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