TPS Case Study - Globe Runner · products causing duplicate content issues. Our plan was to clean...
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CASE STUDY Wholesale Pharmacy & Compounding Solutions Total Pharmacy Supply distributes wholesale pharmacy supplies to independent, chain, hospital and long-term care providers. “Our mission is to promote success and happiness for our family of customers, vendors & employees by perfecting the customer experience through world-class distribution & pharmacy services.” -Total Pharmacy Supply Executive Summary Total Pharmacy Supply started with Globe Runner in May of 2013. They had seen modest traffic and revenue through organic and paid campaigns but were flat lining, and ready to take their traffic and revenue performance to the next level. They were an ecommerce site that averaged about 30% of their revenue through online sales. This allowed us to show direct improvement through revenue as well as traffic. Challenges The first challenge was the un-optimized website Globe Runner had to work on. Their website platform was very un-flexible and limited in the amount of customization options. That on top of the fact that CASE STUDY
Transcript of TPS Case Study - Globe Runner · products causing duplicate content issues. Our plan was to clean...
CASE STUDY TITLE
Wholesale Pharmacy & Compounding SolutionsTotalPharmacySupplydistributeswholesalepharmacysuppliestoindependent,chain,hospitalandlong-termcareproviders.
“Our mission is to promote success and happiness for our family of customers, vendors & employees by perfecting the customer experience through world-class distribution & pharmacy services.”
-Total Pharmacy Supply
Executive Summary
TotalPharmacySupplystartedwithGlobeRunnerinMayof2013.Theyhadseenmodesttrafficandrevenuethroughorganicandpaidcampaignsbutwereflatlining,andreadytotaketheirtrafficandrevenueperformancetothenextlevel.Theywereanecommercesitethataveragedabout30%oftheirrevenuethroughonlinesales.Thisallowedustoshowdirectimprovementthroughrevenueaswellastraffic.
Challenges
Thefirstchallengewastheun-optimizedwebsiteGlobeRunnerhadtoworkon.Theirwebsiteplatformwasveryun-flexibleandlimitedintheamountofcustomizationoptions.Thatontopofthefactthat
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bulkeditswerenearlyimpossibleonasitethathadtensofthousandsofproductsmeantwehadourworkcutoutforuswhenitcametoup-frontandongoingoptimizationsforthewebsite.Theirsitealsohadmultipleurl’sforthesameproductscausingduplicatecontentissues.Ourplanwastocleanuptheoverallsitestructuretogetridoftheduplicatecontentaswellasoptimizeallthepagesonthesite,evenifitmeantworkingthroughthemonebyone.
ThesecondchallengewasTotalPharmacySupply’spaidsearchcampaignsonAdwords.Whiletheyhadbeenrunningforaboutayear,thecampaignprofitabilitywasbarelybreakevenmostmonthsandinsomecasestheywereeventlosingmoneyonthecampaigns.
How Globe Runner Helped
GlobeRunnerwentthroughthearduousprocessofanalyzingthewebsiteasawhole.Werestructuredthenavigationmenustogetridofduplicatepagesaswellasimplementedredirectsforpagesthatwereremovedtoensurenolossoftraffic.Wethenbeganworkingthroughonpageupdatesforeverypageonthewebsite.Alongwiththeseongoingupdates,wealsoensuredthatnewqualitycontentwasbeingaddedtothesitethroughtheirblog,builtuptheirsocialprofilesandwereconstantlyonthelookoutforhighlyrelevantlinkopportunitiesfortheirwebsite.
Onthepaidside,wedidacompleteaccountoverhaulandrestructuredtheirexistingcampaigns.Throughsomekeyinsightsand
ongoingoptimization,wewereabletomakeabigimpactontheaccountprofitability.
Organic Results
WhencomparingtheyearpriortoGlobeRunnerwiththemostrecent12months,TPShasseen:
• 52.20%increaseinorganictraffic• 345.13%increaseinorganicrevenue
Theresultswereimpressive.
WhileGlobeRunnerwasabletodrivegreatimprovementstooverallorganictrafficlevels,theincreaseinrevenuefaroutweighedtheincreaseintraffic.Throughpropersiteoptimizationalongwithqualitytargetedcontentandlinkbuilding,GlobeRunnerwasabletodrivebetterconverting,morerelevanttraffictothewebsitewhichleadtothehugeincreaseinrevenue.
Paid Results
WhenrestructuringtheAdwordsaccountforTotalPharmacySupply,GlobeRunnermadetwokeyobservations:
1. WhileTPShadawidevarietyofproductavailable,theywereonlybiddingonahandfulofspecificcategoryterms
2. Someofthekeywordstheywerebiddingonhadveryhighcrossoverwithgeneralconsumesearches.BecauseTPSonlysellstobusinesses,biddingontermslike“medicalscrubs”or“oralsyringes”thathavehighsearchvolumesfromeverdayconsumersmeanttheywerepayingforclickbycustomerswhocouldn’tpurchasefromthemandthereforethrowingawaymoney
TotalPharmacySupplystartedtheircampaignsinQ3of2012.GlobeRunnertookovermanagementoneyearlaterin2013.Thesesmallinsightshadahugeimpactoncampaignprofitability:
• 722%increaseincampaignprofitabilitywhencomparingtheyearofTPSmanagementtothemostrecent12monthsofmanagementbyGlobeRunner.
