Product Website & Ordering Process
To ensure a successful product launch, a product website and an accompanying ordering process need to be implemented. The focus is on the content strategy and the preparation of comprehensive and very technical product tables to present important information about configuration options in an easily understandable manner. In addition, a backend instance for lead management and email automation should be integrated.
From the Basics for Product Launches
netzeffekt designs and implements a website for the market launch of the new security service. The focus is on a user-friendly and informative landing page:
-
The customer is informed about the cooperation between TCS and Securitas Direct, reinforcing trust in both partners through unique elements.
-
The product and its range of services are comprehensively explained, supported by a specially designed video, product table, and FAQs.
-
A decision aid for selecting individual security needs is provided to support the customer.
-
Direct phone support from TCS customer service is consistently offered.
-
Integrated into the landing page is an order form through which the customer can directly complete the security service purchase.
-
Linked to the form submission is an email automation:
- A confirmation email is sent to the customer,
- An email is sent to the TCS and Securitas Direct staff to handle the purchase, customer contact, and installation of the alarm system at the customer's location. -
In addition to the web presence targeting end customers, a backend for lead and sales tracking is provided for TCS and Securitas Direct employees to enable efficient order processing and analysis of sales success.
A sure thing for Western Switzerland
The market launch of "TCS Home Security" was positively received in Western Switzerland:
-
Awareness Increase: The website positions TCS as a provider of security solutions, and an accompanying market research study confirms the achievement of this goal.
-
Lead Generation: Qualified leads have already been generated in the pilot phase.
-
Efficient Processing: The backend system optimizes sales processes, while email automation accelerates internal communication.
-
Customer Satisfaction: Phone support and decision aids bolster customer satisfaction.
-
Trust Building: The partnership with Securitas Direct strengthens customer trust and brand loyalty to TCS.
Overall, the project lays a solid foundation for expanding the offering to other regions.
KPIs for LP Home Security
Within 11 days, a related newsletter sent to existing members of the TCS, along with insert flyers in the Touring Magazine in Western Switzerland, generated 2,332 sessions on the website. The site recorded a very low bounce rate of 19% and a high engagement rate of 81%. The average session duration was slightly more than one minute. In 57% of the sessions, users scrolled at least to the start of the product section, which begins at about 50% of the page. There were 269 clicks on "Order Now," with 220 clicks on the standard product and 49 on the basic product. This means that in 11.5% of the sessions, one of the CTA buttons for the basic or standard variant was clicked.
