PacSun.com`s search-driven conversions rise 30%
Pacific Sunwear of California Inc., a multi-channel retailer of casual apparel, has seen conversions on search terms at its web site, Pacsun.com, rise 30% since working with online performance-based marketing company Performics Inc. As a key part of a search program developed with Performics, search-driven leads are now directed to the most relevant landing pages on PacSun’s site rather than to the home page.
Performics also has worked with PacSun for the past two years on affiliate marketing, applying learnings from one program to drive results for others. For example, in response to heavy search traffic on particular product-specific terms, Performics works with PacSun on special creative content that plays up those products, such as banners PacSun’s affiliates can use to promote the products on their sites.
As part of the marketing program, Performics helped PacSun with a strategy to refine its partner relationships to focus on those that deliver the most qualified traffic and sales. Under that strategy, paid-search engine Overture Services Inc., for example, barely on PacSun’s radar screen two years ago at the outset of development efforts with Performics, is today a top producer for the apparel retailer.
“Performics has proven to be a truly valuable business partner in helping PacSun.com realize its online marketing goals,” says Glenn Wilk, PacSun’s director of e-commerce and online marketing.
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