Speakman cleans up with an 8% increase in conversions

Founded in 1869, Speakman is a manufacturer of premium shower and bath products. They are based in Wilmington, Delaware, and aim to deliver one-of-a-kind shower heads, shower systems, and faucets.

Goals

  • Provide shoppers with enhanced content beyond their own webpage.

Approach

  • Worked with Salsify to submit authoritative product information into Manufacturer Center.

Results

  • Boosted conversion rate by 8%.

Speakman works with numerous retailers to promote their products across the web, through online advertising solutions like Google Shopping Ads. However, running Shopping ads through their various retailers posed a unique challenge. “We didn’t have a way of leveraging our enhanced product content -- videos, high resolution images, and longer descriptions -- to engage with consumers beyond our webpage” said Allison Bromwell, Digital Marketing Manager at Speakman. To do this, they turned to Google Manufacturer Center, a free tool to help brand manufacturers accurately represent their products to shoppers on Google.com and other Google services.

The Speakman team worked with Salsify, a Product Information Management partner, to send their rich product information to Manufacturer Center for use in Shopping ads. With the addition of richer and more complete data, including multiple product images and even videos of their products in action, Google was able to increase relevancy for users searching for Speakman products like their Speakman Reaction and Icon shower heads. After updating product data, Speakman saw an 8% uplift in conversions originating from Google, compared to benchmark products that were not updated.

“Manufacturer Center helped us surface our YouTube videos to consumers, right when they’re looking for information about our products”
- Allison Bromwell, Digital Marketing Manager

Speakman is looking forward to working closely with Google and the Manufacturer Center product to define additional features that will help them succeed online. “As we expand our product offerings, we’re eager to use Manufacturer Center to find new ways to connect with customers as they shop” said Bromwell.