Frénéhard Pliage
Web development & Digital Marketing
Client
Frénéhard Pliage
Project
e-commerce website
Expertise
Web development Digital Marketing
Trade
Construction materials
Target
Craftsmen
Market
France
Need
Frénéhard-Pliage has been conceived as an online service enabling the configuration and online ordering of custom-made folded metal parts. An initial website in the form of a POC has been developed inhouse by the company. Faced with the instability of the demonstrator and the technical difficulties caused by its many interactions with related systems (ERP, configurator, production management, etc.), Frénéhard called on bb&b to take over the site, refactor a large part of its code and promote it to identified targets.
Approach
bb&b carried out a complete audit of the site, the flow of orders, the interactions between the various components, the expected functionalities in relation to the established industrial process and the problems observed. On the promotional side, following a competitive and sector study, bb&b developed a marketing plan to target Frénéhard Pliage’s prospective customers.
Implementation
The website underwent an almost complete refactoring of its code in order to stabilise its operation from a technical point of view and optimise the entire industrial process, from ordering to delivery. At the same time, work on ergonomics has improved the user experience. To promote the site to its target audience and boost sales, bb&b has developed a communications concept that has been rolled out across a range of media, as well as a digital marketing plan. The latter is based on a SEA campaign via Google Ads and Microsoft Ads, supplemented by an Automation Marketing campaign on LinkedIn.
Results
The work of bb&b has been decisive in stabilising the site, making exchanges between components more fluid, increasing responsiveness, developing the number of visitors and optimising the conversion rate.
