Gunn & Moore

2010

Brand, Strategy, Digital

IMMEDIATE 500% INCREASE IN BOTH AVERAGE PAGE VIEWS AND AVERAGE TIME SPENT PER VISIT

HUGE DROP IN BOUNCE RATE FROM 72% to 28% OVER TWO YEARS AS VISITORS ENGAGE WITH BETTER PRODUCT AND SUPPORT CONTENT

200% INCREASE IN SEARCH TRAFFIC OVER TWO YEARS AS NATURAL SEO AND RELEVANCE INCREASES

UNIFIED SOCIAL STRATEGY GROWS REFERRAL TRAFFIC FROM 1% to 74% OVER TWO YEARS

FOUR TERRITORY SITES RUNNING TWO DISTINCT PRODUCT RANGES CONCURRENTLY WITH GLOBAL AND LOCAL LEVEL SITE ADMINISTRATION

Profission: Gunn and Moore

Gunn & Moore are one of Englands finest Bat makers, and have long been one of the most respected names in the world of Cricket. In 2009 the firm expressed an interest in evolving their current site to include new methods of engaging their audience and putting their players to the forefront, and to create a more coherent, simpler browsing experience to their online catalogue.

Following an audit of their current offering, Profission went back to Gunn & Moore with some markers for enhancing current performance, and some ideas on how to give the company a stronger brand message. Profission built the new site on its Medici platform to give Gunn & Moore the option of having a commerce-ready product range.

The new, completely content-managed site matches players to the products they use on the pitch to enhance brand awareness, and to cross-promote the two main areas of the site. Profission then introduced extended product supporting content with a richer community experience to highlight GM's county and top players, keeping the site fresh through the season and its tournaments.

Behind the consumer-facing site is a resource for GM stockists and dealers, providing information on stock availability and access to visual and training assets to aid sales and marketing.

Since the site went live in February 2010, Gunn & Moore is now serving more than twice the amount of visitors, with one third of the bounce rate of the old site, and the average user is spending slightly over three times longer on the site than previously. More recently the global site has been deployed over four distinct territories to service a need to display trailing product ranges in the southern hemisphere, allowing the UK deployment to focus on upcoming ranges and technology, available much earlier than to the rest of the world. A comprehensive content management platform allows administrators in each territory to focus promotional, product and community content to their own audience without effecting the core platform, managed by Gunn & Moore's team, with Profission, here in the UK.

Profission produced a series of Facebook apps to promote community content from the website to their Facebook audience and manages all digital promotional assets for the brand. Our involvement has seen social media grow from nil to three-quarters of its referral traffic. Gunn & Moore do not actively promote their brand digitally across any channel, forcing us to prove our mettle purely through good practice and by producing great tools.

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