The Goal: Pyramid Technology Services had been in business for more than twenty years and had enjoyed successful selling systems and parts for servers and networking equipment. The company was an early entrant to the online marketplace, but the site contained only a few selected items that were rarely updated and had no e-commerce component. So no actual sales were created online. The goal was to increase the company's online exposure and consummate sales online – especially important since 40% of the company's customers were in Europe and Asia.
The Solution: A robust e-commerce component was added; the inventory of parts was increased to more than 15,000 items; new domain names were established in support of an ambitious AdWords campaign; procedures were set in place for regular pricing updates; ezine articles were published; a blog was set up; a Google gadget was programmed; a second site was mounted offering the same items in a different setting; a Gbase account was established and updated regularly.
The Result: A 25% increase in gross revenues in year one, more than 1,000 items found on the first page of Google organic searches, page views increased 600%; cost per click cut by more than half for PPC campaigns.