LED lighting and fixture distributor EarthLED was having success with Google AdWords and Facebook (News - Alert) ads. Its products were getting in front of customers, and sales were increasing. But, it was time-intensive.
“There was a lot of maintenance involved,” explained EarthLED managing director Mark Costigliola in a recent marketing case study. “Anything we had to pay per click was difficult to manage internally. We could have done it only if we'd hired someone to do it full-time.”
Then he found Lexity.
“As soon as Lexity came around it was something I was interested in,” Costigliola recounted. He needed an easy way to make sense of and simplify his online marketing efforts, and with Lexity he saw his solution.
Lexity simplifies marketing by offering a suite of apps that give real-time feedback and analysis that ecommerce sites can use to refine their offerings and campaigns and drive traffic to products easily.
“What we’re trying to do is really simplify this marketing funnel, if you will, in a very simple way for our merchants,” Lexity CEO Amit Kumar (News - Alert) told TMCnet during a recent interview.
The company currently offers 10 different apps that simplify the marketing equation for small and mid-sized businesses (SMB), from its Pinterest Report app, which tracks a firm’s most pinned products and lays out the competitive landscape on the social networking site, to its Retargeting app, which helps recover lost sales by showing retargeting display ads to visitors who haven’t yet finalized a purchase.
One of its most popular apps is Lexity Live, an app that does real-time visitor tracking on a company’s ecommerce site. This lets an SMB see how customers browse, check out and buy on their site in real time.
“Being an ecommerce store, if you can't see what's going on in your store at any given time, you really don't know what's going on,” Costigliola said in the case study. He used the Lexity apps to get a real-time visualization of what customers were doing on the EarthLED site, and from that he was able to prevent lost sales by identifying bottlenecks. This helped EarthLED increase sales by 27 percent year-over-year, the case study noted.
EarthLED also used the Lexity data to easily gauge the effectiveness of its marketing campaigns by launching and campaign and watching in real-time how his store’s traffic changed.
“I'll post something on Facebook and start seeing people come in from Facebook,” Costigliola said. “It’s an instantaneous reaction to what you're doing, and because it's something we can watch and measure, it's helped us to be a lot more proactive in what we do every day.”
From the marketing insight, EarthLED was able to see a whopping 42 percent increase in unique visitors to the site year-over-year, according to the case study.
Overall, page views were up 54 percent after using Lexity apps. All that with a 95 percent reduction in time spent on marketing and no overall increase in the company’s marketing budget, according to the study.
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Edited by Amanda Ciccatelli