The Business Exchange Swindon & Wiltshire Edition 21: Oct/Nov 2015 | Page 21

IN PROFILE
How did the toinfinity
journey begin?
I started my career at a young age, I didn’t go to
university, I entered the world of work straight after my
A Levels. My first e-commerce role was taking the lead
in creation, implementation and the running of a brand
new e-commerce site for Cotswold Outdoor, driving sales,
online marketing and revenue growth. This was a new
sales channel for the company, which grew rapidly and
took them into a new era of digital marketing.
I was excited by the power and tangibility of digital
marketing and went on to work with several other leading
brands before deciding to set up toinfinity.
I saw the need for a specialist digital marketing agency
that focused on strategy and deployment, that worked
as an extension of the client’s business achieving the best
results and that’s what toinfinity does.

Al Keck
Founder and managing director
of toinfinity
toinfinity is one of the leading
e-commerce digital agencies in the
south west, based on the Callow
Hill Business Park in Brinkworth near
Royal Wootton Bassett.
The company celebrated ten years
in business this April and 2015 has
been a year of exceptional success,
with a growing team, a new office to
accommodate the firm’s expansion
and acclaim from The Drum – the
marketing industry body that
recognises best marketing practice.
In The Drum Independent Census,
toinfinity ranked as a one of the Top
10 Elite Agencies in the UK.
We interviewed Al to find out more
about the business, its growth story
and how they help clients achieve
online success.

Who are the typical companies
toinfinity helps?
People often come to us when they have started to retail
online and have ambitions to be a multi-million pound web
business.

How do you begin the
client journey?
We initially analyse their current business using our
bespoke four-way model that looks at a variety of core
elements such as online traffic, conversion, average order
value, etc to create a baseline and identify potential
opportunities.
We use this data-driven insight to define the strategy
that will work on and enhance visibility in search engines
and proving conversion rate and customer retention.
Intrinsically your website is your sales person and we treat
it the same, with set KPIs and performance management.
We focus on a three-year strategy with our clients that
outline clear targets and milestones, unlocking a wealth of
opportunities that will highlight growth and overall return
on investment.

What’s the next stage in
the process?
Analysis and strategy. We really get under the skin of a
business looking at seasonality and patterns of buying
behaviour, finding achievable ways of tackling their growth
aspirations.
We plan SEO and PPC activity around each target
growth area. All of this is done without emotion using
data-driven insight letting mathematics do the work.
The four-way model allows flexibility so we are not
pinned to a single strategy.

How do you ensure best practice?
We are Bing, Google and IDM certified and we’re a Google
Beta Partner. This allows us to provide our clients with
exclusive benefits, such as Beta testing programs and early
access to new and emerging Google functionality. I’m
proud to say we are one of a selective few partners in the
country with direct access to Google business consultants
too. We also invest continually in our staff to ensure they
are at the forefront of th