Page 96 - DMGT505_MANAGEMENT_INFORMATION_SYSTEM

Unit 5: Business Hardware Software and IT Infrastructure

Self Assessment Notes

Fill in the blanks:
15. ............................... refers to programs that help people work together collectively while
located remotely from each other.

16. In ............................... interactions the main function of the participants’ relationship is to
alter a collaboration entity (i.e., the converse of transactional).



Case Study Online Store Sales Success

Overview of Our Client’s Strategy
Our client had an online store. They were spending $15,000 each month on pay per click
advertising. This resulted in about $225,000 per month in sales. They didn’t know which
clicks were leading to sales because they didn’t track the clicks. There rankings in the
natural listings was minimal because they hadn’t done keyword research on what visitors
were using to try to find a site like theirs. They weren’t able to quantify results because
their web statistics program only showed very general traffic information. They were
also doing a an irregular email newsletter even though they had more than 32,000 emails
in their database.

Analysis of the Situation
In the natural listings we suspected they were being penalized by the search engines for
duplicate content. The search engines frown on this because they feel this is trying to fool
them. Google will often give a site like this something called “Supplemental Results”,
which means that the search engines know the page exists but doesn’t have any content in
their database. We also suspected their email newsletter was being blocked by many
spam blockers because the names of the products they sold were often on used in spam
emails.
Implementation of a Solution
For the pay per click advertising we started tracking the clicks down to the individual
terms and the actual results that came from them. We were able to delete terms that were
not getting enough sales and increase the bids on ones that brought sales. For the natural
listings we did keyword research and focused on the main keywords on the content for the
home page and in the META tags. We also found that visitors search on product names
rather than manufacturers, so in the Title tag for the page we switched and put the product
name before the manufacturer. With the newsletter, we used a good mix of graphics and
content to appease the spam blockers, as well as put the product names in graphics so they
wouldn’t be blocked. In order to analyze of the site’s traffic, we implemented a powerful
web statistics program.
Results of Our Work
Through our tactics, our client was able to move up to #4 on Google for their main search
term, which got a lot of traffic. With pay per click, they went from $.62 per click to $.43.
They decrease their budget to $10,000 per month, yet was able to increase their traffic by
33 percent. Through our optimization of their pay per click, their cost per conversion to
sale decreased by at least 45 per cent.
Contd...

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