InFocus SEM Holiday Case Study

Overview
InFocus is the worldwide leader in digital projection technology and solutions. Although projectors have been available on the site for many years, deep analytics and conversion tracking have been only recently implemented. Anvil helped guide implementation and utilized the data to direct search engine marketing efforts to drastically increase year-to-year holiday sales.

Objective
The primary objective was to increase online projector sales during the holiday season (primarily December).

Challenge
As the consumer and business demand for electronics increases, so does the competition. InFocus not only competes with other manufacturers for online sales, but their own retail channel. In addition, a significant percentage of online sales are transacted on channel Web sites via referring links, which cannot be tracked.

Strategy
Since Anvil took over management of pay-per-click (PPC) and search engine optimization (SEO) for InFocus in 2002, the company has invested in a balanced diet of paid listings on Google & Yahoo as well as shopping engine feeds. For the 2005 holiday season, Anvil fine-tuned PPC efforts by incorporating compelling offers (free shipping, rebates, etc.) and highly targeted landing pages. In addition, Anvil restructured the shopping feeds to map to shopping engine categories instead of corporate categories.

Results
Comparing year-to-year results from December 2004 to December 2005, Anvil was able to achieve a 660 percent increase in total sales with only a 90 percent increase in spend. During the same period, cost-per-conversions decreased by 75%. The performance significantly outpaced all other months and set a new sales record.

URL
InFocus Projectors