Results

Women's Health

Situation

• A women’s health care company engaged Unreal to increase awareness and drive traffic to their site to promote its primary product.
• The women’s health category is highly competitive. The client was receiving negligible traffic from organic search and very few conversions due to poor site design.
• Over the course of this test, the campaign objective shifted from a brand initiative (driving traffic to their website) to a cost-effective CPA initiative.

Approach

• The first step was to create a website with increased functionality, improved aesthetics and user-friendly navigation – optimized for SEO in order to yield better rankings for key terms while providing umbrella support to all other online marketing efforts.
• The next step was to layer in a Paid Listings Program as part of a multiple listing methodology. We initially launched on the major search engines (Google and Yahoo!) and later expanded to the second tier engines.

Campaign Results

• The new site has a more intuitive and simple user navigation: the number of primary navigation links were reduced from 15 to 8.
• Improved messaging: “It’s good to know…” ties in better with the brand philosophy of empowering women with knowledge about their health.
• Generated an average of 122 coupon downloads per week, while optimizing Cost per Download from a baseline of $47.28 to $15.1 – a 68% improvement.
• Additionally, increased average length of visit from a baseline of 10 seconds to 30 seconds – a 200% increase.