The Three Legs of a Campaign

An Immature Ecommerce Site Needs Help

Case Study One

The following is taken from client correspondence. This case study involves a 1.5-year-old ecommerce site that’s getting very poor traffic, and no sales conversions. The site supplements a brick-n-mortar home and beauty products store.

These are the Three Legs of a web site campaign, although two or even one can make your site successful. Note this campaign does not include Product Search Marketing efforts, which in this case is out-of-reach given the owner’s budget.

Leg One: Site

  • Home page makeover (image rotator, edit and move text up above the “fold”)
  • Remove About, Contact links from top, leave them at pages’ bottom
  • “News” becomes “Blog” — much friendlier sounding
  • Clean up Blog (News) — literally clean up the messy Word-pasted formatting markup
  • Add Google Analytics Goals to the site

Part of what we’re doing here is taking off extraneous fluff that may divert a sale to a browse-and-leave experience. This particular site had some distracting navigation and unnecessary nav elements up at the top. The result of this leg is better SEO and a better UI, one that funnels users to the cart.

Leg Two: AdWords (or any traffic buy)

  • create a new campaign capped at $xxx/day
  • leave everything else paused [client has existing paused campaigns]
  • lower cost per click, if the market supports it
  • no content network ads, just Google search (better)
  • add more ad variations
  • add conversion tracking code to the cart to track back where the conversion came from

Leg Three: Real World

  • Hit beauty blogs and forums about [beauty product brand] and/or ANY product that sets you apart (get inbound links)
  • Offer to write blog(s) on other site about [beauty product brand] and/or ANY product that sets you apart (get inbound links)
  • Blog on your site about [beauty product brand] and/or ANY product that sets you apart
  • Sponsor events in your area; trade for products or services (barter — it’s cheaper!)
  • Email friends to remind them about your site (“Xmas is coming”)

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One Response to “The Three Legs of a Campaign”

  1. How Can I Get More Website Traffic? | Denver Web Design, SEO and Web Marketing Says:
    March 12th, 2009 at 5:16 am

    […] Traffic levels are all about content. People ask me about SEO… should they do some SEO basics to their site? Well yea! Do the basics of SEO and promote your site. […]

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