John Bryan J.
Aquino
BSBA Financial Management 4-A
Mini Case Study #1: Adding credibility generates a 46% increase in conversion for mattress company.
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
By adding quality to your product, it will ensure your company to continue to create value to
customers and also gives advantage against your competitors. Because of the pandemic, many
businesses shift to the E-commerce, that’s why producing an informative website to market your
product will be helpful in this time were people are now buying products online. People now a day
needs credible information about the products before they consider it to buy. By providing this kind of
information will attract customers to buy your product. Just like what this furniture company did on
their website. Aside from linking a certification of a good quality to their product they also give
customers background about this Green Guard Gold certificate. Through this, the customers have the
idea about the product quality.
How can you help spark ideas for improving your company’s ecommerce efforts?
Aside from providing credible information about your products to your website, it is also
recommendable to improve the visibility of your websites in search engines like Google. A good product
deserved to have a good publicity for them to be able to discover by potential customers. Through
optimizing quality and content within the website will increase online traffic which in turn will benefit
the organization’s business. They must improve their on-page and off-page optimization, to increase the
internal strength for the users and search engine crawlers and improve the promotions of the business
data like website link, description, title which will improve brand reputation.
Mini Case Study #2: Dunkin’ increases gift card sales 300% by quickly tapping into changing customer
motivations
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
In terms of creating value to your customers, it can be shown by giving help and support to
them by doing an act of appreciation. This will create a good relationship between the company and its
customers. Just like what the Dunkin’ did, they send a virtual coffee break in the form of a Dunkin’ e-gift
cards and Dunkin’ would donate $1 for every card purchase at site to help families affected by Covid-19
as a way of company’s appreciation to the frontline heroes. They marketed this concept through online
digital platforms, through which gained good response and reach, Dunkin’ placed their brand in front of
wider audience and helped them to build good brand reputation. It could also tap in new customers and
communicate the message to digital world. Their gift card sales made through restaurants and merchant
website went up by 92%.
How can you help spark ideas for improving your company’s ecommerce efforts?
Business should learn how to adapt to changes in digital technologies and personalize customer
experience will become the winner in the long run. Their idea makes their gift cards system to be more
John Bryan J. Aquino
BSBA Financial Management 4-A
useful than its traditional form and attract more potential customers. To sustain this company’s
increase, they should add some features to the e-gift cards such as giving the users some promotions,
coupons, vouchers and discounts or cash back will attract the current users and new customers to use
gift cards. You must also make your E-gift cards visible by spreading word across all marketing channels,
like displaying E-gift cards to their online stores or websites and make it easy for them to apply and use.
They can also make some specialized gift cards for special occasions which is more effective according to
some studies.
Mini Case Study #3: Home décor company generates $734.40 in sales from “penny campaigns”
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
A company should improve their advertising program which helps them to promote their
business through ads. One of the best example is the Google Adwords which is an online advertising
program developed by Google marketers and advertisers which is used by this case study. This is a paid
platform of Google, through which the organizations can run paid ad campaigns based on your business
goals and needs. By running ad campaigns, the company can deliver the right message about the
products and services to the audience. The advertising platform will provide the contents and ads
options which would be best match for the consumer interest. While running an ad campaign online, the
organization has full control over the budget.
How can you help spark ideas for improving your company’s ecommerce efforts?
A company should not only focus on one kind of promotions, they should also invest to different
kinds of promotion to broaden their market. You should engage your business to different types of ads
campaigns such as Search Campaigns or Text Ads, Display Campaign or Image Ads, Video Campaigns that
appears on Youtube, Universal App Campaign which are ads for mobile apps, Shoppin Campaigns, and
LocaL Campaign or Local results ads which appear in the Google Maps. Promotion is a key element in
putting across the benefits of your product or service to the customers. Well-designed marketing and
promotional strategies ensure long-term success, bring in more customers and ensure profitability for
businesses.
