Introduction:
EOTECH is a manufacturer of professional grade optics, and its mission is to provide high-performance weapon accessories and world-class service to its law enforcement, special operations professionals, and civilian consumers.
Challenge:
When EOTECH met Human Element, they were facing a critical challenge. Their eCommerce platform was being sunsetted in the near future and they needed to quickly move to a new platform to avoid disruption to their operations. The primary requirements for the new platform included the ability to maintain control over it, ensure security, and meet their unique business needs at the time.
Solution:
1. Replatform to Magento
Human Element swiftly transitioned EOTECH to Magento, completing the migration in a short time frame. The choice of Magento provided EOTECH with the control they needed, since it is not a SaaS model, ensuring the site cannot be arbitrarily shut down. The platform undergoes regular security updates to maintain its integrity.
2. Integrations with CRM, inventory management, email platform
To further enhance eCommerce capabilities, Human Element integrated the website with EOTECH’s CRM and ticketing system, Zendesk, and with SkuVault, an inventory management tool, to streamline operations. Additionally, they implemented Klaviyo as a marketing and email platform, replacing MailChimp for more robust support and features. This switch enabled advanced segmentation and targeted discount programs for various audience groups, including first responders and government workers.
3. Integration with affiliate programs and referral tracking
The Human Element team also provided custom integrations for affiliate programs ExpertVoice and GovX. ExpertVoice offers discounts on products to retail store workers, industry workers and members, service members, and anyone else who is an expert in their field. GovX provides benefits and discounts to first responders and military members.
4. Custom-built referral tracking system
EOTECH wanted to tap into these sales opportunities, but didn’t want to lose full-transparency of total sales and the commissions that should be paid. Instead of relying on the vendor integration and accepting the black box approach that kept metrics hidden, Human Element built a system that was able to track each referral from when they landed on the site until they checked out. This gives EOTECH the confidence to pay commissions each month based on metrics they control and have full access to.
5. SEO and digital marketing
Human Element also provided SEO and digital marketing services. They utilized AI tools like ChatGPT to improve metadata, create cohesive blog articles from video transcriptions, and expand product page content with extracted information from product manuals. This approach enhanced site health with better keyword value and latent semantic indexing (LSI).
Results:
As a result of the replatform, integrations, and data-driven design enhancements, the website’s speed, usability, and mobile experience improved significantly. The implementation of basic automations through Klaviyo resulted in a $12,000 increase in revenue within a month.
But the real winning metric in this story is the website revenue, which has increased over 30% year after year since the beginning of the partnership in 2018.
Future Enhancements:
New homepage and category pages, set to launch soon, are expected to further enhance the site’s look and feel, usability, and conversion rates. In addition, future plans include an integration with the ERP system, odoo, and developing additional reporting capabilities to better manage the site by data and performance.
“We have been operating on a similar budget and the same footprint of people for years, and with the outside-the-box strategic thinking from Human Element, we’ve increased website revenue by over 30% year after year.”
Jake Fambrough – Director of Digital Marketing & Customer Experience, EOTECH