Cheques Now
Case Study Business – Cheques Now
Contact – Jon Gilchrist
Telephone – 1 (866) 760-2661
eMail – orders@chqs.ca
$4,382.62 to $29,500
Introduction
Cheques Now offers cheque printing solutions to businesses (and individuals) in need of laser cheques and/or manual cheques.
Their unique selling proposition (USP) is that they offer MORE for less (25% more) AND print cheques that exceed Canadian Payments Association (CPA) regulations (Thermo-chromic Ink).
When it comes to working with a true internet marketing firm there are essentially 2 core concepts a firm will focus on:
1). TRAFFIC
and
2). CONVERSION
Most sites are NOT set up to track conversions. This means our initial efforts focus on improving traffic while coding a site to effectively track conversions through advanced Google Analytics funnels and goals.
TRAFFIC
For Local Trifecta Internet Marketing “traffic” essentially incorporates any and all opportunities to increase the traffic to a site. The 3 fundamental building blocks of traffic include:
Search Engine Optimization (SEO)
Pay Per Click Advertising (PPC) also known as Search Engine Marketing (SEM)
Local Maps
Search Engine Optimization
SEO includes elements such as video SEO, social media, and reputation management. At Local Trifecta Internet Marketing we assess each component and find opportunities to strengthen a web site’s performance in the search engine results page (SERP).
We track keyword performance in Google Canada, Yahoo Canada, and Bing Canada, although the graph below only represents Google Canada since almost 80% of Canadians use Google CA as their default search engine (Source – http://www.hitwise.com/ca/datacenter/main/dashboard-10557.html)
(Here is a small segment of keywords we track on a weekly basis to measure improvement and performance)
Pay Per Click
PPC is a critical tool for internet marketers. A campaign set up correctly will not only drive qualified traffic to a business but even more importantly validate or identify SEO opportunities based on phrase and exact match keyword phrases. This intelligence can then be applied to SEO and Map initiatives and dramatically improve the quality of traffic.
It should be noted that PPC can also be utilized to track and measure conversions. This means for us at Local Trifecta Internet Marketing we optimize a clients site on the best CONVERTING phrase(s) rather than the highest CLICK traffic.
Every element of what we do is based on tangible DATA and measured and tracked to demonstrate improved performance.
Maps
Local maps are starting to dominate the search engine results page. This is a direct result of HOW people search. Google has indicated 20% of searches on GOOGLE are related to location. With over 50 MILLION Places Pages and only 4 MILLION claimed this means 92% of businesses have NOT claimed their business listing. (Source – https://sites.google.com/a/pressatgoogle.com/googleplaces/metrics)
With over 10 BILLION searches PER MONTH and 20% of searches related to location that means there are over 2 BILLION searches per month that could/would trigger a MAP result! (Source – http://www.comscore.com/Press_Events/Press_Releases/2011/3/comScore_Releases_February_2011_U.S._Search_Engine_Rankings)
Claiming a “Places Page” is only the start of Map Optimization. At Local Trifecta we have extensive Map optimization experience. Once we optimize a profile we can also track and measure a maps performance –
As our name implies Local “Tri (3) – Fecta” focuses on these 3 elements of traffic to improve a sites performance (SEO, PPC, and MAP). For Cheques Now these improvements above resulted in a 77% INCREASE in traffic to the site!
CONVERSION
Tracking conversion is at the core of everything we do at Local Trifecta Internet Marketing. It is how we demonstrate our value to our clients on an ongoing basis. It is truly the lifeblood of the businesses we work with (after all if we can’t demonstrate our value and impact the bottom line why keep us around!?)
Cheques Now has multiple steps to their ordering process … this meant we needed to set up advanced funnels and goal to understand exactly HOW this order process was impacting the ability of a visitor to “convert” into a client.
We were able to provide detailed data on HOW and WHERE there were opportunities to make immediate improvements to the conversion of the site. This resulted in an increased sales rate of 573.11%! That isn’t a very tangible number … what this meant for Cheques Now is that revenue went from $4,382.62 to $29,500.
