Joliet, IL
Corporate Website
http://www.pfcfitnessequipment.com
GOALS:
- Redesign and deploy an eCommerce website for PFC to market and sell their home, commercial and remanufactured exercise and fitness equipment
- Provide PFC with the ability to create and manage inventory items available online as well as to group them by primary product category, secondary product category, manufacturer, and muscle group
- Give PFC the ability to create and define not only products themselves but also product attributes, product options, shipping options, related products and recommended product upgrades
- Allow website visitors to create an online account with PFC through which they can place and track online orders
- Integrate the UPS API (Application Programming Interface) with the PFC website so as to provide accurate, real-time shipping estimates for products ordered
SOLUTIONS:
disEntropy worked closely with PFC and their integrated marketing firm to design and develop wireframes and design compositions to be used on corporate website. Once approved, these design elements were integrated with disEntropy’s robust, online, content management tools in order to give PFC the ability to update the products, product details, shipping costs, and content on their website in real time. These content management tools also allow PFC to define product categories, shipping methods, shipping costs, manufacturers, muscle groups and automated email messages.
Pay Per Click Advertising Campaign
GOALS:
- Develop and maintain a robust strategy for managing online pay per click (PPC) advertising campaigns for PFC that target more potential customers and audiences
- Utilize the programmatic functionalities of Google and Yahoo Adwords APIs (Application Programming Interfaces) in order to measure, adjust and re-measure the effectiveness of PFC’s pay per click campaigns
- Increase click through rates (links presented alongside search engine results on which users click to be brought to an advertiser’s website)
- Increase both the amount and the quality of website traffic to PFC
- Implement conversation tracking tools to more effectively measure keywords and keyword phrases in regards to the number and amount of online sales they generate
SOLUTIONS:
disEntropy started by performing an in-depth analysis of the products and product lines targeted by PFC’s existing pay per click campaign and, based on that, presented a list of recommended changes. These changes had the goal of increasing click through rates and website traffic while decreasing advertising spend and costs. The benefits seen here by PFC spurred them to then increase the size of their online advertising budget substantially in order to gain an even greater share of the fitness and exercise equipment market as the number and amount of their online sales continues to increase through the careful, ongoing measurement and adjustment of targeted pay per click keywords and keyword phrases.
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