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Case Study: Generating Leads For A Brand Name E-Retailer
“Running a high volume, comprehensive performance marketing campaign enabled HP to obtain the conversions needed to generate their desired increase in revenue.”
About Hewlett-Packard
Founded by Bill Hewlett and Dave Packard in 1939 in a Palo Alto garage, Hewlett-Packard has grown to be one of the world’s largest IT companies. HP specializes in the manufacturing and development of consumer products ranging from personal computing and printing devices, to digital entertainment and photography. For businesses, their products and services include almost anything IT related, from small phone devices to supercomputer installations.
Situation
HP enlisted Wpromote as a search marketing partner in 2006 to drive customers to their online store. In addition to the need for traffic and
sales, HP had strategic business objectives such as focusing on new customers, growing the small business segment, and increasing visibility of key product groups.
Challenges
As a performance partner, Wpromote was tasked with building campaigns from scratch that delivered a high-volume of customers.
The number of competitors in the search space had driven up cost, making it challenging to operate within the strict margins required, especially with respect to HP’s strategic goals.
Strategy
A comprehensive search campaign was constructed with thousands of highly competitive and long-tail keywords. To achieve the volume of traffic and sales needed, campaigns were expanded beyond paid search to include content networks and large media buys. Ongoing testing and optimization helped to ensure optimal traffic quality and additional targeting was employed to supplement each of HP’s business objectives.
Product-focused micro-sites were developed to educate consumers at various points in the purchase funnel and custom landing pages with promotional offers served to accelerate conversions. Micro-sites were optimized for conversions through A/B testing of page components and messaging.
Results
Wpromote has referred upwards of 500,000 visitors per month to the site, generated millions in sales revenue to HP and remains a top marketing partner. With the demonstrated ability to respond quickly and deliver results, HP continues to utilize Wpromote to drive customers and support business objectives.
