FloTrace
FloTrace Heat Trace Systems is an online business located in Roanoke, VA that specializes in self-regulating heat trace solutions that protect residential, commercial, and industrial facilities from freezing temperatures. The company provides high-quality heat trace cable, controls, and accessories for applications including pipe freeze protection, roof and gutter deicing, and industrial temperature maintenance. By combining reliable products with expert technical support, FloTrace helps customers safeguard critical infrastructure, reduce maintenance costs, and ensure year-round system performance.
The Problem
When FloTrace partnered with LeadPoint Digital in October 2022, it was an emerging provider of heat trace solutions. The company wanted to strengthen its online presence so it could compete with several well-known, established brands in the industry.
FloTrace was able to sell the same quality of heat trace cable as the major brands at highly competitive bulk pricing due to their low overhead and extremely efficient business setup. However, getting that information out to the public, as well as to contractors and installers in key markets, was one of several challenges the company faced. FloTrace also needed a professional online platform where customers could view and purchase products.
The Solution
LeadPoint held multiple meetings with FloTrace to better understand their product, their customers’ buying tendencies, and their competitive advantage in the market. Together, we developed a multifaceted strategy that tied their new website and ad campaign together.
We identified Shopify as the best web solution to improve their online presence. FloTrace needed a professional ecommerce platform, and their customers needed a user-friendly way to purchase products. The new site needed to be optimized for sales while clearly communicating the factors that set FloTrace apart from its competitors:
- Lowest price per foot on bulk cable
- 10-year warranty
- Fast free 2-day shipping
- Extensive product knowledge and hands-on industry experience
- Side-by-side graphics comparing FloTrace’s products to competitors’ at the same quality level
Through extensive research we identified over 8,000 monthly search queries where user intent was that of a transactional nature to try and capitalize on customers who were near the end of their buying cycle and were looking to make a purchase. This research allowed us to make the following data-driven decisions.
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How We Got There
- 36 specific locations throughout the continental United States and Canada based on total snowfall in previous years.
- People on Google and its partners searching for heat trace related keywords such as heat trace cable, self-regulating heat trace, heat tape, and even competitor-related keywords like Raychem heat trace.
- People with transactional search intent who were at the end of their customer journey and ready to make a purchase.
By the beginning of 2023, FloTrace was ready to compete in a highly competitive market, backed by a fine-tuned ad strategy and a new web presence that showcased their products and explained what set FloTrace apart from its competitors.
The Results
In its first two quarters, FloTrace generated total sales of $69,345. By the end of year one, sales had grown to $436,712.19 across 227 orders. Since then, FloTrace has continued to see year-over-year sales increases of at least 30%, with total sales to date topping $2.9 million.
