Lauren Hutton Case Study
Situation
When LaurenHutton.com wanted a new strategy to improve sales of their namesake's Good Stuff© Makeup, they relied on the Internet marketing team at Prime Visibility. As a result they received record-breaking sales for the month of January 2006.
As a leading Internet Marketing firm, Prime Visibility maintained control and analysis of the online marketing process. A multi-faceted research and testing strategy was implemented in order to gain a better understanding of visitors to the website and of their customers' purchasing behaviors.
Marketing research included two online customer surveys and the use of Internet tracking software from Omniture™ Web Analytic solutions. Prime Visibility developed an integrated Internet marketing platform, based on their market research findings:
Email Marketing
Build in-house list using incentives -
Survey feedback from Lauren Hutton's customers indicated that they were interested in receiving more makeup application tips from Lauren, so this topical information was offered as an incentive to encourage people to join Lauren Hutton's email list.
Personalized email message -
All emails were personalized based on their purchase history, name and locations.
"Second Send" strategy to increase response rate -
Email was sent a second time only to the recipients that did not open it the first time.
Marketing Research
Conduct online surveys to customers who purchased on the website. Survey feedback was evaluated and applied to marketing strategies, enhancing website usability, improving product quality and selection, and creating a customized shopping cart in response to customers' requests.
Web Analytics - Using Omniture, Prime Visibility tracked all online marketing campaigns to determine their effectiveness. Omniture provides detailed information regarding customers' online behavior, shopping cart fall out rate and the information is used to enhance the website's usability and create strong call-to-action statements.
As a result, Prime Visibility created a customized one-click order page to replace the MIVA shopping cart 4-step check-out that customers found to be inconvenient.
PPC Advertising Strategy
Omniture Web Analytics enabled Prime Visibility to measure ROAS (Return on Advertisement Spending) and track specific keywords and keyword phrases used to bring visitors to the LaurenHutton.com website. Overall findings suggested that the most searchable term was the Lauren Hutton name, as well as many variations of her name. In contrast, PPC ads focusing on particular product names had far fewer conversions into sales. Obviously, the Lauren Hutton brand name is a key sales factor in successfully marketing her Good Stuff makeup line.
In January of 2006 the top fifty PPC ads all contained either the Laura Hutton name or a variation of it. Additionally, approximately 90% of the top 100 PPC ads for the same time period (those having the highest conversion rate) contained the Lauren Hutton name either properly or improperly misspelled. This key discovery allows Prime Visibility clear direction to maintain continuity of this trend with effective PPC ad copywriting using variations of the Lauren Hutton name.
Outstanding Results
Continuous market research and integrated marketing solutions provided by Prime Visibility has resulted in a huge increase in sales profits as is demonstrated by comparing the same time period from Feb. 2004 through Feb. 2005 to Feb. 2005 through Feb. 2006 shown in the results below. Natural Searches, PPC Advertising, and E-Mail marketing combined had synergistically positive results.
In comparison from one year to the next...
- Total sale profits resulting from Natural Search conversions obtained a:
170% increase - Total sale profits resulting from PPC Advertising conversions obtained a:
335.98% increase - Total sale profits resulting from Email Advertising conversions obtained a:
99.78% increase
Continuous innovative integrated marketing is required to maintain campaign effectiveness. It is not enough to rely upon what has traditionally worked in the past. It is not any one thing that produced such outstanding results, but rather, it was research, testing and various applied strategies working effectively together in a comprehensive plan for success.
A synergistic effect has been demonstrated in this case study for LaurenHutton.com: Research and testing led to implementing strategies for improvement, including website enhancement, improved product quality and selection, information-based highly targeted Email and PPC Advertising. The results were greatly increased sales profits from last year to this year, as well as record-breaking profits for the month of January 2006.
Prime Visibility applies integrated Internet marketing plans to encompass extensive keyword research, website optimization, search engine friendly copywriting, paid search management, and other search engine marketing services.
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