Case: Falck

Revenue grew and the organisation was reorganised – as a result of thorough analysis at Falck

One of Falck’s major business areas is road assistance, so this naturally became one of Falck’s first e-commerce sites. Falck was satisfied with its performance, but still asked: is it good enough? This question became a catalyst for results.

AutohjalpAs a business that sells security, there are a lot of subjects to cover. Perhaps so many, that Falck simply forgot to actually sell their products. By focusing on web analysis – and using the output – Falck found the right balance and they have five pieces of good advice for others who want to optimise their online sales.

  • Results: More than doubling of revenue
  • How were they achieved? Sense of urgency

By actively using the knowledge already embedded in various web analytics tools to optimise Falck’s e-commerce site, turnover nearly doubled within the focus area of cars compared to the same period from the previous year. Revenue increased because more of the visitors actually bought something when visiting Falck’s web store.

“You achieve better results by continuously monitoring and adjusting small changes to the site. Many companies have integrated analysis tools yet few actually use them. It was the same story at our company. But when we combined our powerful analysis tools with sound advice on how to use the analysis and where to put focus it immediately meant 3.7 times more customers in our store.”

– Helene Egholm, Marketing Manager at Falck

Falck uses an advanced web analysis tool and regularly turns to eCapacity for advice on optimisation of their e-commerce site.

Examples of small daily changes range from the color of a link, the location of things on the page and font size to discounts, product structures and offers. With the analysis tools you can follow the latest trends, and when something appears effective it is tested on other pages as well.

“The financial gain is achieved through the sum of small daily changes – every day. We simply monitor the numbers daily and if there is even the slightest unexpected alteration we change it. Together with specialists from eCapacity we continually develop new ideas. This has created a great energy within the organisation – a “sense of urgency”. It’s simply been fun to see how things are getting better. When we run campaigns, salespeople can hardly wait to turn on their computers to see what has happened on the site lately!”

– Helene Egholm, Marketing Manager at Falck

New organisation

Over time, the increased focus on the e-commerce site has meant that Falck has changed its organisation, and Helene Egholm has separated the e-commerce site from the marketing department:

“E-commerce should be an independent channel – not part of the communication channel. One should have the clear ambition that the e-commerce channel is for selling and not for talking. By getting an accurate knowledge of what works, we can separate things and this has provided us with much better planning.”

Helene Egholm, Marketing Manager at Falck

Based on this, Falck changed its infrastructure, with the e-commerce site now an independent unit and the hiring of an e-business manager.

“Our experience is that when customers enter an e-commerce site they do it to buy something. One must be careful not to saturate the customer with more information than they need – to make the purchase decision. The more information before making a purchase the better. But the moment one enters the e-shop, it’s about making a purchase either online or offline – and nothing else.”

– Helene Egholm, Marketing Manager at Falck

Five tips

Here is some advice from Falck Marketing’s Helene Egholm:

1. Sense of urgency

Feel the importance of following the development of the site. Even the smallest change can make a big difference.

2. Be willing to change

Improve every day. Use the analysis to correct and optimise daily on the page.

3. Be willing to experiment

Create a culture where you are constantly testing ideas, measuring the outcomes and adjusting variables.

4. Focus on a clean channel for sales

Employ people who also have a business mindset, making e-commerce an independent sales unit and measured as such.

5. More sales – less communication

Communication people – be humble to what sales people say! Understand that for many customers, it is about a quick and simple purchase of a product.

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