Increasing Sales For Online Furniture
E-tailer
September 2006 - Reciprocal Consulting initiates a marketing campaign for an outdoor furniture retailer.
Selling furniture online is not an easy task. High shipping costs usually lower the potential savings from an online transaction. In addition, our customer had a brand new website so natural traffic was practically non-existent.
We started the campaign with Google AdWords and then slowly expanded the campaign into more online advertising channels. We tracked results very closely and after a few days of testing the market, the sales started pouring in. Outdoor Teak Furniture is a huge market with many available styles, sizes and types. To battle the high conversion costs, we began refining the campaign using the standard PPC tools and statistical data. Every sale was tracked and assigned a referring source. Based on that information, we eliminated non-performing terms and ultimately cut the cost of advertising by over 35%. We also tested ad positioning on the page to find the best spot for our client. We found this prime position was different for each search engine. In the end, our customer was able to increase his online spend steadily and sell his entire stock by the end of the season.
Based on our success with Pay Per Click, we took over the natural SEO managed by another online marketing firm. We made recommendations to the site design and structure for best results and created a very targeted program to have the site ranked well for specific high performing keywords that we knew had high conversion rates in Pay Per Click. Within the first month we started noticing results in some of the major search engines.
With the amount of marketing put into the site, the customer is well positioned for his next season. We know it will be his best.
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