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Case Study: Visum

Industry: Software Technology

Situation
Visum, creators of FocalPoint rental software, came to Relevante Marketing with internet marketing problems. Visum didn’t know how many visitors its site was getting, where visitors where coming from, but they knew they weren’t getting much traffic. Also, Visum had unsuccessfully launched pay-per-click advertising campaigns.

Relevante Marketing conducted a thorough evaluation of Visum’s current web site, advertising campaigns, search rankings, and competitors. Then, Relevante Marketing created an affordable, step-by-step plan to overhaul Visum’s internet marketing efforts.

Project Goals

• Install a Web site Tracking System to Measure Web site Data and Usage.
• Increase Success of Pay-Per-Click Advertising Campaigns.
• Increase Web site traffic.
• Generate in-bound sales leads through the internet.

Project Summary
Relevante Marketing started by installing Google Analytics, a free tracking tool to determine web site traffic volume, traffic sources, usage data and many other metrics. Then, Relevante Marketing created and implemented new lead conversion methods. Then, Relevante Marketing overhauled existing pay-per-click campaigns, including the creation of new landing pages, ads, keywords and bids. Then, Relevante Marketing overhauled Visum’s Web site, including migrating all existing content into a more usable format, adding new pages and making content more search-engine friendly. The new Web site will provide the foundation for increased search engine rankings.

Results after 5 months

• Click-through Rate Increased 2100% for Pay-Per-Click Campaigns
• Lead Conversions: 205
• Lead Conversion Rate: 17.2%
• Average Cost Per Lead Conversion: $11.50

Visit Visum's web site for FocalPoint Software.

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