Case Study(s) relating to Consumer Electronics

Summary: Shopping in the information age is an informed experience. Consumers want information about your products, regardless of who is supplying the info. Is it better to have them come to your branded site to research -- or to go somewhere else?

See how the marketing team for a high-end kitchen appliance manufacturer gave customers more information and interactive tools to build their dream kitchens. They’ve seen traffic increase 20% and online leads surge 270%. continue...

Summary: Running a multivariate test on banner advertising -- instead of relying on industry research -- can prove to be a valuable optimization practice before launching a campaign.

See how a wireless telephone provider tested 36 ad combinations to lift clickthroughs more than 50%. Includes tests on banner ad size, copy and creative ... plus results. continue...

Summary: When you’ve centered your marketing efforts on men for years and you suddenly realize they’re no longer your customer majority, it certainly will take time and testing to reposition the brand to suit both genders.

Discover how Sony Electronics opted to go beyond segmenting existing customers in favor of attracting women at a grass-roots level. Includes how-to tips, lots of creative samples and results data: continue...

Summary: Search engines and shopping comparison sites such as Shopping.com and BizRate are fabulous for price-sensitive consumers. But, what if you're the marketer for a site with higher-published prices than the competition's? It's a huge challenge for authorized resellers of products such as consumer electronics, because they are bound contractually not to advertise ultra-low pricing. We met a clever marketer at Car Toys who invented two landing page gizmos that turn shoppers into buyers, despite higher published prices. Learn more: continue...

Summary: Sites that serve many masters -- ecommerce, customer service, offline retailers, warranty registration, market research -- usually suck. Too many goals equals too much mess. Consumers get fed up and leave. But somehow Dirt Devil's site pulls it off, achieving a remarkable 5-18% sales conversion rate. Discover how Dirt Devil's online team turned a terrible site into one you should steal ideas from. Plus, get the results of their tests along the way (including what happens when you *stop* requiring phone and email on your cart order form): continue...

Summary: Kodak has been reluctant to embrace online ads, so when they finally give the go ahead to their agency, it was with a very small budget. So the creative director had to get, well, creative.

This quick inspirational Case Study includes design tips for landing pages that are more powerful than sending consumers to a product home page: continue...

Summary: If you enjoy before-and-after site Web design screenshots, you'll love this Case Study. Hear how an as-seen-on-TV product tested ideas in email and Web to get more online sales.

Includes useful tips on where and when to mention your cross-sale and up-sale offers to Web customers. (Hint: not until after they've entered payment information in your cart for their initial purchase.) continue...

Summary: Blogging is a red-hot subject, but until now we haven't been able to find data from a mainstream marketer who'd tested it. So, this is a very rare Case Study indeed.

Includes tips on how to recruit bloggers to evangelize your offering, and some fun screen-shots of Nokia's results. Enjoy. continue...

Summary: If you work for a cataloguer with a Web site, or any other retailer marketing through more than channel, you will want to read this Case Study right away.

We were fascinated to learn how PC Mall uses database marketing to figure out which media contribute to each sale (even if the buyer was 'touched' by more than one campaign at about the same time). Also, check out marketer Alan Paggao's tactic to "slam" pay-per-click sales records against his database to imporve ROI. continue...

Summary: When Palm launched their latest handheld this January, the product was six months behind schedule. Rather than using their tried-and-true launch tactics, they decided to test a completely new idea -- 100% online launch campaign. This Case Study includes lots of creative samples to inspire you. Also, if you are a database-driven marketer, or a direct response specialist, you will definitely find it worth your while. Last but not least - eretailers (and your inbound call center) will want to learn the results from Palm's email direct offer tests. continue...