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Client Case Study :: Perfect Fry
Background Perfect Fry is a public company that manufactures and distributes countertop deep fryers. The company has been in business since 1986 and has sales world wide. In 2002, the company had revenues over $3.6 million, a substantial increase over revenues in 2001 of $2.5 million. The majority of this increase was from USA sales (up 55%) and International sales (up 48%). Net earnings in 2002 were $367,000. The distinguishing features of their fryers include:
The website for Perfect Fry is located at www.perfectfry.com. Strategy In the fall of 2001, Perfect Fry embarked on an aggressive marketing strategy including a goal to increase sales leads from their website. To do this they engaged Anduro Marketing to re-design their website, research keywords with high performance potential, and optimize the website for search engines. Channel Comparison Perfect Fry has been tracking conversion rates from Magazine Ads, Trade Shows and website leads for the last five years. The following chart outlines the data that they have collected. Clearly, trade shows have generated the most leads and magazine ads the most sales. But what is interesting is that the high conversion rate is with leads from the website. (Data used with permission)
Conclusion As shown in this case study, it is possible to use a website to generate leads and sell products. Of course, not every product will sell well over the Internet but Perfect Fry has demonstrated excellent conversion rates with a sellable product and a comprehensive Internet Marketing Strategy. |
A question that we frequently get asked is: "What is the conversion rate of website leads into sales?" The answer, as we will discover in this edition of our newsletter, is that conversion rates from a website can be nearly 10%.