Portfolio - Case Studies
CASE STUDY #3: INCREASING CONVERSION RATE THROUGH TESTING
Problem: The subject company wanted to expand the online channel beyond organic search and e-mail marketing but did not know which logical channel to use next.
Solution: In researching their options, the subject company had the opportunity to enter the affiliate channel with the least competitive opposition.
Results: After 15 weeks of launching and running the affiliate program, the following increases were experienced.
- 909% increase in banner impressions served
- 886% increase in the number of visits specifically tracked to the new affiliate channel
- 2,200% increase in orders
- 8,488% increase in revenue
After establishing the 15-week benchmarks, we took another snapshot at week 50 and the results were even more astounding. The following increases were again experienced after the15-week benchmark was achieved.
- 225% increase in banner impressions served
- 25% decrease in the number of visits specifically tracked to the new affiliate channel
- 496% increase in orders
- 664% increase in revenue
While we decreased the number of visitors through the affiliate channel by 25%, we increased revenue by 664% (from the benchmark we took previously at week 15). This was due to acquiring affiliates that were better at targeting visitors which required less administrative time in managing the program but increased the ROI significantly