Reputation management Honman, Russia

About company

The Honman furniture factory was founded in 2012. The company designs and produces cabinet furniture models according to standard and individual projects.
The company has its own production and cooperates with large Russian and foreign suppliers.
 
The main distinguishing feature of the furniture factory is the high quality of products and the presence of a staff of professional designers. This allows us to produce furniture according to individual projects to suit the most demanding tastes.

At the moment, the company is represented by a furniture factory and several furniture showrooms in Bryansk and Orel. 
In recent years, the company has expanded and the manager decided to modernize the company, take a closer look at branding and develop a new website.

Tasks:

• Creating a user-friendly, visually attractive and user-friendly website.
• Attracting new traffic to the site and retaining it, increasing traffic to the target audience, as well as increasing the number of applications from the site.
• Forming a positive image of the company and increasing the level of trust in the brand through reputation management.

Solution:

At the stage of forming an Internet promotion strategy, together with the customer, we created a portrait of a potential buyer and his needs, and identified the competitive advantages of the brand. A competitive analysis of furniture companies represented on the market in the selected geography was carried out and a large number of furniture manufacturers and suppliers were identified. 
Based on the data obtained, it was decided to build a promotion strategy through reputation management.

Hypothesis:

A person takes a very responsible approach to arranging his living space, including purchasing furniture that will retain its appearance, functionality and environmental friendliness over time. Therefore, before making a decision in favor of a particular company, a potential client looks for information about it in a search engine.
 
Considering the competitive advantages of the brand (quality, many years of experience, professional designers, designer showrooms, environmentally friendly products), we needed to win the trust of a segment of a more scrupulous audience. Which prefers to purchase furniture products not according to standard projects, but according to individual ones, for specific space sizes and has a more painstaking approach.

Thus, one of our tasks was to create a positive image and reach the TOP10 (visible zone of search engines). 

Tools

1. Site development.
   The site structure was well developed. Along with the main criteria for a high-quality website, a block has been added where all the company’s designers are reflected. The client can view the portfolio of each of them, read and leave a review, and see the specialist’s rating.
   
   
2. Yandex cards and business.
   A network was created on Yandex Maps that includes all branches of the company in Bryansk and Orel. The profile of each branch was filled with up-to-date information. For one of them, it was decided to enable priority placement, because... it is the newest and the flow of clients had to be directed there. 
   Subsequently, we filled out a showcase of goods and services and posted photos of all furniture lines.
   Work was carried out to add reviews to branch profiles, both from clients and on our own.
   
   
3. Reviews and catalogues.
   We registered the company in catalogs and review sites and also worked on posting reviews.
   Yell.ru
   Zoon.ru
   Irecommend.ru
   Cataloxy.ru
   Otzovik.com
   
   
4. Online recording service Dikidi.ru.
   The company was registered on the online recording service and the service was connected to the site. Using an online appointment on the website allows the client to get acquainted with the designers’ profiles, their works and make an appointment with the chosen one at a convenient time. Subsequently, the client receives a reminder from the service about visiting the salon. The service helps shorten the UJM path.

Results:

1. A user-friendly, meaningful website with creative solutions and high-quality web design has been created for the company.

Metrics:

Average number of visitors per day – 80
Bounces – 10%
View depth – 4.47
Time on site – 4.03

These indicators indicate stable traffic on the site, with a low bounce rate and a high depth of views.

2. Traffic indicators on Yandex Maps have improved significantly.

Statistical data on visitor behavior in a profile on Yandex Maps.

Targeted actions performed by users in the company profile on Yandex Maps:

Statistics on competitors and the amount of traffic that the company’s card takes in the market in Bryansk:

The share of the company's traffic from two profiles is 78%

3. Of the total amount of traffic, 30% of the audience comes from catalogs and review sites where the company is registered.

4. The average number of appointments with a designer through the Dikidi service is 50 people per month.

Based on the results of the company's promotion:

• traffic on the site has doubled
• traffic stability is observed, without the use of contextual advertising
• the number of applications increased 3 times
• The company's rating on Yandex Maps increased to 4.9