Web 180 Case Studies

Internet Strategy

Client: Flitz - Premium Automotive Polish

• Online sales were not meeting expectations

• eCommerce site completely managed within the shopping cart's content management system.
• Custom development would be expensive
• Someone else had setup and devised all of the elements including the flow and navigation
• The flow and navigation of the web site was in need of overhauling

• Simplified flow of web site making it easier for people to find products and make a purchase
• Brought the site's navigation out of accordion style configuration.
• Created promotional area on the front page of the site designed to push traffic more directly to the shopping areas

• Increased online sales by 20%

Email Marketing

Client: Chicago based marketing firm for a national battery company

• The battery company had collected email addresses from a variety of events. None of the email addresses were collected electronically.
• The email recipients could not "opt in" at the time of collection.
• The battery company serves many industries.

• How could we gently contact the recipients to get their permission to send periodic product updates and promotions without annoying or losing large portions of the list?
• Prior to sending the actual email blast we needed to scrub the existing list (make sure the recipients were willing participants and the addresses were legitimate) without seeming like spam.
• How could we further segment the list more effectively target customers?
• Without access to the battery company's web site server how could we develop a method for their recipients to opt-in and collect more information about their interests?
• Without access to the battery company's web server, how could we automatically segment the list into even more granular lists?

• Sent a preliminary, simple text email letting people know that at some point they had provided their email address to the battery company. If they were interested they could follow a link to let us know they would like to receive more info from the company. If they were not interested they could follow a link to confirm that they did not wish to receive emails from Optima. This killed 2 birds with 1 stone. We verified the email addresses were legitimate and we got interested recipients to opt in.
• We also developed an application, on our server, to allow email recipients to choose other areas of interest to help segment the list. Upon clicking the link to indicate they were interested in receiving emails they were presented a list of interests. Checking boxes automatically added them to the appropriate segmented lists.
• Sent emails

• We retained 80% of the original list
• Over 50% open rate for the main marketing email blast
• 2/3 of the people who opened the email clicked links within the email
• Less than 1% unsubscribe rate

Search Engine Optimization

Client: Southeast Wisconsin Auto Dealer

• Traffic had reached a plateau.
• Less than 30% of the site's traffic came from organic search results
• Existing layout limited new types of necessary content
• Competitors had improved their sites
• Lead generation and conversion were satisfactory

• Increase traffic for highly competitive keywords
• Poor economic conditions complicated achieving results
• Provide new types of content
• Marketing and sales, in this industry, tend to be counter productive in achieving good search results
• Inventory changes rapidly which makes it difficult to gain search engine traction for available vehicles

• Our contracted clients are entitled to a free redesign every year. We were able to use that to keep their cost down while effectively changing the framework to allow for the new content.
• We developed a simple youTube cataloging system so they could easily add videos to youTube and also display them on their own web site
• We contracted with a company that has manufacturer quality videos for each make and model they carry
• We added reviews to their front page as well as a way for them to capture reviews and display them

• Within 45 days traffic increased by 3 times
• Traffic increases have been retained and held steady at slightly over 2 times
• Organic Search Engine traffic has increased to 50% of all their traffic
• Lead conversion rates held steady and we now have a greater ability to move the needle in this area