palmOne`s conversions from site search rise 60% with keyword-driven promos
Wireless handheld device maker palmOne saw its conversion rates from site search inquiries rise by 60% after it implemented search tools from Atomz Corp., the technology firm reports. To run what is currently more than 60 promotions tied to specific keywords on its site, palmOne uses Atomz’ Search and Promote web site management tools.
The Search tool displays a keyword-driven promotion at the top of the results page for a term searched at the site. For example, if the word “Zire” is entered into the search box, the user sees a list of results topped with a promotion that includes a color photo of Zire handheld products and two links. One links the visitor to the palmOne online store for purchase, while the other links to a page where visitors can find extensive product details and support. Another tool, Atomz Promote, guides visitors seeking information to resources on the site that can answer customer support questions. That search results page also displays keyword-triggered product promotions related to the information query.
PalmOne controls how the promotions are displayed on the page as well as which promotions, and how many, are attached to the selected keywords. “Adding a new promotion is as simple as copying an old one and changing the text or image. Once the initial template has been made it’s easy for our marketing team to add and modify promotions," says Rick Wooten, palmOne’s director of Internet properties.
In addition to boosting conversions from site search traffic, the keyword-related promotions have also increased traffic from site visitors into palmOne’s online store. PalmOne, which tested the Search and Promote tools on its U.S. web site, has extended the applications across its web sites globally.
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