E-Commerce Attribution

100+ years old toys brand - USA

As a significant brand competing with Mattel ®, the client engaged ROI Mantra in August 2013 with a goal of radically increasing online attribution. Having completed a redesign and migration the challenge was to be ready for the holiday season.

Prognosis

  • Consistent traffic loss over the past few years
  • Poor analytical history of online conversions
  • Very little ramp up time for the holiday season

Goals

  • Organic Search Traffic Driven Conversions
  • Paid Search (Adwords, Bing) Driven Conversions

Plan

  • Search Engine Optimization – We identified a unique category driven content marketing strategy that allowed for fast growth of conversion intent traffic. The model for analysis was Multi-Variate testing and quantitative modelling
  • Paid Search – Multivariate Testing and Quantitative Modelling

Results

Traffic - (August 1st 2013 - November 30th 2013)

900% lift in traffic
Total Traffic August – 10,000 Visits per Month Total Traffic November- 90,000 Visits per Month

Revenue - (August 1st 2013 - November 30th 2013)

830% lift in traffic
Total Revenue – Aug – $15,000 Total Revenue – Nov – $125,000
Total Organic Revenue – Aug – $11,000 Total Organic Revenue – Nov- $41,000
Total Paid Advertising Revenue – Aug – $0 Total Paid Advertising Revenue – Nov- $64,000