“Web sales are up 40% for the year, and conversions on new customer traffic are 5% to 10%”
- Situation: Our client is a national manufacturer of top quality “moisture wicking “performance underwear” for sports, outdoor, and the military. Getting more customers was most important because their products are excellent, and buyers keep coming back.
- Challenge: Our client had re-strategized to sell direct on the internet rather than depending on major retailers for sales. However, Pay-Per-Click marketing was providing net loss on sales, and affiliate marketing produced few new customers. In addition, they were selling into seasonal markets, and were being price squeezed as a commodity product.
- Online Marketing Solution: The client needed an ecommerce marketing strategy that increased online sales, and also solved their seasonal sales and ‘me too’ pricing problem. e-MI’s SALES Engine Optimization process generated a Demand Landscape for our client that identified market demand by product and customer need, with Sweet Spots that targeted the best prospects to pull in. Then we rebuilt and optimized their website to proactively find and pull in new prospects by their lifestyle interests and occupations as well as by product searches. Our Demand Landscape also identified unique non-seasonal markets for moisture-wicking apparel, such as “Hot Flashes & Night Sweats”, “Occupations” and “Running T Shirts”
- Results: Within 30 days following relaunch, we had 9 buyer-focused microsites with Landing Pages each delivering a consistent stream of new customers and initial trial sales. Immediate web sales were up 55%, and up 40% for all of the year. Sales conversions are running at 5% to 10% of new customer traffic in each of the microsites, because they are getting more qualified customers who find exactly what they want.
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