Farm Machinery

Farm Machinery is a nationwide magazine advertising farming equipment for sale. Farm Machinery’s new website now generates revenue from users paying to sell their items.

  • Advanced website

The challenge

Farm Machinery have a successful free, nationwide magazine which advertises suppliers and sellers of agricultural equipment. They had an existing website, but their online presence was outdated. The old website was difficult to use, had several security issues and was no longer fit for purpose.

Farm Machinery approached our web design team in Kent to redesign their website, and build them a new aggregate listings website.

“You act very professionally which is rare in the web design sector.”

Clive Rabson Director, Evegate Publishing
Website strategy

Creating revenue streams

We worked closely with Farm Machinery to understand their different audiences and what their wants and needs are when using the website. As part of the website strategy session, we identified the potential for creating recurring revenue streams via the website.

Farm Machinery lists items from both large dealers, and also private sellers. We built online featured advertising spots on the homepage and other key pages for dealers to buy as part of their advertising package.

We also built in different pricing options for the private sellers, allowing them to choose between a free listing, a paid listing and an instant listing – each with added benefits.

1,300 online listings in 6 months

Custom API development

Increasing exposure

Farm Machinery work with some of the countries largest dealers of agricultural vehicles and equipment. With hundreds of listings of their own, the dealers previously didn’t advertise individual items on the old Farm Machinery website due to the administration time in listing, updating and removing stock.

We built an API to pull the data from the dealers’ internal stock systems directly onto the Farm Machinery website. The dealers now have enhanced exposure of their listings to almost 3,000 people per month, and users are more engaged on the website with more listings to view.

User engagement (time on site) increased by over 71% YOY

Improved user experience

Reducing manual admin

Farm Machinery’s old website required a lot of manual admin for the design team to take the listings off the website for publication in the monthly magazine. By building in a bulk export feature, the design team can now export the data for all listings within a given time frame in just a few clicks.

The old website was also not as user friendly for sellers to submit their listings, which meant lots of sellers still submitted their items via post through the form in the magazine. Since the new website has been live, Farm Machinery have noticed a drop in postal listings and the bounce rate of the site improved.

Improving bounce rate by over 20% YOY in first 3 months