New site buygrillgate.com handles massive spikes in traffic after national TV advertising, delivers 50% conversation rates and 3x faster order processing.
Today’s success story is a prime example of using the small screen to make an impact on the smaller screen. Volusion customer, GrillGrate of Cartersville, Georgia, is a budding manufacturer of unique grilling surfaces that prevent flare-ups and allow for the grilling of all types of foods. GrillGrate recently launched a week-long TV advertising campaign that ran on more than six national cable networks, leading to a huge spike in web traffic and sales. Since the company’s start in January 2008, sales have grown every month – and thanks to their new Volusion site and TV ad campaign, sales have shot through the roof.
So how did Brad Barrett, owner and developer of GrillGrate, achieve such fiery success? The first step was building a high-quality product. Brad worked in new product development for much of his 30-year career trying to invent something that could be the next “Snuggie.” By following his passion of grilling, Brad tinkered with grill accessories and developed the GrillGrate. The GrillGrate allows grillers to successfully grill a wider variety of foods without having to worry about burns and flare-ups. The consumer benefit, therefore, is a resulting meal that is healthier, juicier and better tasting.
Knowing that he was sitting on a product with huge potential, Brad quit his steady job to pursue his dream of making the GrillGrate succeed.
Like many entrepreneurs, Brad initially started selling GrillGrate through traditional brick and mortar retail stores. Finding shelf space for new products during a recession, however, proved to be an obstacle for the young company. To adjust, Brad strategically decided to focus on ecommerce sales. While he had a basic website, the time had come to have a much stronger shopping cart. Brad notes, “When website visitors clicked ‘Buy Now’ they were taken to a low-quality site that didn’t have professional features needed to look like a credible company. I feared the shopping cart was causing abandonments and lost business.”
To up the ante, GrillGrate had finalized plans to run a spring 2010 national direct-response ad campaign on major cable networks. The new online store had to look professional and handle a large amount of traffic.
Thus, the search for the right shopping cart software began. Brad spent a great deal of time comparing various options and finally decided that the ultimate test would be to experience the company’s customer service. “Volusion stood out because when I called in, I spoke with a live, knowledgeable person who really listened to what I was trying to accomplish.”
After his first call to Volusion, Brad and his web developer built their site within a week, crediting customer support as a big help in getting up and running so quickly. “They’d jump into the store with us, not just tell us how to do something, but actually show us how to get things done and build an online store. We learned more quickly that way and saw first-hand the features and depth of the Volusion platform.”
GrillGrate wanted to take their online presence to another level by creating a landing page storefront that opened up into a larger, more traditional store. To sum up the goal, Brad notes, “Most direct marketing companies build a one-dimensional buy site for a single, specific product. We wanted a real store. We recognized the need and opportunity for building a bigger store to give shoppers more options, and increase sales and build our brand.
The end result? www.buygrillgrate.com. Once the new website and TV campaign launched, huge spikes in awareness, web traffic and sales quickly followed. 75% of the sales driven by the TV campaign were via the website, with the rest captured on inbound phone calls. The new online store was able to convert an unprecedented 50% of visitors from the campaign into sales. Barrett adds, “We’re really encouraged to have conversion rates at 50%, which go way beyond the industry average. Without Volusion we would not have seen the kind of success we’re experiencing today.”
This story truly demonstrates the impact of having an integrated campaign with consistent messaging across various customer touch points. To illustrate this importance, GrillGrate offers the following:
“Companies are realizing they have to put their best foot forward on the web. Even though we might now be selling in brick and mortar stores, a high-quality website like www.buygrillgrate.com is still paramount for converting customers no matter what channel in which they buy.”
A huge congratulations to Brad and GrillGrate for such astounding growth and success. We’re honored to have played a part and are grateful for the chance to tell such an inspiring success story. So if you’re ready to fire up the grill, check out the latest from GrillGrate!