This document discusses how a company increased their revenue by 154% in the first two months of 2013 by conducting competitive analysis and keyword research. They analyzed their competitors' strategies, sorted keywords by value and risk, and optimized their website and campaigns. As a result, they increased visits by 72%, revenue by 154%, transactions by 124%, average order value by 14%, conversion rate by 28%, and per visitor value by 47%. The document emphasizes the importance of understanding your audience, competitors, and search data to improve performance.

1. Gary Henderson
@GaryLHenderson
@IMDigitalAgency
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

2. Presenting the case on using Competitive Analysis
and Keyword Research to increase revenue
by 154% in the first 2 months of 2013!

3. THE
Backstory

5. 20,000 Dresses in stock

6. 20,000 sq. ft. retail store

7. Large internet presence

11. Make it
Rain

13. Know
Your
Audience

16. Competitors
... and many more.

17. Now Get to Work

22. Sort by Per Visit Value

23. Sort by Revenue

24. 1 word phrases
“dress”
High Cost &
Competition Long Tail SEO
accounts for 70% of searches
2-3 word phrases
“prom dress”
Yields average of
More descriptive phrases
36% conversion
“Sherri Hill Prom Dress”
rate
Low Cost
& Risk
Low Probability High Probability
of Conversion of Conversion

28. Audit Comparison

31. 1/1/2012 - 2/28/2012
107,745 Visits
1/1/2013 - 2/28/2013
185,670 Visits
Increased Visitors 72%

32. 1/1/2012 - 2/28/2012
$143,192.15 Revenue
1/1/2013 - 2/28/2013
$364,520.30 Revenue
Increased Revenue 154%

33. 1/1/2012 - 2/28/2012
447 Transactions
1/1/2013 - 2/28/2013
1,000 Transactions
Increased Transactions 124%

34. 1/1/2012 - 2/28/2012
$320.34 Average Order
Value
1/1/2013 - 2/28/2013
$364.52 Average Order
Value
Increased Average Order Value 14%

35. 1/1/2012 - 2/28/2012
0.41% Conversion
Rate
1/1/2013 - 2/28/2013
0.54% Conversion
Rate
Increased Conversion Rate 28%

36. 1/1/2012 - 2/28/2012
$1.33 Per Visitor Value
1/1/2013 - 2/28/2013
$1.96 Per Visitor Value
Increased Per Visitor Value 47%

40. I’m not telling
you it is going to
be easy, I’m
telling you it’s
going to be
worth it.