July 27, 2006, 12:00 AM

Organic Bouquet boosts search conversion rate 8-fold with analytics

OrganicBouquet.com increased its conversion rates through search engine marketing for chocolates to 12.7% from 1.5% after analyzing the relation between landing page design and campaign performance across search engines and keywords, the retailer says.

Online floral retailer Organic Bouquet increased its conversion rates through search engine marketing for chocolates to 12.7% from 1.5% after analyzing the relation between landing page design and campaign performance across search engines and keywords, vice president of e-commerce Claudio Miranda tells InternetRetailer.com.

Organic Bouquet, which specializes in selling certified organic flowers, also sells a line of chocolates. But with a heavy use of search engine marketing, it was seeing poor results on its chocolates line during this year’s Valentine’s Day period. Conversion rates on chocolates were under 2%, and that was problematic for our targeted customer-acquisition costs,” Miranda says.

Using Yahoo Search Marketing’s Marketing Console and Search Optimizer tool, Miranda has been able to analyze the performance of each search engine marketing campaign by search engine, by buckets of keywords, by individual keywords, and also by looking at the conversion rates on individual landing pages. It learned, for example, that by offering more focused selections of chocolate truffles for customers who search for them, it produced better conversions.

Organic Bouquet also uses the tool to get a broad look at how its targeted customer-acquisition costs are doing across multiple search engines. “Even if some campaigns are exceeding our targeted cost per acquisition, we may see that others are way under and that our campaigns as a whole are doing well, so we don’t have to shut off the ones exceeding targeted cost,” Miranda says.

Although it has been pleased with the Yahoo tool, Organic Bouquet is migrating to an Omniture web analytics application under its new association with LFS Network Inc., a provider of managed search engine marketing services. The Omniture tool will provide comprehensive web analytics related to customer clickstream data, Miranda says.

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