The Problem
A publisher of training and educational products, with a strong history of
direct mail and advertising promotion, wanted to exploit the potential of
internet sales without risking loss of focus on their traditional channels.
The Solution
The Poulton Consulting Group was engaged to increase website sales for both
existing and new product lines.
The website was optimized for better search engine results with particular emphasis on product pages with the greatest potential to convert visitors to buyers. Key industry-specific portals were indexed to increase site visits from members of the client's target audience.
Lastly, a pay-per-click marketing campaign was developed to attract online prospects to specific site pages based on in-depth keyword research.
The Results
The results in the first 12-month period were significant, sustainable and
greatly exceeded the client's expectations; annual web-based product
sales increased 60%.
