Other projects with this client:
Client: Dave and Adam's Card World
DACardWorld.com is the company's primary e-commerce website and one of the most successful for the entire industry. I worked for Dave and Adam's Card World for 2 years in Buffalo, NY as their marketing manager. I was responsible for producing all of their marketing materials including print and online media. I was also heavily involved in the production of various other marketing campaigns including television, radio, and newspaper advertisements.
One of the most significant things I accomplished there was to establish their pay-per-click campaigns on the top three online advertisers: Google AdWords, Yahoo! Search Marketing, & MSN Adcenter. Over the course of a year, I was able to increase the revenue generated from online paid advertising over 10 fold while keeping the ROI consistent. These returns have proven to be long lasting, well beyond my departure.
One of the great opportunities I had the fortune of recognizing was their enormous web traffic. Combined with the incredibly detailed data provided by Google Analytics, I was able to develop reports that highlighted extremely granular trends. We were able to use the data to make quantifiable featured product and page layout recommendations.
Another activity which I found terribly interesting was testing slight variances in graphic and copy design in order to discover the most effective combination for the purpose of driving traffic. At the time, I was monitoring tenths of a percent changes in CTR (click through rate). I found dramatic results including the fact that by adding a graphical call to action (ex: "click here") on a web banner, CTR increases could be seen up to 3 or 4%. Capitalizing your URL link (ex: www.DaveAndAdamsStore.com) increased CTR by another couple percent.
In hindsight, this experience was invaluable to me as it has helped shape the way I approach every project, and is especially applicable to e-commerce applications.