic redesign of the website.
IDENTITY AND WEB STRATEGY
Caliéco's 2015 project, like its 2021 project, is based on a desire to change its visual identity and adapt to changing consumer habits. These objectives were supported by the Soledis webmarketing teams, given the changing expectations of Internet users and the competition.
Because of the nature of Caliéco's offering, the image vector has a strong impact on prospects' buy-in and capacity for transformation. The heating stove is a fast-growing market, thanks to its economic, ecological and "decorative" features: elements that have become decisive in construction, renovation or interior improvement projects. More than just an everyday consumer product, the installation of a heating stove is a genuine home improvement project.
Caliéco's aim is to provide support for these interior projects, from technical choices to decoration, financing and maintenance. The website must therefore convey the image, aesthetics and reassurance needed to establish a trusting, close and long-term relationship with customers.
With these elements in hand, Soledis was able to orient the technical choice towards web content with a strong graphic and lead transformation orientation, which corresponds perfectly to the solution. CMS (Content Management System) WordPress. The catalog section is integrated via the e-commerce plugin from WordPress : Woocommerce.
WEBMARKETING SUPPORT AND REDESIGN
In 2015, the main objectives of the project were to adapt to mobile browsing, with a responsive site, to better project Caliéco's online offering with a recurring support component on SEO and visibility, notably via social networks.
This strategy was refined and developed over time and in collaboration with Soledis' webmarketing teams, resulting in a logical redesign: a site adapted to new uses and Caliéco's maturity on the web.
The main elements of the redesign :
- The site is no longer just responsive, it's " Mobile First "This is because it was designed to take into account the evolution of traffic, which has become +70% mobile.
- The site's graphics have evolved towards a more modern designwith photos in full screen as well as high-quality logotype and images
- The catalog has been simplified and new reading elements have been added to facilitate selection and use.ergonomics surfer.
- The articulation of navigation, in particular landing pages, "landing pages", "landing pages", "landing pages", "landing pages", "landing pages", "landing pages", "landing pages" and "landing pages". call-to-action "We've also worked to improve the quality of our campaigns and lead conversion, while directing incoming requests to the right Caliéco contacts. Visitor flow is better controlled, requests are better qualified and processed more efficiently.
- Creating a place for de new content orientationsfor new referencing. Detailed guides to help web users make the right decision. Emphasis on Caliéco's choice of locality: Caliéco's long-standing commitment is reflected on the website, with content dedicated to the locality. commercial proximitythrough its stores across the country, as well as a Breton employer label.
Caliéco's ability to control its visual identity across all channels, both physical and web-based, as well as Soledis' webmarketing support, were decisive factors in these choices.
Estelle Maillard, Co-manager of Caliéco, tells us about it:
Close and active collaboration between all our teams has enabled us to bring the new site 3 months after the start of the project.
Caliéco's investment in graphics and their general involvement in the project enabled SOLEDIS' teams to be reactive in integrating the elements and providing the expected feedback.
This efficient division of responsibilities enabled us to keep to a tight redesign schedule for a site of Caliéco's size.
The results are commensurate with the commitment to the project: since the launch of this new version of the website in mid-January 2021, traffic has been on the up, both in number and quality, with +55% users year-on-year. The sector itself has risen sharply since the end of strict containment in 2020. conversion rate of the at the same time progressed to +38%.
"This increase in the conversion rate is a rapid confirmation that Internet users are embracing the new version of the website. It rewards Caliéco's investment at a time when it could have been difficult to make a commitment due to the health context". comments Marie. On the contrary, the interest shown by households in their interiors, and the fact that stores were closing, provided the perfect backdrop to the launch of the online store. new version of Caliéco.
The website is also a more effective launch pad for webmarketing actions in SEO and SEA paid campaigns. A collaboration underpinned by a relationship of trust with Soledis thus continues to accelerate Caliéco's growth.
