How MyWeddingFavors.com boosted conversion rates 65%

With a new multi-variable page optimization system to support its Internet natural search campaigns, MyWeddingFavors.com has increased conversion rates by 65% in a test of nine keywords, CEO Brad Fallon says.

The project, using the hosted Dynamic Targeting personalization software from Kefta, produced customized home pages for Internet searchers based on their shopping behavior and Internet search patterns. For one of the retailer’s most important keywords, “unique wedding favors,” the conversion rate rose to 1.19% from 0.51%. “That’s a huge increase for us,” Fallon says, adding that the overall conversion rate for all nine keywords rose 65%.

MyWeddingFavors.com, the flagship site of Atlanta-based Smart Marketing Inc., used a designated area in the top half of its home page to display different images designed to appeal to each shopper arriving through natural search. Kefta’s technology automatically builds real-time visitor profiles that include information on keywords used, Internet connection speed, browser type, purchase history, and past and current browsing behavior. By combining the profiles with algorithms unique to MyWeddingFavors.com, the Dynamic Targeting system triggered the delivery of the home page configurations determined to be most relevant to each shopper.

The project has worked so well, Fallon says, that he has hired a new marketing person to work full time with the Dynamic Targeting system and apply it to the several other retail sites Smart Marketing operates, including LuckyCigars.com, Electric-Scooters-Galore.com, CornerStorkBabyGifts.com and InstantPokerChips.com.