SMB Digital Media Approach increases website sales and signup rate 851% for global fashion manufacturer.

Challenge: An Los Angeles-based clothing company globally known for its unique style and celebrity clientele, employs its website as a key strategy in servicing its global client base, but the website itself was not producing the desired customer relationships or revenue impact. Some factors included: declining revenue during 2008-09 recession; most people leave the site without engaging; Poor performance from online marketing.

Solution: The SMB Digital Media approach was implemented its proven marketing optimization solution to:
- Completely map the conversion funnel and identify new engagement opportunities;
- Engineer design and message test to increase sales and signups while decreasing abandonment;
- Align online media, paid search and social media with the new strategy;
- Implement SEO on each page to increase organic traffic.

Implementation: Through the conversion funnel analysis, our approach established that repeat visitors were exponentially more likely to purchase and first-time purchases required a high frequency approach. The clients current approach emphasized high reach and low frequency. Our team recommended implementing a conversion funnel that emphasized first time visitors signing up for remarketing programs that would provide them fashion exclusives and discounts on merchandise. Remarketing was defined as signing up for email, following the client’s Twitter profile or becoming a fan of the client on Facebook and the goal was to use these cost effective remarketing programs as the primary channel to introduce the higher frequency needed to turn one time visitors into repeat visitors and then customers.

With this strategy in place, the team implemented website optimization consisting of offer, design, message and content testing on key website entry points — i.e., high traffic web pages — to maximize sales and signups to the remarketing programs. Through the course of website optimization, our recommended approach was to implement search engine optimization by using proven messaging and content from the testing programs. Finally, the improved conversion flow and messaging were integrated with the paid advertising campaigns to ensure that ROI from paid media was maximized.

Results: The campaign has been a big success!  Declining revenue trends have been reversed and the channel is growing again.

Due to conversion optimization focused on the engagement model and conversion funnel, engagement rate from advertising increased 15x and overall site-wide engagement rate increased 851%.

Due to the improved conversion funnel and website usability, online advertising effectiveness increased allowing spend to grow by 3x which delivered an absolute increase in the size of the remarketing prospect database of 60% in just four months. Revved up remarketing efforts increased the quality and frequency of visitors to the site which contributed to higher visit to sales conversion rates and revenue. As a result, visit to sale conversion rate increased by 124% because visitors were introduced to remarketing programs and encouraged to come back to the site, which ensured that the quality of traffic to the site was continually increasing.

The SMB Digital Media approach is still underway with this client and continues to drive online business improvements in online marketing programs, website and search engine optimization.