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Merchants Metals

A premium brand with 39 service center locations and 5 manufacturing facilities.

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The story

MM has been the provider of choice for thousands of professional fence contractors, architects and quality building material retailers for over 60 years. In fact, they provide the industry’s largest selection of premium-quality fence product solutions, including industrial, commercial, high-security and residential applications. Their national locations encompass 39 Service Center Locations and 5 Manufacturing Facilities.

Besides their comprehensive product offerings and national presence, MM has a well-established reputation for providing exceptional customer support from initial product selection through delivery.

The challenge

MM has been the provider of choice for thousands of professional fence contractors, architects and quality building material retailers for over 60 years. In fact, they provide the industry’s largest selection of premium-quality fence product solutions, including industrial, commercial, high-security and residential applications. Their national locations encompass 39 Service Center Locations and 5 Manufacturing Facilities.

Our Solution

One of our most ambitious projects to date, OWDT worked closely with MM management to create a sharper, much-improved brand identity. After determining the site’s architecture and navigation, our visual design team developed a sophisticated industrial-style design with seamless, intuitive interfaces. Navigation was enhanced by a reduced set of logical filters, allowing users to more easily find the right product to match their precise needs.

79.79% Increase

in time spent on the website

41.68% Increase

in the number of pages viewed

11% Increase 

in first 10 second mark interaction

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Highlighting the company’s prominence

We began with a strong measurement plan based on stakeholder goals revealed in our discovery process. High on our agenda was restructuring the site with three portals to allow easy access for their three primary audiences: professional fence contractors, architects and building material retailers. Finally, along with sophisticated design elements with much-improved navigation, we provided crisp new written content to highlight the company’s prominence and facilitate its expansion into new market segments.

An OWDT product

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Mobile User
Key Stat.

52.65% Increase

in acquisition sessions

27.17% Increase 

in new mobile users

78.86% Increase 

in session duration

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