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