Case 2
Online retailer finds success in attracting new customers online
Profile:A British online retailer, established since 2001, has ambitious growth targets and wants to generate more online sales. The retailer sells office equipment and the product category is not differentiated from other larger players.
Issue: The company’s website didn’t reflect of the nature of its business, or give it a strong enough online presence either. Lead generation programmes were not aligned with the marketing efforts.
Project: Pro-more identified a prominent search engine to deploy a Cost-per-Click or CPC programme for this online retailer. After intensive research, Pro-more identified keywords most likely to be used in online searches.
Exclusive landing pages to track and route the visitors were deployed.
Success:
- Traffic to the website increased by 200% in two weeks. The carefully managed CPC programme provided four pounds worth of new business for each pound spent on the programme.
- The search engine ratings improved by 20% in the first two months.
- Using online mechanisms to track and audit the click trails on the site, the content was re-organised. This has led to a higher sales conversion per visitor. Initial feedback suggests that the conversion per visitor has gone up by at least 30%.
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