BACKGROUND

MyBusinessInteriors, an office furniture outlet located in San Jose CA, had earlier initiated online marketing to expand their business. However, the company’s website had become poorly organized, used older technology and had particular problems with the display of graphic content. The Marketing Manager was new to paid search advertising and the company asked Varazo to help get their campaigns up to speed. 

WHAT WE DID

First, we restructured and optimized their existing Google and Yahoo campaigns and launched additional campaigns through MSN and SuperPages. After a month the cost-per-click dropped from an average of $1.50 to around $1.00, generating 50% more clicks for the same ad budget. Still, the leads generated through the site were not converting to sales. We analyzed the landing- and the product-pages and especially the signup process, then suggested further improvements.

We informed the company that without site redesign, further paid-search improvements would be limited. We engaged one of our website development partners with much experience in building graphic-oriented web pages, content management modules and SEO-focused web pages. The result was a redesigned website offering a front page with attractive yet meaningful graphics and a hierarchical structure containing easy content-management features including associations with the large database of image files.

After the redesign, we redeployed sponsored search advertising while further optimizing the site. Each month, we tracked performance data from Google Analytics and other Google reports, adjusting the content to facilitate easier conversions and updating the campaign and the keyword bidding based on keyword quality measurements.

RESULTS

Since the most recent update, the company has reported the quality of leads generated through their quote request page was strongly improved. The average page-view of visitors improved from an average of 5.0 to 8.5. The returning visitor count had increased steadily as the site now offered high quality graphic images of their many furniture lines.

The natural search traffic has also increased steadily. With the new content management interface, the employees at MyBusinessInteriors now can update the product lines anytime without going through the website administrator, increasing content currency.

Varazo is a full service Internet Marketing Firm that wants to help you achieve and exceed your desired Search Engine Marketing goals.

Call 408.615.7194 or email us today at support@varazo.com