Davidsons Liquors in Highlands Ranch has been our client since 2013 when they initially hired us to perform market research for them. Eventually, we helped them develop a new brand identity which included building a new website. In the years since we have periodically released case studies on our progress with their website, email marketing and PPC campaigns. Now that the website has been operating successfully for several years, this case study will look at the year over year results of 2015 versus 2016.
Website Performance 2015 vs. 2016
Often when comparing website performance for a client, a marketing agency has to compare their results to another agencies’ website which is often not an apples-to-apples comparison. No two sites are built in the same way nor do they have the same goals, so it’s not always possible to make an equitable comparison. This year, however, because we are assessing our own site against our own site we can have an accurate accounting of Davidsons’ website performance based on marketing efforts.
Website Performance Core Metrics
First and foremost, the website traffic or the number of visitors who come to the site is an important metric for performance. Davidsons’ total traffic increased 15.5% year over year. That’s a nice bump, but what’s even better is that organic search itself had a 22.15% in traffic.
The organic search increase from search engine optimization was powered by a site that is well built, has the depth of information, is well tagged, and has a Google-friendly SSL certificate. These are all things Google looks for and when a site is properly built and maintained, organic search increases
Organic Search Performance.
In 2015, 62.32% of search traffic coming to the site was from organic searches. In 2016, it was 66% of total website traffic. Just a three-point increase, but overall, 66% coming from organic means that not only did the total volume increase but the share of traffic as well because the site has been well optimized.
How did we achieve these kinds of organic search results? We did extensive site tagging on 16,000 products. We do ongoing link building, and we were successful at securing a media placement for Davidsons Liquors.
Increase in Total Transactions.
Of course, the bottom line is what matters to the client. Total transactions increased 25% year over year, and the transactions related to organic search increased 26.12%. The total sales on the website increased 39.5% year over year.
Market Watch Wine Spectator featured Davidsons in an article about Argentinian Wines, drawing on their wine buying expertise.
Paid Search Campaign.
We have also been managing digital marketing PPC campaigns for Davidsons and our work has resulted in a 431% return on investment.
In 2015 we did a traditional search ad campaign, but in 2016 we began a Google shopping campaign. The Google shopping campaign shows search results that include a photo of the product the user searched for and a way to click right to the product page on the site where it is offered. The ad also gives the price and basic product information which the path to purchase much easier for the consumer.
FiG made over 5,000 products available to purchase through this Google Shopping PPC campaign, which makes it a very robust shopper interface. The result is Davidsons received twice as many clicks, 2.5 times as many transactions and shoppers spent four times as much. Our retail store PPC campaign garnered more transactions and higher dollar value transactions.
January 2017 versus January 2016.
January is typically a slow month in liquor sales, but 2017 is off to a great start. Comparing January 2017 sales to January 2016 sales, Davidsons online sales are up 44.96% year over year. Their organic search is up 24% year over year.
Your website can be a money-making machine. You can get more sales, more leads and higher performance from your website. When you are looking for an ecommerce website, search engine optimization, and high-performing PPC campaigns, FiG can help you get better results from your marketing dollars. Contact us and let’s get started.