ChoiceShirts
The Challenge:
As the largest online retailer of printed shirts, items from ChoiceShirts have appeared on “Saturday Night Live”, “ER” and are worn by thousands of customers worldwide. But with competition growing at an exponential rate, ChoiceShirts needed help maintaining their industry leadership position while combating the pressures of their increasingly competitive marketplace. And they needed some help generating interest in their wholesale site as well. They asked Oneupweb to help with the following:
- Expand sales in the face of new competition.
- Integrate online marketing into the mix while maintaining ChoiceShirts’ consistently good overall ROI.
- Increase the awareness of proworldinc.com as a leading resource for iron-on transfers, and direct those searching for iron-on providers to the wholesale site.
- Lower the cost per acquisition (CPA) on www.proworldinc.com.
The Tactics:
Oneupweb recommended an intensive natural search engine optimization (SEO) campaign and more effective pay per click (PPC) promotions during targeted, non-peak holiday sales periods. They also consulted with ChoiceShirts on a redesign of their website that gave it a fresh look, improved usability and helped to assure the site was structured for optimum results from search engines.
The Results:
- Monthly unique visitors to the ChoiceShirts site grew 33 percent from December of 2005 to December of 2006. Natural search experienced a 22 percent increase and paid search generated a 39 percent increase in unique visits during this same time.
- ROI for the first six months of 2007 was up 8 percent over the same period in 2006, and continues to improve even as competition has grown.
- Natural traffic to www.proworldinc.com rose four-fold in the first month alone.
- From January 2007 to January 2008, ROI increased by 20 percent and CPA has been reduced by 26 percent.
