Case Study: Rawson

Who:

Rawson, part of Eriks, is one of the main providers worldwide of instruments, parts and accessories for the Oil & Gas industry.

The Challenge:

They distribute over 30,000 products which makes product selection very difficult. Product lines and manufacturers vary per geographical area, which makes it even more complicated. Many of the target users work offline as well in the field, and to make the process even harder , the type of industry restricts the permissions to the entire environment (many users can’t install programs on their computers, or their browsers don’t accept cookies or run javascript). Thus the challenge was to create online and offline tools that would suggest products to their sales people and customers that, at a glance, will direct them intuitively to the right product. These prompts were design to match the application and industry of the buyer.

The Solution:

We built a database that allows Rawson to enter and categorize all of their products. The front-end online/offline catalog is accessible through ANY platform. We created a desktop application that runs without requiring installation, that comes initially with the latest information, and connects instantly and downloads the latest data on the background whenever the computer is online. The online front end search function serves different platforms depending on the browser that is being used, making it compatible with obsolete versions still in use today in the field such as IE6 and up. The administrative access on the backend allows Rawson to easily add/edit products, brochures, videos, etc.

The Outcome:

The bounce rate of the website decreased from an avg. of 65% to an avg. of 40%, and the conversion ratio from visitors to leads increased 37%.
The phone calls and requests for specific products found through the website became very active, whereas before our web development solution, they were almost non-existant.