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Case Studies: 1400 and counting...

Case Study #CS23012:

How to Sell More Online Ads and Please Partners: Kelley Blue Book Uses Site Metrics to Raise Profits

Summary: We have already had a bunch of reprint requests for this article since it came out on Tuesday. Seems like everyone wants to share it with their own private newsletter. Here is the scoop: late last year Kelley Blue Book, which is the most popular site for millions of US car buyers to use for research prior to their purchase, conducted a unique visitor metrics measurement test to learn where people were clicking and scrolling. The results were shocking. Big surprises. Hear all about them and how Kelley Blue Book was able to grow profits from data: continue...
Posted: Jun 18, 2002
Case Study #CS23009:

Daily Biz Email Catches 10% Free-to-Paid Conversion: The Story of The Wave

Summary: Check out this Case Study to learn how the editors of The Wave, a free daily email newsletter for the seafood industry, got a solid 10% of their thousands of readers to pay between $110-199 for an electronic subscription. Includes some details about their digital rights management (DRM) system and how they handled customer service, as well as a sample of the initial "we're changing to paid" email letter they sent to readers. continue...
Posted: Jun 12, 2002
Case Study #CS23007:

How to Influence CEOs with an Online TV Show (It's Cheaper & More Effective Than You Think)

Summary: Whether you are interested in selling computers online (this Case Study is about a Compaq/Microsoft partnership) or you have ambitions of doing an online event like those Victoria's Secret e-fashion shows, this Case Study is a must-read. You will learn how to appeal to the four different viewer personality types, how to estimate ROI, and how low costs can really go these days. Best quote: "Four years ago if you were reading the phone book on a webcast for three hours, you would have gotten people to watch because it was cool. Now you can't get anyone to watch unless it's absolutely compelling to them. This is where storytelling comes in." continue...
Posted: Jun 11, 2002
Case Study #CS23006:

eretailer Uses Metrics to Grow Sales More Than 100% Year After Year

Summary: Founded by former Olympic skier Jim Holland, BackcountryStore.com started out as a teeny homegrown ecommerce site in 1996 to become a profitable online powerhouse today. The secret behind their success? Well, they did not take any loans or VC money. Instead every marketing campaign had to pay for itself, and metrics rule. Includes data on how a free shipping offer affects sales conversion rates, and what kind of art makes a pop-under really successful. (You might be surprised.) continue...
Posted: Jun 06, 2002
Case Study #CS23002:

How to Keep Sales Flow Predictable by Combining Telemarketing, Direct Mail, Email & Webinars

Summary: Like many tech vendors, where2getit had no problems selling their locator software and other online marketing software during the Internet boom. During those heady days of technology spending, they could basically dial for dollars, knowing that at the end of any month, if they made enough phone calls to their prospects, there would be enough people ready to spend money to make it a good month. Once the economy started to cool, they found that sales were utterly unpredictable from month to month. Hear how they created a multi-channel lead generation and management campaign that smoothed out their sales flow. BTW: If you are involved in creating an email newsletter for marketing purposes, definitely check out this Case Study for a fabulous example of a low-key newsletter that sales prospects love. continue...
Posted: Jun 04, 2002
Case Study #CS23001:

How Verizon Revamped its Site to Garner a Million Consumer Online Registrations

Summary: Maria Malicka recently completed one of the most megalithic site revamps of all time. When telecom giants Bell Atlantic and GTE merged together to found Verizon it was Malicka's job to pull their two separate Web sites together into a single even more effective one. (Can you imagine the potential headaches?) If you work for a very big organization, you will appreciate hearing how Malicka managed this feat while juggling politics and more than 200 legacy systems. On the other hand, if you are a marketer or Web leader involved in revamping a site for a smaller company, and you think your job is tough, read this Case Study! continue...
Posted: May 30, 2002
Case Study #CS22992:

National Geographic and National Public Radio Microsite Landing Pages Increase E-Retail Sales by 40%

Summary: Co-branding deals, wherein a micro-version of your site appears on another more trafficked site, have been hot since the mid '90s. Marketers used to boast about how many deals they closed. Then they started bragging about how they worked with partner sites to get more clicks from their co-brand links. These days the game is not about traffic or clicks. It is about conversions. How do you get all that lovely co-brand driven traffic to actually buy something from you? Interested? Check out this brief Case Study on how eretailer Novica.com increased their co-brand sales from National Geographic and NPR by 40%. continue...
Posted: May 23, 2002
Case Study #CS22977:

How to Revive Old Sales Leads: Give Them a Better Deal and Get Personal

Summary: Robert Singer, who markets SportsLife franchises to would-beentrepreneurs, found himself with a list of 5,000 old, cold salesleads on his hands. Each one of the names had definitely opted-in to get more information from SportsLife, but it had been awhile back. As any good sales rep will tell you, a coldsales lead is practically worthless. continue...
Posted: May 21, 2002
Case Study #CS22976:

How the United Way of Greater Toronto Grows Online Donations

Summary: If you are involved in your organization's Web site design andredesign decisions you will definitely enjoy this Case Study, asthe United Way's Michael Fuhrmann explains how they increaseddonations by revising their home page, twice. (Plus, ofcourse, if you are involved with online fundraising this is amust-read.) continue...
Posted: May 17, 2002
Case Study #CS22973:

Britannica.com Tests Paid Subscriptions Online

Summary: Last summer Britannica.com switched from being a free portal-style site giving away encyclopedia entries, to becoming a paid subscription site.

Want to hear how it all worked out? In this Case Study we outline Britannica.com's subscription sales tactics and results. Most interesting, their recent price test results. continue...
Posted: May 14, 2002

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