What to Do When Online Conversion Rates Have Plateaued?
Bedroom Furniture Discounts, a leading furniture retailer based in New York City, is committed to delivering excellent service to its customers. Over the past two years, the company has experienced a remarkable 3000% growth in sales. Despite the rapid sales growth, they still faced a serious challenge—the company’s online conversion rate had plateaued.
Sara Shikhman, president of Bedroom Furniture Discounts, explained, “Our biggest challenge was that our [search marketing] conversion rate was not going up—it was staying at the same rate for the last two years. Every dollar we were adding to Google AdWords and SEO was just not returning as much as it used to…we were just pumping money into our advertising but it just wasn’t converting as much as it should. Increasing ad spend was not working.”
With resource limitations and ad spend budget close to maxing out, Ms. Shikhman could see the dire need for a different approach.
Keyword Lift, a LivePerson post-click marketing solution specifically designed to increase the conversion rate of search engine traffic, was deployed.
Leveraging Bedroom Furniture Discounts’ AdWords data, Keyword Lift uses a proprietary analytics engine to identify the keywords with the greatest potential to boost ROI. Then, when a visitor is brought to the website through one of these keywords, personalized, keyword-based messaging is delivered at just the right time. Because the AdWords data is continuously analyzed in the background, the system automatically adjusts as the company’s AdWords campaigns change.
With the deployment of Keyword Lift, Bedroom Furniture Discounts showed, as a percentage of total sales, a 57% increase in revenue, a 54% increase in conversion rates, a 28% increase in average order value, and a 53% increase in online sales. With results like these, Ms. Shikhman’s reaction is no surprise: “Keyword Lift is one of the most amazing things that have happened to my company.”
We caught up with Ms. Shikhman at last year's Aspire USA -- see what she has to say about using Keyword Lift to resolve her online conversion rate plateau: