Case Study | Babbitt's Powersports

+40%

increase in profit year-over-year

+18%

increase in Arctic Cat conversion rate

retailer in their segment

01 | Goals

Goals

Focus on Return on Ad Spend (ROAS)
Attract the right traffic
Increase conversion rate

An established, local powersports dealer wanted to create a stronger digital presence and go global.

Simplicity can often be a key to success and Babbitt’s Powersports came to us with a simple goal – help them find ways to spend less and get more from their dollar and maximize ROAS. Although that may not always be as easy as it sounds, we can make it happen at MINDSCAPE. Our strategy with Babbitt’s focused on driving the right people to their already successful website. Once we were certain we had the right audience, we would then make subtle changes to the overall user experience of the site to convert visitors at a higher rate.

02 | Challenges

Challenges

Poor audience targeting
Subpar conversion rate
Many different brands sold

They had few problems getting traffic, but was it the traffic they wanted?

Babbitt’s had already taken its first steps into the world of digital marketing when they came to us. Their challenge wasn’t accumulating traffic – their challenge was directing that traffic in more effective ways. From single parts to full vehicles, Babbitt’s sells many products across many brands, which made it difficult for them to determine how to most effectively reach potential customers, and where to send those customers once they landed on the site.

03 | Solutions

Solutions

Engage the right traffic in the right way
Decrease PPC spending by reducing ineffective clicks
Maximize profit for each brand by learning about our customers

Optimize and streamline.

In order to maximize conversion rate, we knew we had to engage with our users in the ways they wanted to be engaged with. We’d do this through targeted campaigns for Babbitts’ many brands, and by gathering useful data on who to advertise towards and where to advertise. This data would be used to optimize Babbitt’s process in a way that cuts PPC spending, maximizes conversion rate, and increases profits year-over-year.

04 | Results

Results

40% increase in profit year-over-year
18% increase in conversion rate for a top brand
#1 Retailer in their segment

Babbitt’s Powersports was able to turn themselves from a small, local dealership in Muskegon, to the largest parts dealer in the world for nearly all their brands.

By always searching for ways to improve and refine their digital presence, Babbitt’s was able to become the #1 retailer in their segment with a 40% increase in profit year-over-year. This came from an 18% increase in conversion rate on the Arctic Cat brand and an average of 6.5% increase in conversion rate on their millions of visitors.