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BizReport : Ecommerce archives : January 12, 2010

Focused ad messages boost traffic 18%

With the right messaging good things can happen. That could be the tag line for the latest research from Marketing Sherpa, which shows how a coffee company boosted website traffic by nearly 20% simply by focusing the content of banner and video messages to find the right blend.

by Kristina Knight

Swiss Water Decaffeinated Coffee Company, a chemical-free coffee company, used banner ads and video clips to boost website traffic by 18%, not bad in any economy. Very good in a struggling economy. What started the coffee ground rolling? The company realized their website was underperforming because they were trying to do too much in a small space. The solution? A website redesign that would focus on specific areas.

After researching the market the marketing team began developing three different banners: "awaken", "enjoy" and "relax" along with images describing the coffee. They also developed four video clips featuring female drinkers of their coffee and health information.

By re-purposing some content from the old website into the new and focusing on message the campaign brought about big changes including:

• 19% click through from banner ads to landing pages
• 15% overall traffic lift because of banners
• 112% increase in branded search term traffic
• 18.5% traffic increase to the new website
• 4% to 15% increase is loyalty metrics: page depth, recency and time spent on-site

By focusing the message and using images and video to enhance that message this marketing team was able not only to engage their existing audience but to build their consumer base by boosting website traffic. Marketers in all categories, not just the healthy living/products category, could see similar results by focusing campaigns on specific information and content.

A focused message gives consumers a feeling of security. It also means the consumer will see and hear the same message throughout the online space whether they see five ads, ten or even fifty.

Tags: banner ads, increase traffic, Marketing Sherpa, online advertising, online traffic, Swiss Water Decaffeinated Coffee Company, traffic generation

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