Case Study

Brief

House builder Keepmoat Homes briefed Rippleffect in 2010 to develop an interactive, accessible and user-friendly website to help drive sales of its affordable homes across Yorkshire, Midlands, North East and North West.

Keepmoat Homes website was completely revamped to inform and engage its wide target audience, while putting ease of access and the user’s personal experience at the top of the agenda.

Campaign objectives:Keepmoat Homes tasked Rippleffect with achieving the following objectives:

• Deliver Keepmoat Homes offline market position and brand online
• Develop an easily accessible user-friendly website
• Raise awareness of the brand to drive online traffic and increase sales enquiries
• Increase data capture to assist direct marketing

Ultimately, Keepmoat Homes wanted a website that would inform its target audience of its affordable homes across the North of England and the Midlands, whilst also providing advice on house buying to make the purchasing decision easier.

Strategy

Rippleffect’s solution was to establish a prominent and innovative online showcase (www.keepmoathomes.co.uk) of Keepmoat Homes properties.

The team worked closely with Keepmoat Homes to:

• Encourage and drive potential buyers to the site with its user-friendly, fully branded design
• Increase usability by allowing potential buyers to filter properties based on price andnumber of bedrooms. The results can then be viewed on the embedded Google map
• Create stylish content pages that allow the user to view floor plans, gather information about the local area, request a brochure and get directions
• Increase data capture by having a tailored member’s area ‘my Keepmoat’ which allows registered users to save their details including favourite properties and individual requirements. These prospective buyers are then sent regular email, SMS and direct mail updates
• The website helps to drive sales by taking advantage of data feeds to gain exposure on third-party property sites such as rightmove.co.uk, Zoopla and Smart New Homes
• Offer clear contact pages which makes it easier to place an enquiry or get in touch with individual sales offices across the UK

Results

Since the website launched there has been:
• 558% increase in the number of sales leads and enquiries
• 31% increase in the number of page views
• 77% increase in the average amount of time users spend on the site

The site has now become the main focus of Keepmoat Homes marketing effort and all other marketing mediums, be it direct mail, PR and advertising, all drive traffic to this one centralised point.