The business challenge...

Prior to appointing Servon Design, Pocoropa had carried out search marketing activity in house. This was predominantly paid search on Google Adwords. And although the campaign bought in visitors, it was recognised that the ROI (Return on Investment) being achieved was not worth the spend going into the campaigns.

Pocoropa needed to attract quality visits using keywords and phrases that more accurately reflected its business offering.

The business objectives...

Pocoropa needed to improve conversion rates from visits to sales, across its range of products. That required an in-depth understanding of who was visiting the site, what they were buying and why people were leaving.

Servon Design had a thorough understanding of the business and during initial discussions were able to demonstrate how search marketing could be used to improve visits and ultimately new business.

Planning the Campaigns and Agreeing the Solution...

Servon Design recommended implementing web analytics across its site to improve information management. Servon Design then carried out a full site review, including measuring the effectiveness of the existing paid search campaign. The results revealed conversion problems and a lack of traffic from crawling search engines. However, this did enable the team to set out clear objectives, looking at what they needed to focus on in the short to medium term.

Servon Design recommended that Pocoropa continue with an Adwords campaign but expertly optimised and managed while also setting about improving organic search engine marketing.

Using Google Analytics, Servon Design set up a conversion goal to measure the number of transactions occurring.

The results...

The Pocoropa campaign by Servon Design has been an incredible success. The implementation of Google Web Analytics for Pocoropa has enabled all aspects of the organic and paid search campaigns to be measured. Visits to the Pocoropa web site increased from 5,378 per month to 6,635 per month through organic and paid search, a 23% increase in traffic to the site. Web site sales have increased 76% in a two month period.

 

"August has been the highest internet sales month we have ever had,

considering it is normally one of our quietest. And though our spend on Google adwords has not increased our conversion rate has nearly doubled." - Alison Nye, Pocoropa.
 

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servondesign - is a leading Internet marketing agency specialising in web search marketing services for demanding clients. We focus on boosting their web presence and building online business. We also work with digital agencies, using our expertise to extend their services so as to achieve the same for their clients.