BST Moto has relied on Soledis for over 10 years as a partner in its online motorcycle accessories business. Focus on measuring and optimizing e-commerce performance with Soledis' webmarketing and business intelligence support.
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Based in Lesneven in the north of Finistère, between Brest and Morlaix, BST-moto.com specializes in motorcycle accessories on the Internet: spare parts, fasteners, accessories, paintwork... With 500,000 products, over a million references and more than 100 brands, BST is recognized both for the richness of its product catalog and for the quality of its after-sales service.
The website www.bst-moto.com was developed in 2010 by Soledis teams using a proprietary solution. But today, it is above all the Soledis agency in Vannes, which was called upon at the end of 2019 to support BST-Moto's e-commerce strategy with a dual objective:
- Boost BST-moto's visibility through Google Adwords campaigns, particularly in the Shopping section.
- Better monitoring of BST-moto's BtoC e-commerce business, with a view to expanding into BtoB.
"After several unsuccessful experiences with other agencies, we had been managing our adwords and shopping campaigns in-house. As this work was not optimized, and as traffic acquisition was an integral part of our short-term projects, the question of hiring someone or testing a new agency arose. Following a meeting with Marie from SOLEDIS, who immediately understood our business, our products and our needs, we decided to leave a small adwords budget with SOLEDIS in order to test and analyze the returns. After several exchanges to set up our shopping and adwords campaigns, the results are very positive, as our adwords account is now optimized and profitable. SOLEDIS has been a real thorn in our side, as the expansion of BST moto and the constant evolution of our motorcycle parts and accessories catalog means that we need additional in-house staff; we'll therefore be able to concentrate our future hiring on our real catalog and customer know-how, and continue to work closely with SOLEDIS on paid traffic acquisition!"
Jean-François BODENES, BST Moto manager
An optimized, profitable Google Ads account
In the first few months after Soledis took over the Google Ads account, sales increased, particularly in the paint sector. To achieve this, our webmarketing teams completely restructured the account, segmenting a very large product catalog as closely as possible and managing campaigns by coherent groups of references. The Adwords campaigns are now being tracked, BST-Moto's Google Ads budget has been more than recouped, and the areas for improvement are more visible. This was the objective of Soledis' SEA experts!
Google Data Studio dashboards for strategic business decisions
Soledis uses Google DataStudio as a Business Intelligence tool to manage and analyze an online sales activity. Usually, this tool is connected to a Prestashop site via a module developed by Soledis (here on Prestashop addons). In the case of BST-Moto, we had to adapt this connector to the proprietary solution used for their e-commerce site. Google DataStudio was then configured to meet the customer's exact requirements, with the implementation of business intelligence dashboards.
Here are three very concrete examples of how these dashboards can be used:
- Sales statistics are displayed in the form of KPIs or graphs, in comparison with a previous period. Results are also compared with objectives, in the customer's own hands, in a highly visual way. In addition, view filtering tools are also available to isolate data visualization on dates, categories, suppliers, etc.
- Stock status indicators are available, with a view of all products sold in terms of orders, quantities sold, sales value, etc. These tables are enhanced by visual alerts when the remaining quantity is no longer sufficient.
- DataStudio aggregates payment methods, carriers, order statuses and customer profiles. This makes it possible to visualize, for example :
- website performance vs. sales on Marketplaces,
- each carrier's business,
- the evolution of the after-sales service over time
- performance according to customer type or export market.
Internally, these dashboards can also be used to set quantified objectives for teams - a real managerial lever!
"As with all our customer dashboards, the one developed for BST-Moto was based on an exchange with the customer. Our e-commerce expertise, combined with our DataStudio formatting expertise, enables us to offer an insight into the possibilities for visualizing the business. Nevertheless, the customer knows best which indicators he needs. Our aim is to set up a dashboard tailored to their priorities. This process of exchange results in a rapid and accurate reading of the data most relevant to the customer, including those not initially targeted. We continue these exchanges over time to adjust and support BST-Moto in its interpretation of the data. The aim is not just to implement a tool, but to target concrete actions to improve your business!
A specific infrastructure to avoid slowing down website performance
Because their product catalog was so extensive, the queries sent by Google Data Studio to the MySQL server were likely to slow down the website's loading performance. www.bst-moto.com .
Soledis' IT infrastructure teams therefore proposed to set up a duplicate database, updated every night, on a separate server. In this way, Google Datastudio fetches the information it needs from the duplicated database, rather than from the production server, which was thus able to maintain the same level of performance.
It's this dual technical and web marketing expertise that makes Soledis unique. And it's a real advantage for the customer: fewer contacts, time and money savings, a global vision of e-commerce management from hosting to SEO and development...
How do you run your e-commerce business?
If you'd like to make your e-commerce business more efficient and benefit from our dual expertise in development and webmarketing, don't hesitate to contact us!
