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LaunchUX Case Study: Nordic Pure AC & Furnace Filters
Nordic Pure is a large manufacturer and retailer of air filters headquartered in Celina, Texas. All of their products are manufactured in the United States, and they ship – usually for free – directly from the manufacturer. Nordic Pure initially focused on wholesale distributor relationships, but they quickly developed their own online storefront in 2004.
Despite having their manufacturing, shipping and sales operations in-house, however, Nordic Pure continued to see the majority of their sales coming through outside retailers including Amazon and Wal-Mart. Third-party sellers can take 16-25% of the selling price.
If Nordic Pure could drive more traffic to their website, they would keep more money per sale.
For customers that did visit their website, they encountered another problem almost immediately. The air filtration market is huge – overwhelmingly so for the casual consumer. It is also painstakingly specific. Filters can vary by size, material, quantities and other factors. On top of that, customer preference can be dictated by anything from specific allergens/contaminants (pollen, pet dander, smoke from wildfires, etc.) to budget. Nordic Pure offers hundreds of primary products with tens of thousands of variations.
When customers arrive at Nordic Pure’s website, they will need to be able to find exactly what they are looking for – even if they don’t know what that is.
It turns out that customers don’t really like thinking about their air filters – at least not as much as Nordic Pure does – but they still need them, and they still need to replace them on a predictable schedule.
Opportunity 1:
Optimize their online presence and the customer experience.
Opportunity 2:
Educate their customers to help them find the best solution for their needs.
Opportunity 3:
Turn new customers into returning customers by automating the reorder process.
Achieving these goals requires advanced knowledge and application of:
- Website building and design
- Search engine optimization (SEO)
- Ecommerce integration
- Enterprise resource planning systems
- Project management
Nordic Pure had been selling air filters through their own website for more than 15 years when they reached out to LaunchUX. At that time, they were using a Shopify website, but they needed a solution that made it easier to find the proper filters, and generate more awareness about the different types of air filters they offer. Air filters are supposed to be changed on a regular, predictable basis. However, it is easy for customers to forget about them, and it is a hassle to continually order them.
About a year after the website launched, we added an auto-shipment feature to the checkout process where customers could select to receive the filters on a subscription basis. For customers, it means their fans are always performing at the recommended levels. For Nordic Pure it means they lose fewer sales to their customers’ forgetfulness. Combined with Nordic Pure’s free shipping policy, the auto-subscription is a powerful sales and customer retention tool.
The NetSuite integration project was not part of the original plan, but, fortunately, LaunchUX’s diverse knowledge of software, systems, processes, procedures and project management made us an ideal partner. We were able to adapt to the situation and aid the client in achieving their overall desired goal – even though it was beyond the traditional scope of web design and SEO services.
The result of LaunchUX’s enhancements – web design, SEO, ecommerce and ERP – have boosted Nordic Pure’s weekly revenue through their website by 30% compared to the previous year.
From the end of 2020 to the present, Nordic Pure has improved in search ranking for nearly 4,500 search phrases according to Ahrefs with organic traffic steadily increasing.
Additionally, the soft launch of the auto-shipment garnered more than 600 subscribers for the service – and that was just in the preliminary testing phase.
After the project was completed, LaunchUX has continued to provide ongoing support, upgrades and maintenance to the Nordic Pure website. It is quite rewarding when we can use the full capacity of our experience and capabilities to help clients achieve their goals and grow over time.
This was a very large project – and a very exciting project – that showcases our full range of our abilities including:
- Developing and optimizing their website
- Establishing an e-commerce system with auto-shipment functionality
- Facilitating communication between enterprise report resource management systems and accounting systems with APIs
- Integrating payment processing and shipping
- Increasing sales and organic traffic to the website
LaunchUX is a boutique digital marketing firm located in Chambersburg, PA that specializes in building websites, search engine optimization and secure web hosting. Ranked by UpCity in the top 10% of SEO firms nationwide, you can be sure that LaunchUX delivers measurable results.
Contact us today to discuss where you want your company to go next – and how we can help you get there.
