About the client
Česká zbrojovka operates in the field of precision engineering, specialising in firearms for the armed forces and police, as well as for sporting and hunting purposes, products, parts and assemblies for the aerospace and automotive industries, and specialised tools for engineering production.
The company is one of the world’s largest manufacturers of small arms (pistols, rifles, small-calibre rifles, shotguns and air guns), which it sells to around a hundred countries worldwide. Since 2017, it has been part of the Česká zbrojovka Group.
Project description
We had already caught the client’s attention during the tender process with our proposed approach. We were not content with the brief itself and the data and objectives set out therein. We advocated the approach on which our successful projects are based – starting with a thorough initial study and defining the next steps only based on its results.
We proposed a survey of real customers at the company’s retail outlet in Prague and planned to gather precise data across all departments of Česká zbrojovka.
The client was impressed by the thoroughness of our preparatory work and subsequently by the graphic design samples submitted in the tender.
Both factors were decisive in us winning the contract.
Our solution
We implemented the project in three steps:
- Initial study
- Setting objectives
- Implementation
Initial study
The initial study lasted four months. As outlined in our tender proposal, we based the project on an in-depth initial study. This involved:
- collecting data from the client in Uherský Brod and Prague
- keyword analysis
- analysis of the current website – where users get lost and where they navigate easily
- analysis using the Hotjar tool – how people navigate the website, how they scroll on both desktop and mobile
- in-depth interviews in a high street shop
- competitor analysis, specifically of four websites belonging to global firearms manufacturers.
The keyword analysis was accompanied by an expert analysis taking into account the specific nature of the industry, which entails significant restrictions on what may and may not be communicated or promoted online in relation to firearms.
In-depth interviews were conducted at the company’s shop on Opletalova Street in Prague. We investigated why specific customers are involved in the industry, how they decide to purchase a new firearm, and what they expect from the manufacturer’s website. We took all the data obtained into account when subsequently designing the structure of the new website.
Setting objectives
The initial study identified four measurable project objectives:
- Increasing website traffic (the key country is the USA)
- Redirecting users to the e-shop and subsequently to the configurator
- Directing website visitors to the dealer locator
- Increasing website loading speed
All objectives are being gradually achieved following the launch of the website – see the figures below.
Project implementation
The project took 6 months to complete.
Prior to implementation, we designed the website structure based on an initial study. Its development was relatively time-consuming. There are several ways to categorise products in this specific segment, and the chosen approach significantly influences conversion rates.
Our analysis of the competition revealed that weapons are categorised on websites either by intended use (e.g. sport shooter, hunter…) or by product type (e.g. handguns, firearms, submachine guns…).
We managed to incorporate both approaches to user thinking into the final structure, with an emphasis on categorisation by intended use.
This resulted in four key categories:
- armed forces
- sport & hobby
- hunting & outdoor
- personal protection
During the implementation phase, we processed the content provided by the client (photos, text, videos) and set about designing the graphics and coding the website.
Technical aspects of the solution
From a technical perspective, we incorporated three key tasks into the project:
- Developing the backend logic for the website. Specifically, linking the selected weapon type to the internal CMS and automatically integrating this information with other business processes.
- Development of a “dealer locator” – an application that uses a map or postcode to identify the nearest locations where a user can physically purchase a weapon.
- Launching a discussion forum on the website – a space where customers can upload photos, rate products by series, etc. Given the controversial nature of the industry, customers do not have the opportunity to engage in such discussions in the public sphere, which is why they greatly appreciate it on the website.
Specific measurable results
Thanks to SEO, a good choice of technologies and a well-thought-out website structure, we have achieved our set goals.
1. Increase in website traffic (the key country is the USA)
Thanks to the new website’s design, traffic increased by 18.35% in the key country, the USA, and by more than 25% in other countries.
- USA: 18.35% (key country)
- Poland: 27.05%
- France: 18.33%
2. Redirecting users to the e-shop and subsequently to the configurator
A total of 3.2% of website visitors clicked through to the configurator between July 2020 and July 2021.
3. Directing website visitors to the dealer locator
A total of 11% of website visitors used the dealer locator between July 2020 and July 2021.
4. Improving website loading speed
The website loading speed decreased from the original 5.19 seconds to 4.73 seconds, i.e. by almost 9%.
Website development …
We continue to maintain the launched website and provide the client with premium marketing data. We have created an automated SLA in which we have linked all data:
- from our JIRA ticketing system
- from Google Analytics
- on website speed
- on current search volume for brand terms
The entire process runs via Google Data Studio. The client can clearly see, at a glance, how the website is performing in terms of speed, search visibility, traffic, etc.
We regularly analyse this data and are constantly working to improve it.
Project highlights
Two further factors contribute to the project’s high-quality outcome:
- In terms of content, we support the brand with special articles and videos about the Česká zbrojovka Shooting Team. This is an engaging topic that gun enthusiasts follow, thereby forming a positive association with the brand.
- We have incorporated the world’s first internationally successful gun configurator into the website – a project that preceded the creation of this website and for which we won first place in the Digital Transformation category at WebTop100 2020.
How Česká zbrojovka rates its collaboration with AITOM on the configurator: https://www.youtube.com/watch?v=pzmrj35GFkY
Client statement
“What I appreciate about working with AITOM is that, from the very start, they approached the project with the mindset that it was being done for our customers. For instance, during the project preparation (initial study), they spent two days at our company shop in Prague interviewing our customers to understand what factors influence their choice of weapon, what matters to them, what information they would expect to find on the website, and so on. This was one of the key inputs into the design of the entire solution. I rate the actual implementation of the project very highly, because we constantly focused on our customers (the people for whom we are building the website) and, thanks to the clear structure of the website and the subsequent design, the site is achieving excellent results compared to the previous one. Thanks to the bespoke modules, we have improved navigation within our extensive product portfolio.”
Jiří Sedlačík,
Marketing Specialist
Česká zbrojovka a.s