When consumers reign in their spending, B2C marketers have to fight harder for those dollars. In 2009, we featured several case studies and how-to articles that demonstrated creative ways to boost conversion rates and connect with customers in emerging channels.

Here are five highlights from the past year, which offer practical tips on:
o Appealing to cost-conscious consumers while lowering your own expenses
o Achieving tangible results from mobile and social media campaigns
o Making the most of affiliate relationships
o Repeating the success of a promotional offer


Article #1. Adding Inexpensive Shipping Lifts Conversions, Lowers Costs: 5 Steps

This case study highlights how to make recessionary spending work to your advantage. See how an online fragrance retailer enticed price-conscious consumers to select a new, low-cost shipping offering. The option lowered the retailer’s shipping costs 33% while increasing conversions 14.6%.

http://www.marketingsherpa.com/article.php?ident=31274

Article #2. Twitter 'Teaser' Campaign Supports One-Day Sale: 5 Steps to a 4% Conversion from Tweets

Even in today’s social-centric marketplace, showing real returns from social media outreach is not an easy feat. See how an online t-shirt retailer used Twitter to launch a major sales event, encouraging a viral effect that helped break the company’s record for single-day sales.

http://www.marketingsherpa.com/article.php?ident=31471

Article #3. Follow BMW’s Mobile Campaign to Get 30% Conversion Rate: 5 Steps

Consumers continue to integrate mobile technology into their lives, which means marketers should also test the channel. In this case study, you’ll see how the German automaker tested a mobile campaign that achieved a 30.31% conversion rate, avoiding high costs without losing direct response impact.

http://www.marketingsherpa.com/article.php?ident=31164

Article #4. New Commissions, Landing Page Tests Power Affiliate Success: 5 Steps to Triple Sales

A successful affiliate program takes more than just high commissions. This case study highlights a team of software marketers who tripled sales of a target item, showing how a proven product and an optimized landing page can be a great way to get more from the channel.

http://www.marketingsherpa.com/article.php?ident=31361

Article #5. Promotion Highlights Top Membership Tier: 8 Steps to get 70% of Customers into Long-Term Subs

Here’s a great case study for marketers looking to extend the impact of a successful campaign. See how one marketer drove membership sales through a promotional gift, encouraging 70% of customers to choose two-year subscriptions. They then repeated the gift offer several months after launch, doubling conversions for an entire week.

http://www.marketingsherpa.com/article.php?ident=31345