March 9, 2006, 12:00 AM

PPC search marketing no couch potato at Furniture.com with new analytics

Furniture.com boosted its ROI from search marketing by 60% with site changes guided by analytic data from Omniture. A 25% savings from smarter keyword spending goes into new marketing initiatives that drive traffic and sales.

Paul Demery

Managing Editor, B2B E-commerce

 

Furniture.com boosted its conversion with a key retail partner by 350% while cutting its PPC spending by 25% after implementing analytics-driven site changes. Overall, the implementation of on-demand analytics increased Furniture.com`s ROI from search marketing by 60%, according to the analytics technology provider, Omniture Inc.

Core to boosting search ROI was using analytics to track the performance of its more than 10,000 paid keywords, and eliminating those that performed poorly while maximizing productivity on those that performed well according to director of marketing Betsey Harden. Using the SiteCatalyst tool to identify keyword categories such as “entertainment center” that weren’t delivering results that justified their cost, Furniture.com was able to reduce keyword spending overall by a quarter with no decrease in sales revenue.

Those savings went into new marketing initiatives that drove new traffic and sales. One of the new campaigns, focused on the movers market, attracted 10,000 new visitors to Fruniture.com in two months. Another analysis tool from Omniture, Discover, is providing localized information on customer behavior that the company plans to use to help regionalize marketing efforts. For example, regionalized reports show that kids’ furniture is the sixth most popular selling category in northern California and the third most popular in southern California. The regionalized reporting capacity is delivering “new insight that we will apply to future marketing campaigns and merchandising decisions,” Harden says.

Through relationships with its retailer partners, Fruntiure.com is the online showroom and e-commerce channel of regionally-based furniture stores Levitz, Harlem, and RoomStore Furniture in the U.S. and Leon’s Furniture in Canada.

 

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