Mini Case Study #4: Vegan blog grows traffic to 50,000 monthly visits with more diverse SEO outreach
strategy
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
One should have an effective website optimization such as backlinks. A backlink is a hyperlink
from an external source that points directly to your website or webpage. Backlinks are essential for
online store owner or any e-commerce platform because it will help you to boost your traffic to your
website, maintain and attract organic traffic to their store. Building a quality backlinks are time
John Bryan J. Aquino
BSBA Financial Management 4-A
consuming and takes expertise but the results are beneficial to your company and to the customers as it
provides convenience and value to customers.
How can you help spark ideas for improving your company’s ecommerce efforts?
They should improve their SEO performance, by fixing broken links which is the fastest way to
score high-value backlinks. Another is by writing guest post, by authoring a guest blog post or two. Also
use social media to your advantage, in which your social media platforms should already link to your
website. Next is to write free testimonials, which is one of the easiest ways to rack up backlinks is to
write testimonials for products your using. And lastly, promote your best contents because you can’t
expect backlinks to organically arise without a little nudge.
Mini Case Study #5: Footwear store increases conversion 21.5% with clearer communication on
website
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
Because of the pandemic, customers have built a behavior of online shopping. That’s why
company’s customer service and quality of service is important because it will play the key in long run.
Kuru Footwears who’s selling men and women shoes in which they promise a world’s most comfortable
and superior support to their customers. During the pandemic time, Kuru Footwear increased its
conversion with clearer communication on website. They overcome the effect of pandemic by providing
a high customer service and ease of experience by offering free shipping, free exchange and returns.
Although these message was already on their website in various places, their company’s digital
marketing and web development team rearranged it by exploring options to insert these messages
where customer visibility is more in the website.
How can you help spark ideas for improving your company’s ecommerce efforts?
The best thing is, to provide a customer service message to the customers that will gives
assurance to the customers that no matter happen, even there is a pandemic happening you can
provide customer support to them. These measures will help every company to market online channels
in the right manner and possibly increase their sales and brand reputation even during pandemic times.
And also they should increase compensation for those customers who have problem about their
products or transactions. They should satisfy every customer’s problem by providing some
compensation such as freebies in case of defects on the items they receive or discounts or vouchers for
their next order, this kinds of motivation will create a loyal customers.
Mini Case Study #6: Facebook Live show quadruples online orders for gourmet deli and marketplace
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
John Bryan J. Aquino
BSBA Financial Management 4-A
Creating value for the customers are not only exclusives for big companies but also for small and
medium businesses. The willingness of a business person to provide products and services to their
customers is their key to be successful on their business amidst different changes brought by society
such as the COVID-19. Having a flexible mindset at all points especially on e-commerce journey is
important because a business that can adapt to change, who’s adopt digital technologies and
personalize customer experience will become the winner in the long run. Just like what Volpatt did to his
business, he continues engaging with customers and launched a Facebook Live cooking show. Volpatt
cooked and showcased wines for fans along with other products that the market sells, encouraging
viewers to buy them online. He also saved her Facebook broadcast to repost it to different social media
platforms.
How can you help spark ideas for improving your company’s ecommerce efforts?
By improving companies social media marketing on promoting their business using social media
networking sites to reach potential targeted customers. Some of the most popular social networking
sites that can be use are, Facbebook , Instagram, Linkedin, Twitter, Pinterest and Snapchat. Social media
channels have both organic and paid ways to promote the products and services. By using social media,
the companies can communicate to their targeted audience without paying anything and increase their
reputation and brand name.
Mini Case Study #7: Retail company increases revenue 311% with website redesign
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
Many people now are engaged in online shopping and they looking for a business that make
them feel safe and secure about their money that being spent. That’s why businesses should focus
about their websites security features to value their customers. It is hard to buy online because people
are only dependent on what they can only see on the screen that’s why by adding more photos about
your product listing and getting product reviews from your previous customers will help your customers
to decide about their purchases. Through this, your customers will be more confident to buy products
on your business because of the relevant information that you provided.
