The document analyzes the effectiveness of Quality Alloys Inc.'s website and promotion strategies. It finds that while website visits increased during a promotional period, revenue actually decreased compared to prior periods. There is little correlation between website visits and revenue, with revenue instead highly correlated to pounds of alloys sold. The document recommends Quality Alloys focus on improving the customer journey across advertising, website, and brochures to boost conversions. It also suggests investing in key account management and additional data collection to better understand revenue drivers.

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Analysis for Quality Alloys Inc.
What is the effectiveness of its website and promotion
By. Alaska | Fabrizio | Jinpeng | Laura | Shresth December 02, 2019

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1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation

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Distributor
Different grades of
a variety of alloys
ABOUT < $75 MILLION
Annual Sales
Relatively small
company
LOCATION
United States
Goal: Go
International
About
CUSTOMER
S
Small companies
that make parts out
of the alloys.
Purchase when they
need it.

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About
Marketing
Original Channels
Direct mail
Ad. In trade magazine
Paid listing in industrial websites

5. 5
About
Marketing
Company's Website:
Description of products
Request of quotations
Goals:
Drive new sales​
Give legitimacy to brand​
Extend internationally​

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1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation

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Marketing Promotion
7
Mid-December 2008
Commissioned a brochure providing overview of
company's products and services
Sent it to potential customers
Total cost of
$25K

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1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation

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Is the promotion affecting visits to the website?
Visits increased significantly during the promotion period.

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Is the promotion affecting revenue?
Revenue goes down after the promotion compared with those before promotion.

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How does visits to the website affect revenue?
Correlation = -0.06
Revenue has little relationship with the number of visits.​

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Factors affecting revenue
Correlation = 0.87
Revenue of the company largely depends on pounds sold

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1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5.Recommendation

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Website Promotion
• Online Cart
• Website visibility
• SEO Optimization
• Effectiveness of promotion
• Physical Boucher
• Limited reach
Problem

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1. Introduction to Quality Alloys Inc.
2. Quality Alloys Promotion
3. Analysis
4. Problem
5. Recommendation

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Recommendations
Focus on the customer journey
Create seamless customer journey:
Aligned
advertising
Online
shopping cart
Brochure / Ad.
Allow customers to make purchase immediately in real-time to boost conversion rates.

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Recommendations
Invest in a more holistic sales cycle
What’s next?
Concentrate on Key Account Management and focus on growing business with the larger more
significant accounts
Sales team
Quote
Inbound leads
Purchase
Currently:

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Recommendations
Additional data collection
- How clients become aware of QA
- What else affects revenue stream
Marketing channels
- Extend reach:
• Social Media
• E-mail
- Improvement of current online advertisement

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Thank you

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Analysis and graphs
APPENDIX

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