Cases:
Pillow Perfect
Delivering a Full-Service Solution to Reinvigorate Pillow Perfect’s Direct Sales.
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299%
SEO Revenue Increased
211%
Total Revenue Increased
73%
Monthly SEO Visits Increased
176%
Revenue from Returning Cust. Increased
224%
SEO Transactions Increased
OUR CLIENT
Founded by brothers David and Paul, Pillow Perfect has been designing and manufacturing both indoor and outdoor decorative pillows and replacement cushions for over 25 years. The duo attributes their success to a combination of quality, style and great service. Over the years they have recruited a team of talented individuals across all stages of the customer journey, from design through manufacturing to shipping and distribution.
THE CHALLENGE
The business sells their products across multiple platforms, including Amazon, Target.com, Wayfair, Lowes, Walmart and other retailers, and on their own website. While sales were great on all those other sites, direct sales through Pillow Perfect’s own site were very disappointing. No one was purchasing directly. They needed to find a solution to this problem – not least because sales straight from the website avoid all the costs of selling through other firms!
They contacted Avenue180 because of our outstanding reputation and track record for delivering great sales results from ecommerce websites. We excel when it comes to converting website traffic into paying customers.
OUR SOLUTION
This was very much a project of two parts: firstly, delivering consultancy advice to create the right foundations for success and then working on a campaign strategy that would deliver results.
The project began with a review of the products being sold, and it was immediately clear that some differentiation was needed between products sold directly and those sold on all the other platforms. We recommended the business develop some products and designs which were only available through the website.
We then created a full search engine marketing and search engine optimization campaign to deliver on four key objectives. To achieve this, we spent time developing content marketing, planning social media marketing strategies, and creating pay-perclick advertising campaigns (PPC). These activities were supported with a fullyfledged search engine optimization (SEO) campaign – focusing on sales and revenue generation. These strategies holistically work together to create powerful, authoritative links (link building/backlinks) back to their site. This holistic approach would make it easy for a wide target audience to find the Pillow Perfect website.
1: Reach Target
To increase the reach of our current website focusing on earned media.
72,320 visits to the Pillow Perfect website
An average monthly visitor rate of 6,026 visits – a 168% increase!
SEO average monthly visitors increased by 73%
2: ACT TARGET
To increase social share actions and website visits from 0.17% to 1%.
Our average web conversion rate was 1.17%, an increase of 139% and website transactions increased by 149%.
An average monthly visitor rate of 6,026 visits – a 168% increase!
SEO average web conversion rate increased by 88% and SEO transactions increased by: 224%.
3: CONVERT TARGET
To increase our average web conversion rate from 0.49% to 0.8%.
1,136 social media visits to the Pillow Perfect website.
Average social media visitor rate of 1.57% (as % of total website traffic).
Total annual visitor increase of 683% delivering $349 from social media traffic to the website.
4: REVENUE TARGET
To increase average monthly revenue value from $2,299.74 to $4,255.93
Average monthly revenue value is: $10,613
Overall revenue for 2015 was $127,360, an increase of 211%
SEO website revenue for 2015 was $68,315, an increase of 299%
5: ENGAGE TARGET
To improve repeat customer conversion.
Revenue from returning customers increased by 176% to $61,214
Transactions from returning users increased by 122%.
Average order value for returning users increased by 24%.
E-commerce conversion rate for returning users increased by 47%.
What our client thinks
I’m a numbers (revenue) guy. So, I don’t want to hear about rankings, reputation, social media clout etc. That’s why I love working with the team at Avenue180. Dario measures his team and his company on how much money he makes for his clients. When we meet it’s never about the rankings, it’s always about the money. He understands me!
David
