E-Commerce Case Study
Client: RevesEnCadeau
(France)
Site: http://www.revesencadeau.fr
Objective:
RevesEnCadeau operates
within the gift sector and has pioneered the sale of experience days in France.
It is now a major player in the industry after launching its experience gift
box products porfolio on-line and off-line through a nationwide distribution
network in 2006.
The client wished to
increase on-line sales through search marketing and search engine optimisation.
All e-commerce marketing and planning had to take into account the huge surge in
the market at Christmas, Valentine, Mothers Day and Fathers Day while keeping
sales healthy in between these periods.
Solution:
An in-depth review of
existing advertising was undertaken and it appeared that the best performing
platform was Google Adword. All campaigns on Google France had to be completely
restructured by categories and seasonality. This led to running between 10 and
15 campaigns each containing 10 to 20 subcategories and over 13,000 keywords!
Keyword analysis and daily testing and reviews were crucial in order to keep
campaign costs down and revenue up.
SEO was a major part
of the exercise and used as a longer term strategy to gain exposure in natural
listings of all major search engines in France, especially for keywords that
had become too expensive with sponsored listings.
Results:
When comparing the
last 6 months of 2008 with the last 6 months of 2009, eBizpromotion achieved
over 138% increase in revenue through Google Adwords and the e-commerce conversion
rate improved by over 17%.
From an SEO point of
view, traffic from natural search listings increased by over 24% which had a
significant impact of revenue.
Client comment: eBizpromotion’
results went way beyond our expectations and helped us take a new approach to
our e-commerce goals. Their strategy was very thorough and the service provided
second to none. This made a huge difference especially during our peak season
at Christmas where our previous agencies had failed due to lack of flexibility
and forward planning.
Veronique Gautier –
Head of E-Commerce
