ATP
ATP boosts internet sales
ATP's products range from temperature and humidity to light and sound level monitoring, electrical testing and weighing equipment. ATP Instrumentation also offers full technical support services including instrument calibration, equipment repair and hire.
The challenge
As part of a strategy to maximise new business opportunities, ATP Instrumentation looked to further develop its website as a fully functional ecommerce trading tool. Customers were invited to take part in a review of the existing ATP Instrumentation website, considering what they would like to see change, as well as what they liked and disliked about other websites they visited.
Results from this survey helped prepare the comprehensive brief for the new site. Expertise and technology that wasn't part of the current mix at ATP Instrumentation was needed, and head of marketing Alan Twigg began a fairly extensive review of outsourcing specialists.
Our Solution
Pindar was successful in being awarded the contract, and development began in the autumn of 2003. Within the first few months of the launch, ATP Instrumentation achieved a staggering 70% increase in online sales figures, and now expects to receive an increasing proportion of all business through the website.
ATP's second generation ecommerce website was launched in February 2004. Alan Twigg said: "we were obviously delighted with the results. Without doubt involving our customers right at the beginning has brought many benefits. We were able to make sure that our new site met with their specific needs and expectations. Giving our customers choice and a user-friendly way to browse our product range and place orders was a key factor in choosing the Pindar system. But equally important was a flexible and easy-to-maintain website which would allow us to add new products quickly, make special offers and tie in online promotions with our marketing campaigns."
We've made it easier for our customer...
ATP Instrumentation's customers are now able to navigate in a variety of ways which suit their own online behaviour preferences, enabling them to search products and place orders more quickly and easily. Making full use of the ATP intuitive website layout, many new and relevant features include:
- A secure online ordering system where shopping baskets can be saved so that products can be ordered on a daily or weekly basis and submitted when ready.
- Access to product categories and the shopping basket from every page-view.
- tools that automatically calculate relevant shipping or postage rates so that customers can be charged within the credit card transaction or orders shown in full as raised by account holders.
- Email acknowledgements to customers once they have placed an order and customers' email addresses can be collected for future email marketing campaigns.
