Internet Marketing Studies
HDA, Inc.
Visit the House Plans and More website
Issue: HDA, Inc., a national retailer for home designs and project plans, was finding itself in an increasingly competitive marketplace. In 2004, HDA came to The Net Impact looking for a new website design for www.HousePlansAndMore.com, a website that markets over 20, 000 home plan designs and project plans to their consumer. Despite their vast selection of house plans, House Plans and More was failing to connect with their target market. Many of their keywords were non-visible searches when visitors would try and locate a home plan company. The challenge in producing this website was to build an effective sales tool for House Plans and More products while allowing them easy management of their large inventory.
Action: The Net Impact analyzed the website, the database, the marketplace and the competition, and then developed an online action plan. This process resulted in a website redesign, rebuilding the database and development of database administration tools. The website and database redesign was centered on optimizing the content for improved search engine results and usability. Administrative Tools were developed to allow the client to make fast and easy updates to their product information on the website. These tools consisted of an administrative panel, a content management system and a designer interface. Along with these efforts, The Net Impact installed the TNI Web Analytics statistical package and trained management in its use along with consultation regarding web server issues.
Results: Keyword rankings have begun to rise as a result of search engine optimization efforts and conversion rates have begun to rise as a result of the usability redesign of the website. The client is able to efficiently respond to changes in product offerings and market trends due to the database accessibility allowed by the administrative tools. In addition, the TNI Web Analytics reports have allowed management to see and react more quickly to current trends, perform detailed analysis of search engine activity and understand keyword performance. The Net Impact will continue to keep HousePlansAndMore.com in step with new search engine guidelines, competitor tactics and important statistical findings as the company continues to grow and expand their presence on the web.
"I have worked with TNI since 2004 and since the inception of our website they have been very receptive to our needs and concerns of maintaining an ever-changing vast database. Their skills and problem solving ideas have made a great impact on the ease of managing the overall project. They are a very enthusiastic team and we are looking forward to our continuing partnership as our website transforms into one of the best in the home plans industry." Susan Pohlman
Director-Publication Services, HDA, Inc.
Scrubs and Beyond
Issue: Scrubs and Beyond, a national retailer for scrubs and medical supplies, was finding itself in an increasingly competitive marketplace. This competition caused Scrubs and Beyond to begin falling in organic search rankings on many of their most important keywords. Many of their keywords were non-visible searches when visitors would try and locate a scrubs uniform company. Also, paid search had become more expensive due to a very low conversion rate.
Action: The Net Impact analyzed the website, the marketplace and the competition, and then developed an online action plan. This process resulted in re-optimization of the website, a repositioning of the company in paid search efforts, and constant communication between TNI and Scrubs and Beyond regarding new ideas for the website to increase optimization. Next, the TNI creative team suggested and assisted in implementing new life to the Scrubs and Beyond front page and key landing pages. Along with these efforts, The Net Impact installed the TNI Web Analytics statistical package and trained management in its use.
Results: Within eight weeks, the Scrubs and Beyond site regained all lost ground on rankings and countered increasing paid search activity from their competitors. Their paid search efforts have increased sales. In addition, the TNI Web Analytic reports have allowed management to see and react more quickly to current trends, see the results of their new E-mail campaigns, perform detailed analysis of search engine activity and understand keyword performance. The Net Impact will continue to keep Scrubs and Beyond in step with new search engine guidelines, competitor tactics and important statistical findings as the company continues to grow and expand their presence on the web.
"The Net Impact has been an invaluable resource for us during our optimization process. TNI has developed a reporting system that can be customized by their client's needs, which is very important for a niche company like ours. Using their experience, strategic planning, and creativity, TNI has helped us create a successful website, as well as a plan to ensure our success in the future." Jennifer Barrett
E-Commerce Marketing Manager, Scrubs & Beyond
Artistic Sensations
Visit the Artistic Sensations website
Issue: Artistic Sensations, a children’s furniture, gifts, and bedding virtual store, wanted to find a better way to interact with their current customers and website users.
Action: The Net Impact analyzed the website and available options, and then developed a plan of action. This process resulted in developing a thorough email campaign program to interact with the client. The Net Impact developed an email list template to collect user demographic information, allowing Artistic Sensations to learn more about their customers and website users.
Results: Artistic Sensations was able to collect more user information and implement an effective email campaign that was able to be personalized for each subscriber, resulting in a better email newsletter conversion rate.
Future: As a result of the email list template and email campaign program, Artistic Sensations will have the ability to develop a one-to-one personal relationship with customers and email newsletter campaign subscribers. Artistic Sensations plans to send out automated emails based on child age and birth date, allowing for extremely targeted email marketing campaigns.