Turner Engineering has been re-manufacturing Land Rover engines since the late 70's and has established itself as market leader and the most experienced company in this field. Enjoying worldwide recognition for its quality service, the e-Commerce site reaches a demanding international clientele requesting high-end Land Rover engine parts. We spoke with the company’s CEO Frida Turner who oversees all business activities and is responsible for the online store. She explains how Oxatis has helped Turner Engineering become an established reference brand in a niche market.
The keys to success for Turner Engineering:
- Being able to depend on the expertise of a solutions provider that puts everything in place to help us succeed such as business and technical support and training for autonomous site administration
- Building lasting relationships with the customers acquired worldwide thanks to the outstanding results of continuous SEO services.
- Enjoying full freedom to scale the business and accessing our business administration area from any work station.
Oxatis: You decided to take you e-Commerce website from on open source solution to the Oxatis SaaS solution in 2016, how well did the process match your expectations?
“We immediately started seeing the benefits of working with experts”
Frida: Change can be challenging, but re-platforming from an Open Source solution to Oxatis has done our business more than good. The teams put everything in place to ensure a smooth migration and in August 2016 our new SaaS-based e-Commerce site went live, and we immediately started seeing the benefits of working with experts. During the migration our data was preserved: order history, customer information, stock management and especially the result of the work on the organic SEO of our site and our catalogue. The studio made sure our design was preserved, except for some optimisations they proposed to implement. We didn’t want to surprise our customers with a complete redesign at that time, I don’t think they even noticed.
Oxatis: Who are your customers?
“Turner Engineering is indexed for 108 keywords on Google’s first page!”
Frida: 66% of our site traffic is generated through organic results from search engines and it increased by 80% compared to last year! Thanks to excellent SEO work our site reaches an international audience of car mechanics, engine part suppliers, or hobbyists and has the potential to serve anyone with a Land Rover engine that needs fixing. After migrating our site, we started working with the SEO department to expand our reach and within 10 months our site traffic had doubled, and our turnover increased by 30%! Mathilde has been our dedicated SEO expert throughout the years. She always finds something to optimise or improve and advises me on what I can do to drive more organic traffic to my site such as adding fresh and original content to my product pages. And although I sometimes wonder how much I can say about a spare part, she is right, and the result is that Turner Engineering is indexed for 108 keywords on Google’s first page, of which 54 reach first place! Mathilde also worked on getting external links from forums to point towards our site which is great for SEO, but also increases the overall brand awareness and we benefit from this free word of mouth advertising.
Oxatis: So, your e-Commerce business is in good hands?
Frida: As a manufacturing business, we make sure to deliver exceptional customer service, and we expect to see the same level of dedication from our e-Commerce partner. Whenever we run into a problem or have a question we receive a complete and detailed answer within the hour and the teams will go through great length to get our trouble fixed when needed. The Teams at Oxatis are always ready to advise us on best practices in building the site, but also on how to improve the user interface, and explain us how to best work with the many features the solution proposes.
Oxatis: How important is brand reputation for your business?
Frida: We are known in the world of Land Rover as the best in the business worldwide and so luckily our site can adapt to over 20 currencies with the currency picker app we set-up on the homepage.
We want our knowledge and focus on customer service to show throughout the shopping experience and we go above and beyond to satisfy our customers! They let us know what they think of our services by leaving a site or product review with the Shopping Satisfaction feature the site offers. We are close to collecting 500 5-star reviews from around the globe. These reviews are powerful tools when reassuring new customers on our site and we display them in the product pages and on the home page and even in our customised abandoned shopping cart recovery mails, which have a conversion rate of 29%! Last month we recovered over £11,000 with this tool.
Oxatis: What is next for Turner Engineering?
Frida: We migrated our site to the Oxatis solution to streamline our online business and to be able to administer our online site hassle free. We are considering improving our productivity by connecting our Sage 50 ERP, but that will be another case study altogether
- Successful migration from Open Source to SaaS
with the Oxatis experts safeguarding our data and SEO.
- The guidance of the Oxatis experts
accompanying us in optimising our site’s performance: SEO, conversion and UX improvement.
- A fully functional e-Commerce site
that provides a multitude of features I can activate in one click.