8 05, 2015

Case Study: Customizing Attorney Information within a CMS to Maximize Time Efficiency

By | 2017-06-16T13:09:28+00:00 May 8th, 2015|Categories: Case Studies|

Providing All-In-One Customizable Content Management Systems to Display Specific Information Across Multiple Pages

Challenge: Our client, a law firm with a large staff of attorneys, needed a way to update attorney profile information in an efficient manner across multiple layers of their website. This is significant since prospective clients often reference attorney information before deciding who to hire.

The firm’s attorneys needed to update information often and their current CMS required that they edit each page and so often redundantly in multiple areas. This would also require one to remember every page that needed that particular information. Each update became a laborious task as a result, which also increased the chances for human error on these pages. This non-productive but necessary task cost the firm in what would otherwise be billable hours. It also produced duplicate, non-SEO friendly content on the website.

  • Client Facts:
  • 35+ year Established Law Firm
  • Specializes in Business Law including, but not limited to taxation, dispute resolution, and bankruptcy
  • 30+ Staff Attorneys
  • Goals:
  • Make data entry more efficient
  • Re-purpose content
  • Implement a CMS that is easy to use
  • Results:
  • +80% Increase in Data Efficiency
  • Billable time increased
  • Data Quality improved significantly

 

Business Solution: Beacon identified the problem and needed to provide a way to simplify the process to populate multiple pages simultaneously, including the attorney’s directory listing, bio information, practice group, and placement on the overall website.

A custom-built database-driven solution developed by Beacon Technologies enabled the user to populate and re-purpose content throughout the entire site with only a single entry. Beacon created this feature by using Cascade Server Content Management Software as the base. Cascade Server provides workflows to ensure content changes are approved by the right people and as an easy way to bundle changes. With easy – and automated – content updates, Cascade Server allows businesses to publish content efficiently to help increase website usability and staff utilization. This saved a significant amount of time and, at the rate that attorneys usually bill, a whole lot of money!

Results: Beacon provided the client with a robust and efficient site, eliminating redundant and streamlined data entry by customizing the right content management system. Cascade Server CMS enabled a decentralization of the client’s website management by allowing content owners to manage their own content. This reduced the time required to update the site, while also improving the quality of the content.

Now, adding or changing a single fact is quick and easy, freeing up 80% of the time they normally spent on this task. Now the attorneys have more time to bill.

30 04, 2015

Case Study: Global Test Prep Company Generates Major Profits Through PPC

By | 2017-06-16T12:34:27+00:00 April 30th, 2015|Categories: Case Studies|

Correct Utilization of Google and MSN Search, Content, and Image Ads Help Increase Exposure While Providing Huge Financial Gains.

Challenge: This client only has a few true competitors, but its online competitive market space is packed with competitors on both a national and geo-targeted basis. The client’s PPC budget is not enough to achieve full visibility for the search volume on the necessary keywords, so Beacon had to devise a strategy to optimize their budget and complete five key goals: (1) increase new, relevant website traffic, (2) increase potential leads they generate, (3) increase the number of conversions, (4) increase the revenue generated, and (5) increase brand visibility.

  • Client Facts:
  • International Test Preparation and Admissions Counseling Company
  • $200+ million 2010 Net Sales
  • Goals:
  • Increase relevant website traffic
  • Boost website registrants
  • Improve paid search ROI
  • Increase conversions
  • Generate revenue
  • Revitalize brand image
  • Results:
  • +48.75% increase in total paid traffic
  • +47.08% Increase in website registrations
  • +35% Increase in paid search ROI
  • +74% Increase in revenue (an extra $2,799,471)
  • +31% increase in purchase conversions (an additional 1903 conversions)
  • Increased average order value +10.32% (an additional $95.87)
  • Decreased cost per acquisition by -14%

 

Business Solution: In order to achieve success in the highly competitive paid search channel and hit our ROI goals, Beacon immediately focused on decreasing the number of impressions lost due to poor quality scores and increase ad click through rates. While we increase the total impression share due to the client’s budget constraints, we can make sure to drive the most relevant traffic to the most suited landing pages to increase engagement and conversions on the web. The previous paid management firm did not separate branded and non-branded keywords, which inflated CTR’s for specific product ad groups. Beacon does not recommend this tactic because it is important to see the effect of your PPC’s strategy on non-branded paid traffic – which you want to increase. We also helped the client identify more accurate margins in order to better track ROI metrics.

Raised Quality Scores: Beacon consistently improved their quality scores by limiting the number of keywords per ad group and increasing the number of active ad groups. By adding this level of specificity, we are able to remove much of the interface guesswork required for ad display which increases our impressions, improve our ad positions, and reduces the cost per click. Keywords are now more relevant for each ad.

Increased Click Thru Rates: Higher volumes of traffic brought to the website through the ads we display help to increase the CTR. By consistently increasing click thru rates week over week, month over month, we provided an increase in completed goals and allowed for more traffic to enter conversion funnel paths. By constantly testing ad copy, destination URL’s, and delivery methods we continued to increase potential leads and conversions.

 

Results: Beacon provided a significant positive return from the above paid search efforts. Utilizing strategies to better organize keywords and reduce the volume of keywords within respective ad groups, as well as providing more budget to higher converting keywords, allowed us to effectively increase visibility and produce a tremendous gain in relevant traffic to the website. Constant testing and analytics tracking were essential to generate a higher ROI and increase awareness for our client’s brand and products.

