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Clients: Case Studies
Case Study: InFocusOverview InFocus is the worldwide leader in digital projection technology and solutions. After overcoming some channel conflict issues, InFocus was finally ready to bring online traffic directly to the InFocus store. Beyond fundamental search engine optimization and PPC strategies, Anvil implemented and optimized shopping engine feeds. Objective The first objective was to improve shopping engine rankings by implementing a shopping engine survey code and meeting all requirements to become customer certified. The second objective was to make strategic changes within the shopping engine campaign to generate optimal customer feedback. Challenge Along with the usual challenges of producing solid returns through campaign optimization, the survey codes from the shopping engines did not differentiate between sales from one engine to another. In addition, total fulfillment surveys and minimum customer attribute scores left little room for error. Strategy Implementing several different surveys at once would likely lead to customer confusion. To avoid this, Anvil identified one shopping engine that would produce the desired results: BizRate. Anvil configured the surveys to maximize customer response rates. The resulting customer feedback provided further insight into optimization efforts. Results Upon implementation of the BizRate survey, InFocus' products began to climb within the shopping engine listings. Since the implementation of the survey code in mid-January, BizRate's clicks have increased by 57.25%. The total conversions across all engines have increased by 192%. Better yet, the total value of sales has increased by an astonishing 1,054%. The survey results have consistently revealed positive customer feedback as the fulfillment and point of sale figures have continued to grow. The average customer attribute score has yet to fall below 8 out of 10. URLs http://www.infocus.com |
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