Kefta Dynamic Targeting Helps
MyWeddingFavors Drive Online Sales
My Wedding Favors Converts 65% More Organic Search Traffic With Kefta Dynamic Targeting
SAN FRANCISCO, CA -- June 20 , 2006 – Kefta, the leader in personalized marketing solutions, today announced that My Wedding Favors has increased their conversion 65% by using Kefta's Dynamic Targeting solution. This solution effectively segments and optimizes organic and paid search traffic from Google, MSN, and Yahoo!.
My Wedding Favors, a Yahoo! store that has grown to nearly $6 million in revenue in two years, implemented Kefta's Dynamic Targeting solution in order to provide a targeted and relevant site experience to visitors -- one that is focused on the keyword that brought them to the myweddingfavors.com site. Within weeks, conversion increased as much as 168% for optimized keywords like "unique wedding favors."
"We all know that traffic and conversion are the keys to e-commerce success," said My Wedding Favors CEO Brad Fallon. "And Kefta is our secret weapon for world class conversion improvement. By serving up creatives that focus on individual visitor needs, we've been able to improve overall conversion by 65%. In our business, where a fractional improvement in conversion can mean hundreds of thousands of dollars in sales, Kefta provides an almost unfair competitive advantage."
Background
Founded in January 2004, My Wedding Favors sells directly to the public through myweddingfavors.com. My Wedding Favors currently offers more than 1,000 wedding favors and other wedding accessories in over 25 categories, including bridal shower favors, beach wedding favors, and practical wedding favors.
My Wedding Favors relies heavily on search engines to drive traffic to myweddingfavors.com.
Dynamic Targeting: Organic Search
In January 2006, as My Wedding Favors began to prepare for the critical spring and summer wedding season, they were aware that a treasure trove of information about visitors' needs could be found in the search queries, as well as subsequent visitor behavior on the site.
But My Wedding Favors didn't have the technology in place to capture and leverage this incredibly valuable data. Anyone visiting the My Wedding Favors home page (the default for most organic search traffic) was presented with the same generic content, regardless of what keyword search had brought them to the site. Determined to maximize their conversion rate by catering to each visitor's needs, My Wedding Favors began their partnership with Kefta.
Solution
My Wedding Favors implemented the hosted Kefta Dynamic Targeting solution in under two weeks and began to deliver relevant and targeted content to visitors to myweddingfavors.com. Working closely with Kefta, My Wedding Favors segmented incoming search traffic into nine groups. Each group was based on visitor attributes or product-related features which were derived from search terms and past site behavior. They also defined business algorithms that determined the most relevant experience for each visitor in any situation.
Kefta's technology automatically builds a real-time visitor profile that captures the keyword information passed to them by every search engine to the site, as well as information such as referral source, cookies, connection speed, geographic location, browser type, OS, native language, purchase history, and past and current browsing behavior.
This profile, combined with algorithms unique to My Wedding Favors, triggered the delivery of the most relevant homepage content. My Wedding Favors was rapidly able to test multiple images and copy for each customer segment and identify the best-performing experience for each segment.
Results By using Kefta, My Wedding Favors was able to significantly improve conversion rates. Responding to differing visitors with the most relevant and targeted experience increased overall conversion an unprecedented 65% across all nine optimized segments -- all within a few short weeks. Highlights include:
- 168% lift in conversion for visitors looking for unique wedding favors
- 78% lift in conversion for price sensitive visitors
My Wedding Favors was also able to gather relevant and critical information from specific segments for additional business insight. For example, the company realized that many searchers responded to promotions featuring bridesmaid gifts. With Kefta, My Wedding Favors learned that conversion rates soared when bridesmaid gifts were promoted with fun and sassy content, including a link to the retailer's blog.
About Kefta
Kefta is the leader in personalized marketing solutions. Global brands including GMAC, Palm and Verizon use Kefta Dynamic Targeting to deliver timely, relevant content to site visitors based on their unique online behavior -- immediately boosting conversion, revenues, and customer loyalty. The hosted Kefta service automatically recognizes and responds to the different needs of Web site visitors, delivering relevant and personalized marketing messages in real-time on Web sites, banners, pop-up windows, and emails. Kefta's Dynamic Targeting solution is rapidly implemented, ongoing maintenance is minimal, and results are immediate. Founded in 2000, the company has headquarters in San Francisco, California. For more information, visit http://www.kefta.com.
Contact:
Kefta, Inc.
pr@kefta.com
www.kefta.com