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Plumbworld deploys online videos to up conversion rates

The online specialist retailer of bathroom suites and plumbing supplies, Plumbworld, has taken an interesting step to add videos to a selection of products on its website in an attempt to improve conversion rates.

By identifying key manufacturers and products, Plumbworld has sourced helpful videos to add the product pages with the aim of improving customers’ website experiences and boosting conversion rates.

Scott Morris, Plumbworld Marketing Manager, said: “I’ll be honest, our conversion rates weren’t half bad to begin with but obviously, like in any business, you always try to improve. Looking through our website analytics we could highlight numerous products that sold marvellously, like the Triton T80z and other products that definitely should have been doing better. After this, we sourced product videos from the manufacturers. In some cases, these videos are short pieces highlighting the key selling points of a product while others are more detailed looks at how an item performs or the concept behind it. Essentially, we aim to let customers feel confident they know exactly what they’re getting and therefore at ease with ordering from us.”

All the product pages on the Plumbworld website are detailed and informative, featuring descriptions and specifications, but everyone at the company is in agreement that they should always strive for better.

Tim Hodge, Website Administrator, said: “This should be a massive help to customers. It was my job to watch the videos and match them up to the relative pages and I learned so much just doing that. Seeing the size of a product, as well as the concepts behind their main features, you get a new appreciation for them. The variety of features in some of our electric showers were just staggering to watch; I’m confident our customers will be impressed, and it should help business too.”

The job was a big task to do properly, with such a variety of manufacturers and products on the Plumbworld website.

Scott continued: “Some of our biggest selling products are from major manufacturers like Mira, Aqualisa and Triton. Obviously we really want to maximise the sales of these brands and their products. The idea is that customers can watch the videos, become comfortable with the dimensions and features of the product they’re looking at, therefore making them more inclined to buy it there and then from our website.”

As Plumbworld is a huge e-commerce company stocking everything from heated towel rails to electric showers, there may be some suggestion that a lot of product pages will go without a video. The Marketing team know exactly how to tackle this though, by making videos themselves.

James Cook, also of the Marketing team, said: “We’re rich in valuable product knowledge and creative talent here, we think these videos could end up being fantastic.”

Plumbworld currently operates on the new, rebranded and ever-expanding Online Home Retail Network which currently encompasses around 50 websites which sell everything from car tools and Draper equipment to a high quality pillar drill and gas barbecues. Online Home Retail Limited first 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 60 people in its purpose built warehouse/offices and has a total turnover nearing £25 million per year.

Source : PR Web

03 June 2012
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