CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
The efforts helped the drive better brand recognition, the retailer says.
When FujiFilm U.S.A. Inc. decided to launch photo printing and sharing site SeeHere.com, the company was prepared to heavily invest in online and offline marketing channels to build brand awareness and drive traffic to the new site.
However, it didn’t want those efforts to be scattershot. It sought a coordinated cross-channel campaign that would allow it to use insights gathered in one area, say paid search, to influence other channels like organic search.
Working with Coremetrics Search Agency Services gave the retailer a single touchpoint that gathered detailed metrics, such as bounce rate and conversion rate. That allows the retailer, which lets consumers upload photos and order prints, photobooks and posters, to figure out how to improve paid and natural search results, enhance its landing pages, simplify navigation and streamline the checkout process.
Key to SeeHere’s marketing strategy is paid search. Using best practices, such as testing which keywords drive sales—and focusing efforts on those, rather than other keywords that drive traffic but not sales, the retailer boosted its click-through and conversion rates.
In addition to helping the retailer optimize its paid search spend, those insights also helped it shape its site content to bolster organic search rankings. That’s helped the retailer reduce its customer acquisition costs and cost per order, says SeeHere.com
“We’ve been able to efficiently manage multiple channels and drive down costs, all while delivering value and convenience to our customers,” says a retailer spokesman.