McGraw-Hill Education, a digital learning company, turned to CTI Digital to drive sales and create a single, unified ecommerce platform to allow users in over 30 countries to purchase in their local currency. CTI Digital discuss the work
We launched a global ecommerce platform and PPC campaign for McGraw-Hill Education, which was looking to reinvigorate its business model and drive sales.
Situation
Recognising the shift in consumer trends, McGraw-Hill Education’s (MHE) new management team wanted to drive global sales in new areas such as digital and adaptive products, and establish a global retail platform for its 10,000 product lines.
With a handful of standalone ecommerce sites operating in various countries, we were approached to create a brand new single, unified ecommerce platform with individual storefronts for each region outside of the USA, focused on helping customers to find and order products online.
“This ecommerce platform has added a brand new dimension to our business model, ensuring that we are fully prepared to engage in direct sales with customers online. CTI Digital has been a great partner for this project, fully understanding our business needs, effectively managing our global PPC account and helping us to ensure we have all the tools in place to succeed online.” – Chris Marjara, Chief Marketing Officer, International Group at McGraw-Hill Education
Stats
• Two hundred and fifty thousand visitors in four months
• Sixty countries globally
• Six-month build time
Solution
We designed and built a fully responsive, user friendly, robust and scalable Magento ecommerce store, allowing efficient management of inventory and content from one central location. The site enables customers in over 30 countries to purchase products in their local currency.
To increase awareness of MHE’s new website, we also took responsibility for the management of the organisation’s global PPC account. This helps us to grow MHE’s online revenue, targeting key search terms and phrases to ensure that all product lines are promoted via multiple advertising platforms. We also dynamically retarget users with adverts for items they viewed or added to basket, to help drive sales.
To help familiarise the different global regions with the website, our support team conducted several webinars with key members of MHE’s management team, to ensure that they are fully aware of how to use the back end of the website.
Results
This ecommerce project has added a brand new dimension to MHE’s business model, ensuring that the organisation is prepared to engage in direct sales with customers online. With no previous global ecommerce platform, this project has facilitated a major step forward and huge opportunity for the two billion dollar business.
Within the first four months, the websites have seen 250,000 visitors and generated over 100,000 pounds worth of sales. We have achieved significant growth and results within PPC too, including an average CPC efficiency improvement—a 47 per cent drop—in the UK, and a 399 per cent increase in monthly revenue in Australia.