MorePro Case Studies
Craftmatic Adjustable Beds
The Craftmatic Adjustable Bed Company (Craftmatic Organization, Inc.) began its affiliation with MorePro Marketing in January 2001. At that time Craftmatic was looking to increase their online audience through Search Engine Optimization (SEO). By the second quarter in 2001, with top ten rankings for multiple terms, the number of unique visitors from the SEO campaign had increased by 37% (over the preceding 6 months) and 49% (over the prior 12 months). Craftmatic entered into a second agreement with MorePro in 2002 to redesign their US and UK corporate sites as well as institute a Pay-Per-Click (PPC) marketing plan. The main goal of the second campaign was to increase their request for information conversion rates. After implementation of the new website in late April 2002, the visitor conversion rate increased by over 100%.
- In 2003 Craftmatic and MorePro introduced an online sweepstakes to further increase conversion.
- In 2004 MorePro implemented a database management system that handles the incoming leads from multiple online sources.
- In 2005 MorePro published the new Craftmatic website
Presently Craftmatic and MorePro are working on new projects for 2006 to continue to increase traffic and improve conversion rates.
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Contract Edge
ContractEdge came to us in January 2005, looking to increase traffic and conversions on their site both through organic listings and pay per click (PPC) advertising. During January and February www.contractedge.com averaged 16,373 visitors to the site. From March through September 2005, they have averaged over 28,780 visitors per month, a 175% increase in traffic to the site!
At the beginning of our relationship with ContractEdge, their PPC spending was far outpacing their revenue. Their Google Adwords campaign and Yahoo Search Marketing campaigns were not very profitable and in-fact, resulted in over spending for the amount of revenue generated. Based on existing data, the problem is black/white – the campaigns were not generating enough revenue and the current settings/budgets for the PPC campaigns were not working.
Changes were made to both campaigns, with significant increases in click through rates (CTR) on both fronts.
- To state it simply, our goal with the Adwords campaign was to group terms by category or subject, write ads targeted to that theme, and lead the visitor to the most relevant landing page on the Contract Edge website. Based on our experience and best-practices in the industry, this was a model we believed would provide maximum click-thru-rates (CTR) and ROI.
- Our changes in Google did result in a higher CTR, nearly a 500% increase by eliminating the content network option from the campaign and creating grouped themes. CTR on the Google PPC campaign during June 2005 was 3.1%, compared with 0.5% on the campaigns that included the content network. In addition to the non-content network results, we also improved the existing Adwords group from 0.5% to 0.9% CTR.
- Our goal with the Yahoo Search Marketing (formerly Overture) campaign was to write ads targeted to each keyword/subject and lead the visitor to the most relevant landing page on the Contract Edge website. Based on our experience and best-practices in the industry, this was a model we believed would provide maximum click-thru-rates (CTR) and ROI.
- For every $1 spent in May, ContractEdge generated $3.07 in sales, For every $1 spent in June, ContractEdge generated $4.93 in sales. a 189% increase in ROI.
The next facet of our marketing campaign for ContractEdge involved their positioning in the organic search engine listings. Our Search Engine Optimization (SEO) on their site started with a baseline report showing that they had 50 keywords/phrases showing in the 7 major search engines, with 19 first place rankings, 70 top 5, 108 top 10, 156 top 20 and 170 top 30 rankings. (Top 30 rankings are generally accepted to show in the first 3 pages of organic search.)
During the last six months, we have increased the rankings for those terms as well as adding 130 additional keywords/phrases. As of our last report, run at the end of September 2005, ContractEdge is showing 21 first place rankings, 104 top 5, 196 top 10, 274 top 20 and 314 top 30 results in those same 7 search engines.
ContractEdge has been very pleased with our services, telling us that August 2005 was their best month of sales ever! While we are very excited for the success of our client, MorePro Marketing is continuing to offer new options for reaching out to new and existing customers. ContractEdge just ran their first newsletter campaign featuring their latest product offering to past customers to upgrade at a discount. This campaign, while still in its initial stages has shown a positive return, with the added benefit of auditing their current customer database, purging email addresses that no longer are active.
ContractEdge is an entrepreneurial company that operates under the umbrella of TechInsurance, a full service General Liability, Professional Liability, and Errors and Omissions Insurance provider. The owners of TechInsurance have been so impressed with our marketing efforts for ContractEdge, that they have turned over the online marketing for their two other companies to MorePro.
This relationship is a perfect example of client and marketing company operating together to achieve clear, set goals. ContractEdge and MorePro Marketing, looking towards much continued success!
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