B-to-B Ecommerce

Project Details


  • Online sales have flat-lined for previous 2 years, after 5 years of year-to-year growth
  • Pay-per-Click losing avg. of $4k per month on $17k/mo spend
  • Competitors are taking over organic positions

Project Scope:

  • Evaluate ecommerce system, set up, and avg purchase levels
  • Evaluate online presence and reputation
  • Assess PPC and SEO environment, especially related to competitors
  • Build revenues, but with specific focus on tight margins. Profit is more important that revenue
  • Project included:
    1. Full online environment assessment
    2. Usability and Ecommerce Audit
    3. Sales and profit assessment
    4. Ongoing monthly SEO and PPC improvement campaign


  • Rebuilt Adwords campaign from ground up – tied to SEO
  • Designed environment for increased ad-spend aligning with proven increased profits
  • Added smaller, but profitable set of Bing campaigns to the marketing mix
  • Created and implemented theme-based SEO schema
  • Designed Social Media strategy and assisted in internal placement for Social specialist
  • Launched internal process and cost assessment, helping improve margins by an estimated 5.2%
  • Added additional payment and shipping options to checkout, improving completion by 19%
  • Upgraded analytic tools and implemented custom tracking elements to give improved data on marketing, ad costs, sales, and profits

Cost and Final Results:

  • Project included 2 month discovery, plus ongoing SEO, PPC, and Ecommerce management
  • Total cost (18 months, including 45-day discovery project) $165,600
  • Resulted in estimate $876,000 added profits during project period
  • Estimated additional $3M in profits should be made in two years following campaign wrap-up