Case Studies
B2B

SAVVISDIRECT

Enterprise-level cloud services - A centurylink company

Context

Savvisdirect from CenturyLink provides frictionless cloud hosting, application hosting, backup, storage, and web hosting solutions to the SMB marketplace.

Quandary

A new brand testing its digital limits, savvisdirect enabled their site to accept online and offline transactions via a custom shopping cart function. The intent was to allow customers to easily purchase its products online however following the site launch in late 2012 the savvisdirect online checkout process wasn’t seeing the level of performance and success rates the organization hoped for.

At the time, savvisdirect was working with Parallel Path on an aggressive online marketing push to drive a significant amount of online traffic to its site. The rusty shopping cart mechanism hindered the company’s ability to adequately close sales on its site so improving the cart success rates became a major initiative for the nascent brand to streamline online product sales and grow revenue. They began looking for quick and significant improvements and turned to Parallel Path to help analyze the data and make recommendations to remedy the situation.

Strategy

Leveraging a deep experience in B2B hosting/technology as well success in the B2C ecommerce space, Parallel Path is equipped to troubleshoot, test, and analyze complex sales funnels whether within a shopping cart experience or through siloed B2B landing pages. Parallel Path’s Web Analysts and Conversion Rate Optimization team swung into full action by following its proprietary cart audit and optimization roadmap. Working through the process, the team came together and developed a plan for testing and analysis leading to a number of usability exercises, tests, competitive cart audits, and behavioral data analysis.

Data Driven Results

Shopping cart conversion rate
149%

INCREASE

Outcome

As the team compiled and distilled the data collected, it projected the business value of the various proposed optimizations to the cart would increase the shopping cart success rate by 68%, an aggressive projection for any cart process. Parallel Path more than doubled their projected success rate and astounded savvisdirect with 149% improvement.

"I really like these guys because they focus on the data and they drive improvements.”

B2C

Destination Maternity Corp.

the world's largest designer & retailer of maternity apparel

Context

Destination Maternity (NASDAQ: DEST) is the world's largest designer and retailer of maternity apparel. Based in Philadelphia, the retailer operates over 2,000 store locations worldwide, predominantly under the trade names Motherhood Maternity, A Pea in the Pod, and Destination Maternity. Destination Maternity brands can also be found in major retailers such as Macy’s, Sears and Kohl’s.

In 2006 Destination Maternity made a massive corporate push to go beyond its brick and mortar culture and embrace a holistic online marketing strategy – one that would fully maximize their marketing efforts and increase sales both online and off.

Quandary

Destination Maternity’s initial foray into online marketing was tethered with insufficient Paid Search results, siloed channel management, disparate data collection and scrubby tagging. This meant that their metrics were incomplete and unreliable. Compacting its website woes was a fragmented team of multiple individuals and agencies performing sub-par SEO tactics.

Their corporate push in 2006 to create a cohesive online marketing strategy that fully leveraged their online properties and brand presence resulted in a prospectus meeting with Parallel Path. What they didn’t know at the time was that these initial meetings would flourish into a multi-year partnership that would help deliver mammoth results and transform Destination Maternity from a brick and mortar retailer into an online market leader.

Strategy

Parallel Path joined forces with Destination Maternity with a true partnership in mind. Going beyond one-off campaigns and low hanging fruit, Parallel Path approached Destination Maternity’s family of brands both cohesively and individually to ensure its online marketing efforts would consistently drive the brand forward. Parallel Path continues to implement the following business strategies to amplify the company’s online marketing efforts:

  • Educating internal team members at Destination Maternity with best-practice, online marketing tools and tactics.
  • Maintaining frictionless communication channels that result in a mutually beneficial partnership between Parallel Path and Destination Maternity keeping projects efficiently moving.
  • Adapting to the growth and sophistication of the organization while continuing to drive improvements in all key metrics year over year.
  • Building and maintaining trust and transparency with the key decision makers at Destination Maternity.
  • Defining roles between Parallel Path and Destination Maternity team members to hit specified goals. These roles further enable Parallel Path to focus on its expertise to deliver superior results across SEO and PPC offerings without having to manage areas of the business that should be dedicated to internal teams.
  • Integrating Parallel Path’s enterprise retail expertise - knowledge of market, target customer, seasonality of product set – to anticipate the needs of the client and their customer and provide SEO and PPC solutions that keep the company ahead of their competition.
  • Ongoing, monthly Data Driven Evolution meetings where Parallel Path’s online marketing analysts mash-up different data sets including trafficking, behavioral, and results data across channels and inject them back into campaigns to maximize results and new opportunities.

Data Driven Results

Online sales
130%

INCREASE

Cost per acquisition
232%

DECREASE

Organic Traffic
60%

INCREASE

Outcome

Since Parallel Path partnered with Destination Maternity in 2006 to power their PPC efforts across Destination Maternity’s online channels including Motherhood.com, MotherhoodCanada.com, APeainthePod.com, and DestinationMaternity.com, the aggregate cost across all brands was reduced by 39%, sales increased by 130% and cost per acquisition decreased by an astounding 232%. Parallel Path’s SEO efforts for Motherhood.com have increased organic traffic by 60% while extending the reach of the brand by increasing the total number of keyword queries driving traffic by 79% (167K vs 300K) and the sites’ #1 keyword rankings have grown from <50 to >300.

“Through my entire career I’ve never seen organic traffic percentages like this before.”

VP Online
Destination Maternity Corp.

Quality internal resources and knowledge, defined roles and responsibilities with thoughtful, well-defined goals, paired with Parallel Path’s seasoned agency professionals who understand Destination Maternity’s business have been paramount to the company’s online marketing success. With understanding and trust between client and agency has come creative, data-driven online marketing results that have enabled Destination Maternity to dominate the worldwide online retail market for maternity clothes.

Internet sales growing by 26% during fiscal 2012 and by 114% (over the past three years)