NCM Associates is an industry leader in business intelligence benchmarking, auto dealer software and dealer consulting. The 100% employee-owned company provides specialized training to automobile dealerships to optimize services and increase sales. While NCM’s services and software were helping move auto dealers toward a successful future, their own brand representation was antiquated and the organization’s lack of ecommerce capabilities was holding it back. When NCM wanted to redesign and re-platform their main digital property to overcome these challenges, they engaged Blue Rivet.
Paving New Roads for Lead Gen
After a complete brand refresh, NCM needed a well-designed platform to help communicate who they were and the services they offered as well as increase lead generation into their sales organization. In addition, incorporating and transforming their content to an ecommerce format for digital consumption presented a challenge.
The re-designed property was built on Kentico V9 and later upgraded to V11. The new platform offered the company extensive content management, ecommerce and marketing automation capabilities. With such a range of new options based on the Kentico platform, structuring content for multiple audiences without overwhelming them was key. When designing and developing the site, Blue Rivet focused on content structure and information architecture. Extra attention was placed on all pathways to ensure lead generation efforts resulted in conversions. In addition, the site leveraged various connections to marketing automation systems within the NCM Associates ecosystem which was key to generating sales from increased website traffic.
Increasing Brand Awareness
The information architecture allowed NCM to bring in new customers while also increasing brand awareness. Additional KPIs were established around engagement (site visits, time on site) as well as lead generation/email capturing. Immediately after the website launched, traffic and engagement increased exponentially. This engagement has stayed consistent since launch.