Understand: You. Your Market. Your Competition. Your Goals.

Situation

BestBuyP.C.S. - 5-Star Home Theater Super StoreA mid-range home theater e-commerce website faced declining gross margins, stagnant conversion rates and almost 100% reliance on paid advertising for sales.  The company had no internal capability for analytics, organic optimization, e-mail marketing or public relations.

Program

  • New design/layout for site without replacing cart software
  • Intensive focus on SEO:
    • Hand-optimized pages for focus (profitable) products
    • Automated SEO tagging based on catalog descriptors
  • Code refactoring of existing cart software
  • Intensive outbound campaigning
    • Forum posting/Social Media
    • PR:  press release/contest/articles
    • E-Mail
  • Complete configuration of Google Analytics
  • PPC Ad Management/CSE Management
  • Developed proprietary software solution for attribute/conversion matching of off-line (phone) sales driven by on-line campaigns.

Results

  • Monthly revenues improved 30 percent
    • Gross margins improved 115 bps.
    • Revenues from organic traffic comprise >30% of total revenues
  • Conversion rate improved 25%.
  • Google PageRank 2 to PageRank4 within seven months.