Category Success Stories
An eBrand Interactive project which dramatically increased a clients site conversion rate!
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
In an earlier article I discussed the importance of website optimization. When I first got into online marketing back in 2000, it was a gold rush for everybody. We’d get calls from advertisers requesting more “eye balls”. Remember those days anybody? Tracking was rudimentary. As the years passed web and site analytics have become more sophisticated and, as a result, more capable of delivering data about the IAO (interests, attitudes and opinions) of end user. However, even through 2007, many never questioned why 95 to 99% of their traffic wasn’t converting; even with all of that gathered intelligence. Instead most were focused on optimization of ad copy or other aspects of the media campaigns they had running across the internet universe.
Neiman-Marcus was the first company I met, years ago, that was using their data to improve the company’s e-commerce site and, subsequently, the shopping experience the site delivered.
In these tough economic times we’re steadfast in our belief that in these tough times optimizing your website for the purpose of increasing conversion rates is the best (and least expensive) investment a company can make. One of our clients, a nationwide brand, wanted to invest in display advertising on MSN as a means to drive revenue increases. Instead we pointed out that the site is already getting a tremendous volume of targeted, motivated traffic from the right audience but 98% of it wasn’t converting.
We suggested that it would be prudent to hire the eBrand Media Group to research and analyze the site. We delivered an extensive, deeply probing analysis of the site along with dozens of site improvement suggestions. We received this e-mail after only several of the suggestions were implemented:
Posted by Tom Polanski in Success Stories, Website Optimization, eBrand Interactive on October 4th, 2008
Tom Polanski discusses most recent eBrand Interactive client success story
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
I’ve been asked over the years why eBrand Media doesn’t issue press releases regarding our success stories and our new client acquisitions. In addition, more than one has wondered why we don’t attend any the industry shows. The long and short of it is that we’ve always put all of our money into our people and into optimizing our systems so that we can actualize the most positive of results while offering industry-leading customer support. Those who are interested can go to eBrand Interactive to see a sample list of our clients which includes several leading, nation wide, brands.
However, let me make this observation regarding industry conventions including Ad-Tech, Shop.org and SES: I find it ironic that digital marketing companies still use booths, brochures and business cards to promote their companies. As a person who has attended numerous conventions I find them to be highly inefficient. I seldom remember who said what by the end. It is a great excuse for getting drunk with your marketing peers calling it business development.
That said, the purpose of this article is to discuss our most recent client success story so lets get started.
Posted by Tom Polanski in Marketing, Success Stories, Tom Polanski, eBrand Interactive on September 8th, 2008