Case Study:
Parameters: XYZ Corp. (name protected) is paying an average of $1.00 per click-thru from Search Engine Marketing with an advertising budet of $10,000 per month and getting 10,000 web visitors.
The goal was to spend a modest amount on web improvements with a requirement that the improvements be highly effective and productive to the bottom line.
| Before Optimizaiton | Effective Budget Use | Ineffective Budget Use |
| Budget Use | 20% | 80% |
| Click-Thrus | 2000 | 8000 |
| Conversion Rate Of Effective Budget Use | 4.0% | 0.6% |
| Number Sales | 80 | 48 |
| Cost Per Sale | $25.00 | $166.67 |
| After Optimization | Effective Budget Use | Ineffective Budget Use |
| Budget Use | 80% | 20% |
| Click-Thrus | 8000 | 2000 |
| Conversion Rate Of Effective Budget Use | 4.0% | 0.6% |
| Number Conversions | 320 | 12 |
| Cost Per Conversion | $25.00 | $166.67 |
| Recap of Budget Use | Before Optimization | After Optimization |
| Total Budget Spent | $10,000 | $10,000 |
| Click-Thrus | 10,000 | 10,000 |
| Number Conversions | 128 | 332 |
| Overall Conversion Rate | 1.28% | 3.32% |
| Cost Per Conversion | $78.13 | $30.12 |
| Ticket Price = approx $100, Total Sales Income | $12,800 | $33,200 |
| $ Amount Increase in Sales | | $20,400 |
| Percent Increase In Sales | | 260% |
Conclusion: What Was Learned From the Results
When the website efforts were optimized, the results were astounding. The 80/20 rule was turned upside down. The number of improvements that fall into the Vital Few category were increased. Realize that improvements that fall into the vital few are also proven to be the low hanging fruit of the web. Those efforts require less money, less knowledge / skills and shorter timeframes.
The effort resulted in maximizing high impact improvements, those that produced conversion rates in the 4.0% range, while minimizing the improvements that created only small incremental impact on conversion rates, averaging only 0.6%.
- Identifying The Vital Few: - In over 13 years of experience, we have catalogued what works and what doesn't. Successfulweb has done the work for you and created a simplified website architecture to narrow focus. We've identified differentiators and markers present on sites where users have identified their visits as successful ones.
- Tailoring Best Practices to Needs: - bpSCORECARD uses its assessment survey questionaire to further narrow focus. The questions and your answers creates a site improvements map — identifying your sites strengths and weaknesses and recommending site refinements that are most impactful to your business results.
