Case Study: Online Store Sales Success
Overview of Our Client's Strategy
Our client had an online store. They were spending $15,000 each month on pay per click advertising. This resulted in about $225,000 per month in sales. They didn't know which clicks were leading to sales because they didn't track the clicks. There rankings in the natural listings was minimal because they hadn't done keyword research on what visitors were using to try to find a site like theres. They weren't able to quantify results because their web statistics program only showed very general traffic information. They were also doing a an irregular email newsletter even though they had more than 32,000 emails in their database.
Analysis of the Situation
In the natural listings we suspected they were being penalized by the search engines for duplicate content. The search engines frown on this because they feel this is trying to fool them. Google will often give a site like this something called "Supplemental Results", which means that the search engines know the page exists but doesn't have any content in their database. We also suspected their email newsletter was being blocked by many spam blockers because the names of the products they sold were often on used in spam emails.
Implementation of a Solution
For the pay per click advertising we started tracking the clicks down to the individual terms and the actual results that came from them. We were able to delete terms that were not getting enough sales and increase the bids on ones that brought sales. For the natural listings we did keyword research and focused on the main keywords on the content for the home page and in the META tags. We also found that visitors search on product names rather than manufacturers, so in the Title tag for the page we switched and put the product name before the manufacturer. With the newsletter, we used a good mix of graphics and content to appease the spam blockers, as well as put the product names in graphics so they wouldn't be blocked. In order to analyze of the site's traffic, we implemented a powerful web statistics program.
Results of Our Work
Through our tactics, our client was able to move up to #4 on Google for their main search term, which got a lot of traffic. With pay per click, they went from $.62 per click to $.43. They decrease their budget to $10,000 per month, yet was able to increase their traffice by 33 percent. Through our optimization of their pay per click, their cost per conversion to sale decreased by at least 45 percent. The deliverability of their newsletter increased as well. Within an year, their sales increased to over $600,000 per month.
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