Motaclan

Platform selection, development and Merlin ERP integration strategy.

As Motaclan provides a huge range of automotive parts, we worked with them to create a user-friendly part finder that first filters by the marque, then by associated model. To make this even easier for site visitors, the marques are organised top-down by popularity, based on the Pareto Principle where around 80% of visitors look for popular marques listed at the top. This ensured site users went straight to the applicable model’s homepage.

We helped integrate Motaclan’s website with an advanced search solution from Doofinder, This search field matches queries based on synonyms and suggested word associations, helping customers find what they need. Customers can also navigate by model marque, brand and more across a large catalogue of automotive parts.

We acted as an integration consultant to help create the optimum user journey on the site. We therefore evaluated and optimised a full catalogue synchronisation from Aptean’s Merlin Business Software to the parts shop, including product attributes and categorisation management. Customers can now browse stock with up to date information from Motaclan’s shop.

We identified issues inherent to the full sync integration and removed them to improve the website’s Search Engine Ranking Page scores (SERPs) and Google page indexing. We also created Pay Per Click (PPC) advertising with tight, focused ad groups on the model and marque parts, as well as part type searches to deliver the best ROI.

Using Klaviyo, we created email marketing for abandoned carts, welcome series automation, by marque interest data capture and segmentation. Customers can sign up to this marketing on Motaclan’s website via a pop-up.