Bunnings Hardware Stores – online barriers to entry.

Always on the lookout for interesting websites and strategies used by organisations and businesses to track the activity on their websites, I came across Bunnings DIY Kitchens and hardware stores website.

I was doing some research into Sunshine Coast DIY flat pack kitchens for a client and Bunnings kitchens are in our sights. They offer a similar range, although my client’s product is far superior and is made on the Sunshine Coast.

So, I see the Google Adwords for Bunnings kitchens and click on over to their website.

Now – what would I expect to see when I get to their website?

Remember, I’m looking for a flat pack kitchen and I live on the Sunshine Coast. My search phrasae was “flat pack kitchens sunshine coast”.

My expectation was:

1. To click the ad and go straight to a web page on the Bunnings website to see a range of flatpack kitchens.
2. I was hoping to be blown away by nice, sexy shots of how a Bunnings kitchen will look in-situ.
3. I was hoping to see a really good price and perhaps a special offer, seeing as I was coming from an Adwords ad that was also costing Bunnings per click.

What I got was

1. A landing page that was no different from if I had gone to the Bunnings website and started a search.
2. If I went to the home page I had to contend with a pop-up box asking for my postcode, then my suburb and I coundn’t enter the site without filling it out. That’s a big barrier to entry right there and most people would click away and Bunnings would have lost a potential visitor.
3. The page I landed on was a catalogue listing page just full of cabinets (no sign of a kitchen – complete anywhere)
4. I’m on a page with a lot of elements going on around me, like narrow by category, price, vouchers, 10% off etc. This confusing from a customer’s perspective and could allow them to click away because there is just too much on page distraction.

So now I’m a little confused as a customer, and the dream of seeing a flat pack kitchen is a little grey. All I want to do is do a bit of research and see how much a complete flat pack kitchen at Bunnings costs.

I can build a price list and get a base idea of how much things cost and that’s all.

There’s 2 trains of thought here. Bunnings have selected their advertising on the assumption that their website visitors are knowledgable on kitchens, but that may not be the case, maybe the website visitior is just looking for ideas on design, color scheme and colours.

From a marketing and human behaviour perspective, here’s some new, fresh ideas on how Bunnings and their flat pack kitchen adverts my get a better conversion rate and generate more sales calls to their kitchen sales division.

Bunnings flat pack DIY kitchens conversion rate improvements.

1. Create a dedicated landing page for the Adwords campaigns.
2. If the Google adwords for flat pack kitchens is showing up in search results for ‘flat pack kitchens’, the landing page should showcase kitchens, not cupboards, cabinets etc. Remember – I want to see kitchens.
3. Remove all distractions from the landing page, no menus. no other offers etc.
4. Test loading a video in the landing page, showing how the kitchens look. Allow the website visitor to see the finished product. Sexy video is always a good conversion sweetner.
5. Create a good headline and sub-headline on the landing page that sells the benefits of Bunnings flat pack kitchens Sunshine Coast.
6. Create a bulleted list of features/benefits of buying the Bunnings flatpack kitchen.
7. Allow the user to download a DIY kitchen brochure.
8. Add customer testimonials on how good the Bunnings kitchen is.
9. Have a form on this page to allow customers to send in their questions.
10. Show a list (or a link to) a range of DIY kitchen frequently asked questions on how to go about getting a Bunnings kitchen that you can build yourself.
11. Add a gallery of previously installed kitchens. Nice photos always work well. It’s a visual market…let’s see some pics please!
    There is a gallery and dedicated page here: Bunnings flat pack kitchens.
12. And the final recommendation from Onlinemarketizing is, Bunnings need to create a dedicated website that focuses on flat pack kitchens…that’s the top tip. And guess what www.bunningsflatpackkitchens.com and .com.au is available to purchase. Go out and buy it. http://bunningskitchens.com.au/ has been registered, however, it is a dud, and there is no website.

So – flat pack DIY kitchens from Bunnings. A lesson there that highlights the need for targeted ad campaigns via Google Adwords, plus it shows you don’t have to be a giant hardware store to rank well for the search terms in your niche. Any small DIY flat pack kitchen manufacturer here on the Sunshine Coast and anywhere in Australia can use the recommendations in this post to convert more website visitors into paying customers.

Oh yeah – one more issue Bunnings need to work out is I’m in Queensland and they tell me my closest store is in Mascot NSW, like that’s 1000km from my front door. Long way to drive for a kitchen. C’mon Bunnings IT people, sort it out please!!

Onlinemarketizing is a Buderim based SEO and online marketing company, specialising in online advertising and traffic generation and sales conversion strategy development to assist Sunshine Coast businesses harness the power of doing business on line and build a more profitable and sustainable revenue stream.

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Article by John Miles.

Title: Bunnings Hardware Stores – online barriers to entry.
URL text: Bunnings Hardware Stores Online Barriers To Entry

Keywords: bunnings, flat pack kitchens, google adwords,

John is a WordPress developer who creates the opportunity for Sunshine Coast business owners, as well as clients all across Australia, to create a sustainable internet business., John has written 118 awesome articles on this website.

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