Sales enquiries soar thanks to a beautiful, responsive new website
The Benson Group is one of the UK’s leading packaging manufacturers, delivering major projects for clients including Waitrose, Tesco, Asda, Morrisons, Dr Oetker and Willie’s Chocolates. Founded in the 1920s by the Benson family, the company now achieves yearly sales in the region of £120m.
During 2012 there was a steep rise in the number of mobile and tablet users visiting www.bensongroup.co.uk. It quickly became clear that clients needed a mobile-friendly experience for two reasons: 1) to provide a service across multiple platforms, and 2) to be the first packaging manufacturer to launch a responsively designed website, supporting the Group’s position as industry innovator in a competitive world – one where design is valued more highly than ever.
Zeta conducted a series of strategic actions to deliver a first class website that The Benson Group and its customers would be proud of. Stakeholder interviews, strategy workshops, detailed analysis of website data and typical customer personas all helped us plan the project in line with the Group’s business visions. The finished product was a beautiful, responsive website that delivers a consistent brand experience across multiple devices and platforms.
The payoff has been mind blowing. The number of sales enquiries generated as a direct result of people visiting the new website has risen by 162% and the amount of enquiries from mobile visitors has rocketed from 0% to 7%. As well as these figures, The Group has received many compliments from customers about the new site, helping to strengthen client relations.
The Benson Group responsive project won the manufacturing standard of excellence Web Award. The site also made it to the final of the Dadi Awards with competition from Microsoft, American Airlines & IBM.