14 04, 2015

Case Study: Conversion Rate Increases Through the Use of Google Audience Remarketing

By | 2017-06-16T13:09:23+00:00 April 14th, 2015|Categories: Case Studies|

Increases New User Conversion Rates by Directly Targeting and Advertising Post Website Departure.

Challenge:  The client wanted to increase orders from the new registrants coming to the website. Statistically, visitors would come to the site and register but would often not place an order within thirty days. Customers who registered and did not place an order within thirty days were contacted by customer service in an effort to follow up and identify any issues. Increasing the conversion action for this type of visitor was a priority along with decreasing the costs involved in follow-up for non-purchasing new registrants.

Conversion rates on the website and goal flow analysis indicated that a large number of people, when they did register on the site, neglected to make a purchase online. There was a massive opportunity to get those people back and convert a higher percentage of new visitors and registrants.

  • Client Facts:
  • American Based Wholesaler
  • International Customer Base
  • Faculty size 300+ employees
  • Goals:
  • Improve Customer Order Rates for New Website Registrants
  • Improve Branding via Repetitive Display Advertising
  • Results:
  • New Customer Orders: +10%
  • PPC Orders from New Website Registrants: +79%

 

Business Solution: In the past, display advertising had been attempted, but conversion rates were low. With remarketing, the audience could be much more targeted. To improve the rate of converting new registrants into paying customers, display ads were created along with an ad remarketing campaign.

Visitors that came to the website and entered at a point in the website registration process would have a tracking code or “cookie” attached to their visit. Based upon that cookie, visitors would browse the web and see ads that were created specifically for those visitors. The ads would re-target visitors who had reached a particular place in the conversion cycle and displayed an ad with an action to take on the website. The remarketing ads had the ability to re-target visitors by being part of a list that Beacon Technologies could control and define for a period of time.

Results: Orders from New Customers improved by almost 10% compared to the same period a year earlier. Orders from New Customers that came via pay-per-click increased by 78.70%. Not only did the remarketing increase online orders, but brand awareness was improved as the display ads were shown on many websites across the internet to those who didn’t convert outright. The brand was placed many times in front of the right people who were already qualified to become a customer.

3 04, 2015

Case Study: Traditional Furniture Company Builds Momentum through Social Media

By | 2017-06-16T13:09:33+00:00 April 3rd, 2015|Categories: Case Studies|

Twitter Link Building Campaign and Facebook Giveaway Engages Fans, Builds Positive Brand Image, and Increases Site Links.

Challenge:  Along with companies investing in more traditional web marketing activities like SEO, PPC and conversion optimization, Social Media has become a major component to marketing strategy as a whole. Beacon Technologies began social media efforts for an International Furniture Retailer in early 2010. There were growing expectations for how to measure the return on such investments and to increase that return. The desired return in this case was customer engagement, positive brand image and SEO benefits like link building and driving traffic to the client website.

  • Client Facts:
  • International Furniture Retailer
  • >$200M Net Sales 2010
  • Goals:
  • Increase website traffic
  • Raise conversion rates
  • Generate Revenue
  • Attract more Facebook “Likes” and Twitter Followers
  • Improve customer engagement
  • Revitalize brand image
  • Increase number of indexed links
  • Results:
  • +67.3% increase in Facebook “Likes”
  • +16% Increase in Twitter Followers
  • +52% entry rate for Facebook Giveaway
  • +8.1% Increase in eCommerce conversion rate from referral traffic compared to same time period last year
  • +16.4% increase in referring traffic to client website compared to same time previous year
  • Referring traffic had a +38.55% higher conversion rate than the same time period last year
  • Over 600 links and 10,000 indexed pages generated

 

Business Solution: In order to acheive success in multiple channels and hit our return goals, Beacon formulated simultaneous promotions for Facebook and Twitter to coincide with the launch of a new product. In addition, the frequency and level of customer engagement were greatly increased in order to spread the word and create enough interesting content to entice people to stay connected to the client even after the promotions had ended. Due to Facebook promotion restrictions and the social network’s inability to have status updates and links indexed in Google, Beacon chose to hold a more involved link building campaign on Twitter and have a simple product sweepstakes on Facebook. These efforts were promoted on social networks and the client website. Client provided no budget for paid advertising.

Twitter: Beacon provided legal copy for the promotion then used tweets, a promotion-specific Twitter background, Facebook status updates, and a Facebook tab to advertise the promotion. One item was given away once a week for five weeks. Clues were tweeted about the weekly item and followers had to visit the client website, try to guess the item, then tweet the link to the item along with the hashtag for the promotion. A winner was selected at random from all correct guesses at the end of each week.

Facebook: Beacon created a simple sweepstakes on Facebook to promote a new product launch and to keep Facebook fans engaged while the focus was on Twitter. This cross-promotion maximized network exposure.

Results: Beacon provided a significant positive return from the above social media efforts. Combining a stimulating promotion where visitors could participate and share for a greater number of smaller prizes with one large exciting giveaway, and increasing good social content, resulted in positive gains across the board. Please see campaign results to the left for specific numbers.

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