FIREPIT ESSENTIALS CASE STUDY

PPC, SEO, WEB DESIGN, AMAZON

MARKETING GOALS

Develop a low-budget website that effectively converts visitors.

Start on a fixed budget and generate revenue from sales for further advertising.

To develop a marketing action plan for future growth

Profitability in PPC Advertising

PROJECT OVERVIEW

Fire Pit Essentials contacted Next Level Web in order to develop and launch their startup idea.

Fire Pit Essentials was a startup with a great idea on a shoestring budget. Their goal was to become a major player in the fire pit glass wholesale market. They had established suppliers and the infrastructure to package and ship product, and they sold their products on Amazon. They needed a web marketing company to develop out the next level of their growth strategy and execute.

The first step was to develop a face to their company – their website. An e-commerce company’s website should represent the foundation of all their marketing (as opposed to, for example, selling on Amazon alone). The capability to develop a strong e-mail list, foster social tribes, increase # of transactions and average order size, and the potential to reach new markets (among other things) is essential to a startup.

We recommended to develop a postcard-sized piece that advertised a discount at their website to all of their amazon customers. Their average sale on Amazon was only 10 lbs of glass, which indicated that the majority of Amazon customers wanted to see the glass before they made a commitment to purchase the full amount required to fill their fire pit. This is how we gathered Fire Pit Essentials’ first website customers. The average website order for a residential customer was over 75 lbs, and phone-in orders from commercial clients regularly exceeded 400 lbs. of glass.

We developed an AdWords PPC campaign and started Search Engine Optimization for relevant keywords with high amounts of traffic for Fire Pit Essentials out of the revenue generated based on their initial website orders resulting from Amazon customers placing a second order on their site.

Fire Pit Essentials’ organic traffic jumped from 0 visitors in August 2014 to 153 in December 2014. The following December 2015 saw a 234.21% increase in organic traffic to 508 visitors for the month. In the first quarter of 2016, Fire Pit Essentials experienced an overall 89.54% increase in organic traffic over 2015.

We increased the number of PPC conversions by 104.62% in the latter half of 2015 versus the first half. After a successful time of text ads, we developed Google Product Listing ads for each of their website products, and the first quarter of 2016 saw a 38.09% decrease in CPA (cost per acquisition) as well as a 47.52% reduction in CPC (cost per click) over 2015.

We re-developed and launched Fire Pit Essentials’ home page in September 2015 and saw an immediate 40% jump in website conversions averaged across all channels.

The facts and figures in this case study are current as of April 18, 2016.

MARKETING RESULTS

PPC IMPRESSIONS

0

PERCENTAGE INCREASE

CONVERSION VOLUME

0

PERCENTAGE INCREASE

ORGANIC TRAFFIC

0

PERCENTAGE INCREASE

CPC

0

PERCENTAGE DECREASE

CPA

0

PERCENTAGE DECREASE

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