While Night Owl SP already had a strong presence in the Home Security Surveillance industry, it was important for the company to increase their direct-to-consumer sales with their online web store. The main objective of this campaign was to increase sales, revenue and overall website traffic. We also wanted to increase the website conversion rate, build the customer database and expand the brand’s Internet exposure.
To meet this goal, we developed a Performance Marketing campaign that focused on the development of a fully managed Affiliate Program. Through the program, we would engage and recruit high performing power affiliates that range from PPC experts, Email Marketers, and Bloggers, along with Coupon, Cash-back and Deal-a-Day websites. The Affiliate Program would also power performance-driven software such as Onsite Offer Modules, Cart Abandonment Technology, and Boost a Sale System, all of which are aimed to increase overall conversion rates and sales.
This campaign was a success for each stated goal and every metric measured since its inception. Beginning in April 2015 through June 2015, overall traffic to the website increased by 50% from the time period in 2014 (221,419 visitors vs. 147,907 visitors). Most importantly, web store revenue increased by 400%, Average Order Value increased by 20% and conversion rate increased by 180%.
When compared to Night Owl’s best performing 3-month sales period, Q4 holiday shopping season, the first 3 months of the affiliate program outperformed that period with 15% increase in overall traffic (221,419 vs. 192,928), revenue increase of 95%, Average Order Value increase of 35% and conversion rate increase of 30%.
Overall, April, May and June 2015 represented the highest revenue months in Night Owl’s web store history. During this time, the Affiliate Program was Night Owl’s highest performing channel (compared to Direct and Google Organic traffic) generating 35% of the revenue, at a conversion rate of 2.5%, which is also the highest of all the channels. In total, there were 625 sales from over 25,000 visitors.