Challenge
BeachDwelling.com, a new online retailer of the web's most
exciting home furnishings and accessories for beach homes
or beach-inspired rooms needed to drive qualified traffic
to their website.
Solution
Beach List Direct set up Google Analytics for tracking and
managing their pay-per-click search engine marketing program.
Then, we produced thousands of keyword phrases in our initial
keyword discovery phase, and narrowed that to hundreds of
terms in 8 categories (Ad Groups). Text-based ads for each
term in each category were crafted in such a way as to attract
the most qualified buyers of BeachDwelling's high-end merchandise,
and A/B tests (two varying versions) were produced and tested
for response rates. Management of the program includes analyzing
actionable data to make informed decisions on how much to
spend on each term, removing or altering poor performers
and upping ad spends on top performers to garner higher
spots on search engine results pages.
Results
Since program inception, BeachDwelling.com has seen a steady
rise each month in qualified, purchasing traffic at their
website. After an initial setup/discovery period of just
a couple of months, page impressions have jumped from 55M
to over 250M, clicks have risen from 4500 to over 17M, transactions
have doubled, revenue tripled and ROI is consistently rising!
Follow-up
Armed with fresh knowledge about this client's target market
and existing customers, Beach List Direct produced an initial
Direct Mail campaign for BeachDwelling; a beautifully designed
and produced mailer series. Since the company is still in
it's first year, the mailers were designed to be part "Branding"
by introducing the BeachDwelling brand and associating it
with gorgeous imagery of it's products in real-world settings,
and part "Catalog" by representing a select product
grouping with descriptions and pricing. The offer was simple,
"Get 15% off your first purchase at BeachDwelling.com".
With average orders around $1000, that can represent a significant
savings, encourage repeat purchases and helps build their
house file.
Beach List Direct provided the targeted mailing lists identifying
top prospects based on demographics, and managed all print
production and mailing services.
BeachDwelling.com Direct Mail Design
and Print Production from Beach List Direct
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BeachDwelling.com>>
