Please note: for reasons of commercial confidentiality, we are not able to disclose the identities of our marketing clients. However, The following examples illustrate some of our internet marketing capabilities .

Case Study 1 - Search Engine Marketing and Web Analytics

Our client serves an international marketplace. As their own clients are generally young and internet literate, the web represents one of their main sales and marketing channels and is growing in importance. However, the field in which they operate is highly competitive, with a number of much larger service providers operating.

The internet marketing strategy that we have implemented for our client is based on a combination of search engine optimisation (seo) and pay per click (ppc) advertising.

Because the market is so competitive, our search engine optimisation approach has relied heavily on careful keyword research and competitor analysis. This has allowed our client to generate significant business from a number of niche keyword phrases, which are not currently being targeted effectively by the competition.

At the same time, we are managing a number of country targeted, ppc advertising campaigns. These campaigns have proved highly effective in a number of target countries and have been optimised for both the best keywords and the best running times.

We use ClickTracks™ Pro web analytics software to track both search engine optimisation and pay per click performance. This has allowed us to track the effectiveness of keywords and campaigns through the entire conversion process, enabling pay per click campaigns in particular to be optimised. We can also segment results by country to gain valuable business intelligence on how different geographic markets behave.

Case Study 2 - Keyword research and competitor analysis

Our client is in the planning stages of their new business venture. Their web based business model requires that they are able to compete effectively in natural search against a number of much larger and well established businesses.

We were engaged on a consultancy basis to help with the development of the business model. Our analysis included both keyword research and competitor analysis.

As expected, a competitor analysis on the established players enabled us to identify the keywords they target and the web sites on which they advertise. However, our research also identified another business that is successfully competing against the established players in natural search. A competitor analysis on that business has enabled our client to adopt key elements of their approach.

Case Study 3 - Clickpath Diagnostics

Our client asked us to investigate why they were getting so few conversions through their web site, even though the number of visitors seemed satisfactory.

Using clickpath diagnostics techniques, we monitored visitors through the web site's main conversion paths during a period when the client expected to see a significant number of conversions. It quickly became apparent that, although the number of visitors responding to calls to action was healthy, many visitors were 'dropping out' of the conversion path at various stages. Furthermore, a significant number of those drop outs were clicking through to the price list section of the web site.

We concluded that the conversion forms were over complex and did not provide sufficient pricing information at the point of conversion. By simplifying the forms and including pricing information specific to the products being ordered, we were able to increase conversion rates by a factor of almost six.