Express Surgical Case Study

Challenges

Express Surgical launched an e-commerce website (www.expresssurgical.com) to take their business online and nationwide. By the end of the first quarter 2007, the website sales were trickling in but well below what was forecasted. Their cost-per-sale far exceeded that of their cost-per-sale offline and they had far from seen a return on investment.

Solutions

Vision House:

• Created messaging reinforcing Sentry's knowledgeable staff and continued exceptional service and maintenance.
• Vision house performed a strategic overhaul of the website including smoother navigation, easier shopping cart and strong incentives (ex: free shipping) and calls-to-action.
• Married highly targeted, keyword-rich, Google Adwords campaigns (pay-per-click) with strategic incentives to make it easy for the customer to "cross the chasm" and to purchase online.

Results

• Express Surgical enjoyed an average of a 26% lead to sale response rate with an average cost-per-sale of $39 compared to their sales rep driven cost-per-sale of $165 and their original online cost-per-sale of $201.
• Express Surgical's online ads via Google Adwords consistently rank within the top three positions and visible almost 95% of all relevant keyword searches.
• Express Surgical's marketing investment of $15,000 and overall project investment of $56,000 (including the website) enjoyed a return on investment of 150% in the second month of project launch and is still enjoying an outstanding ROI.