Download Figleaves Uncovers Customer Acquisition Strategy with Yahoo

Figleaves Uncovers Customer Acquisition
Strategy with Yahoo! Search Marketing
figleaves.co.uk
Figleaves, Europe’s most popular lingerie site, uses Yahoo!
Search Marketing to target potential customers at the very
moment they are actively searching for lingerie online.
Company Background
First launched in the UK in 1998,
Figleaves is the most visited lingerie
site in Europe, selling the widest range
of intimate apparel on the Web. With
160 brands ranging from D&G and
Moschino to Gossard and Playtex,
Figleaves boasts over 350,000
customers in 66 countries.
Attracting More Customers
Customer acquisition and retention
have always been the main objectives
of Figleaves’ web site. In 2002, the
company decided to conduct a
search marketing campaign with
Yahoo! Search Marketing to aid its
customer acquisition programme,
driving prequalified leads and new
prospects to www.figleaves.com.
Bidding on 250 keywords to start
with, Figleaves wanted to attract as
many customers as possible —
including those who knew specifically
what they wanted (searching on terms
like ‘Wonderbra’) and those who were
less certain (for example, searching
for ‘lingerie’).
Managing the Campaign
Figleaves now bids on over 6,000
keywords and uses Yahoo! Search
Marketing’s online account
management system to optimise its
search marketing campaign. Yahoo!
Search Marketing is the most
user-friendly of all the search
marketing providers,” comments
Claire White at Figleaves.
Yahoo! Search Marketing’s Auto
Bidding tool allows Figleaves to set the
maximum price it is willing to pay for a
click-through and adjust the
cost-per-click to get the best price
available. Figleaves pays only £0.01
more than the maximum bid (‘Max
Bid’) of the next highest competitor
without exceeding its own Max Bid.
Results
The search marketing campaign
with Yahoo! Search Marketing is
deemed so valuable to Figleaves that
it is now an integral part of the
marketing strategy, running 365 days
a year. With Yahoo! Search Marketing
consistently allowing Figleaves to
reach its cost-per-acquisition targets,
Claire sums it up saying, “Yahoo!
Search Marketing provides new
customers with higher conversion
rates and better click-through rates
than any other sales medium.”
“Leads from Yahoo! Search Marketing
convert twice as well as those from other
forms of online advertising such as banners
and logo links.”
“With Yahoo! Search Marketing, you know
exactly what’s working — it’s completely
transparent.”
“Auto Bidding is a really useful bid
management tool to save time and keep
costs at a sensible level. Now, if more people
suddenly bid on a particular keyword (a
new brand, for example), we don’t need to
continuously update our bids and are sure
we’re not paying more than we should.”
—Claire White, Marketing Services Manager,
Figleaves
*Nielsen//NetRatings March 2005