Kencraft Candy A Web Marketing Research study

Though they didnt know it at the time, Ken and Marlene Matheson laid the building blocks for one of the finest confectioneries on earth in 1969 after they hand-made panoramic Easter eggs and icing decorations in their home. Their products were an instant hit with neighbors throughout northern Utah and with that, Kencraft was created.

In 1974, Kencraft gained national recognition at a tradeshow in Chicago as well as the home-based business quickly outgrew its space. With orders flooding in, Kencraft moved right into a factory in Alpine, Utah at the bottom of the majestic Wasatch Mountains, where the company remains today.

In 1994 Kencraft, Inc. was purchased by a privately owned company that added financial and management strength along with new ideas and merchandise. This infusion of talent and capital spurred Kencraft into new markets like the growth of manufacturing and sales into Europe, Mexico, and Asia. Kencrafts parent company, Dynamic Confections, owns two other confectioneries: Maxfield Candy Company and Dynamic Chocolates.

Updating a conventional Company

Apart from a little candy shop attached to the front of their factory, Kencraft happens to be a wholesaler of hand-made confections. The majority of their customers were repeat customers who had purchased from them for many years. That they had an internet site but it was for information only. It didnt allow people to place orders online. Customers needed to call or fax within their orders.

Kencraft management suspected there was clearly business they were missing out on because they didnt have online ordering available and, more to the point, as their website didnt get good search rankings. Arrived to act.

The trigger came unexpectedly with a restaurant in Park City, Utah. David Krietzberg, a chief corporate officer for Crexendo, an e-commerce services company based in Orem, Utah, struck up a discussion using the President of Kencraft, Greg McCormack. McCormack, whod been surfing for a Web services company to assist them, was impressed enough to accept the leap.

There were examined other programs who might get the job done for us, said McCormack, But we felt beloved with Crexendo due to the simpler platform and its solid infrastructure well-suited to serving B2B needs.

Challenges

Kencraft needed to keep your solution simple because they didnt provide an in-house IT person. Maintenance on their own new site would be made by individuals with only limited technical background. Using a regularly shifting products, they have to be online adventskalender able to make changes to their website without getting dependent on some other programmer.

Also, while Kencraft management had toyed with the concept of selling more B2C, they knew their bread and butter was B2Btheir distributors. That meant they needed a web site that will allow you to definitely browse their artistic confections but that just showed pricing to registered distributors.

Solutions

Crexendo started by building a custom site to Kencrafts specifications. In addition they integrated conversion rate optimization and SEO after doing the required market and keyword research. Being an additional measure to assist improve Kencrafts search rankings, Crexendo did some link-building for that new site and provided Kencraft employees with training on how to use Amazon.com to create even more sales.

Outcomes

Traffic from search comes to an end 429 percent. As a result of higher search rankings and better sales that resulted from Crexendos work with the brand new Kencraft site, 90 % of the orders visiting them online originate from clients. Meaning their new website is generating about 10 times more orders than their old one did.