Case Study: Bedroom Furniture Discounts Uses Keyword Tool to Grow Sales
PROBLEM: Bedroom Furniture Discounts (BFD), a cross-channel retailer of furniture, wanted to optimize its paid search program.
SOLUTION: Hired a third-party provider of online interaction management tools, including a Google AdWords-based conversion solution.
RESULTS: BFD realized the following percentage increases in key online metrics over a 45-day period from April 1 through May 15 vs. the previous 45 days after launching an AdWords tool: online revenue (33.11 percent); per visit value (51.91 percent); online conversion rate (21.04 percent); and the percentage of total sales occurring online grew from 15 percent to 23 percent (a 53 percent lift).
Despite revenues increasing 2,900 percent last year for Unlimited Furniture Group, parent company of online furniture retailer BedroomFurnitureDiscounts.com and other furniture retail sites, the company was concerned that its net profit "only" increased 50 percent and its online conversion rate actually went down. That told BFD that its advertising efforts, particularly paid search, were becoming less effective.
To remedy the problem, BFD partnered with LivePerson, a provider of online interaction management tools. Specifically, it implemented LivePerson's Keyword Lift tool. The tool continuously analyzes BFD' search marketing campaign data to deliver personalized content (e.g., discount offers) to the right visitors on the right pages at the right times based on what the visitor searched for on Google. The process is automated to occur every 24 hours through a proprietary keyword-scoring algorithm designed to identify keywords with the greatest potential to boost return on investment.
For example, if a consumer searches on Google for "black couch" and clicks through to a BFD' landing page, Keyword Lift would serve up a customized ad to that shopper with a discount offer for a black couch. This tool has made the fast-growing trend of consumers searching for coupons online a nonissue, as users are already getting an additional value that's unique to them.