How can you help spark ideas for improving your company’s ecommerce efforts?
A company should prioritize to build a high conversion rate of their campaign, having a high
conversion rate means your campaign success at getting leads to convert. Marketers should focus first
to their market traffic before making another investment in solving their problem. In case of low
conversion rate which means your campaign was ineffective, then you must figure out why. Take a look
what are the problems existing on your website and find a way how to optimize your campaign. You can
also take a look on your competitors on what they are doing. Then you can start to invest specially on
your PPC or Search Engine Optimization.
John Bryan J. Aquino
BSBA Financial Management 4-A
Mini Case Study #8: 3D models platform increases clickthrough 12% with A/B testing
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
Because of the pandemic, digital marketing is now emerging and now a dynamic field of
marketing. It is now growing at steady pace and all companies have started to adapt it. Competition on
digital marketing such as on websites is emerging that is why companies should ensure that there is a
harmony on every element of their websites. Some test finds out that by lessening the prominent of
your website background and providing more emphasis to your search bar and rest of the page’s user
interface is more successful to increase conversion rate and engagement to your business.
How can you help spark ideas for improving your company’s ecommerce efforts?
Digital sale has shown an upward trend and customer likelihood to buy goods and service
online. Companies should make their website backgrounds a low contrast image which blends with the
rest of the page to perform much better compare to high contrast backgrounds. It is more engaging to
customers to take action and flow to your other internal pages. You can also increase the sizes of the
icons and fonts of your website and make it readable for every user. And lastly, websites also must be
mobile friendly because mobile first experience always matters as it preferred by customers and search
engines.
Mini Case Study #9: Automating organic Pinterest postings generates $56,000 per month for women’s
clothing store
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
If your effort on promoting your products and services is not working then there’s a problem on
it. That’s why a company should make sure that their promotions reach their customers by using a test,
learn and evolve system on their idea. Through this they can improve their promotion and become more
visible to their target customers. They can use other platform or different apps to upgrade their product
promotion. Just like what they did, they Link their Pinterest page to Shopify and activate the products
they want to sell on Pinterest. Since Pinterest launching a new app with Shopify merchants can now
have a quick way to upload catalogs to Pinterest and turn their product into shoppable product pins, in
just few clicks.
How can you help spark ideas for improving your company’s ecommerce efforts?
Since their idea of installing Shopify plugin to automatically push product images to Pinterest
become successful. Companies who also have a very visual product can do it. It will enable them to
reach potential customers specially those people who are already audience of Pinterest. Since, Pinterest
is an international image sharing and social media service designed to enable saving and discovery of
John Bryan J. Aquino
BSBA Financial Management 4-A
information on the Internet using images, and on smaller scale, animated GIFs and videos, in the form of
pin boards. It is now easy for companies to reach customers in global scale.
Mini Case Study #10: Female wellness product overcomes ad ban with SEO-focused content creation
and attracts 9,248 organic visitors in latest month
How do you ensure that your companies can continue to create value for customers in this changed
world? Ecommerce can play a critical role.
Because of large competition on the market, many businesses are willing to do anything just to
eliminate others. That’ why a company should implement strategy that would build their brand long-
term so that even they turn off the investment, it could still bring in value to their customers. The
company’s primary content focus should not on the promotion of product, but instead helping the
target audience to get what they need by indentifying the needs of your target customers like making a
list of products that they need, and identifying the type of information to help them. Through this, you
are building the trust of your customers to you and to your products which leads them to buy your
products.
How can you help spark ideas for improving your company’s ecommerce efforts?
A business must be always Customer first, Content second, and Profit last. A company should
prioritize their customer if they do this successfully everything will follow. Building the trust of their
customers and make them able to find value to your company is great thing for a business. Second is to
create a content that adds value to them and their lives like providing e-books or web articles to their
customers to help them solve their problem and to ease their health problems specially, if you are
offering a health products. Establishing this kind of company or business and customer relationship will
ensure your advantage against competitors.
