Sewell Direct

Traffic increases 30% through feed optimization and product categorization

Sewell Direct

"With SingleFeed, we pay a fraction of what we would pay an employee and we don't run the same risks that come with staffing more people to manage this program. SingleFeed keeps our feeds up to the ongoing standards for each engine."

Background

Sewell Direct sells computer hardware and accessories with a focus on hard-to-find adapters, such as ones that allow people to connect their computer to their TV. Sewell Direct focuses on direct sales to end users while earning a significant portion of its revenue from large businesses and government entities.

The Dilemma

Sewell Direct came to SingleFeed after having been on the shopping engines for more than a year. Their team previously managed their shopping engine feeds on their own and they were unable to keep up with the frequency of updates that were necessary to ensure the accuracy of their listed prices and product availability on those engines. "We just didn't have the time to train an employee on all of the nuances of the comparison shopping program," says Preston Wily of Sewell Direct. "It's a pain to manage a bunch of different product feeds - it's like playing 'whack-a-mole.' You'll finally have all of them working well and then one CSE partner will come along and change something that causes everything to break," Wily describes.

The Results

During Sewell Direct's early days, a large percentage of traffic was driven by their Google AdWords pay-per-click program or organic search listings. "One thing we have always tried to avoid is a 'single-point of failure' - basically, a shift in Google's algorithm or an influx of competitors to AdWords would threaten our business," Preston further explains. SingleFeed helps merchants avoid putting all of their eggs in one basket by adding more shopping engine clicks to their marketing mix. Preston shares, "We recognized that comparison shopping engines are a great alternative source of traffic and we quickly tested out a handful of them. A few of them worked out and a few were less fruitful." Sewell Direct's experience isn't unusual, as results on a particular shopping engine can vary from segment to segment and merchant to merchant. Ultimately, Preston was able to easily determine which engines worked and which ones didn't thanks to SingleFeed's easy-to-use solution and comprehensive analytics. When asked what his main goals are for using the shopping engines, Preston is quick to share: "I have the same goals every Internet retailer has - to make more money."

"I like SingleFeed because we pay a fraction of what we would pay an employee and we don't run the same risks that come with staffing more people to manage this program. We are also spared from having to keep up with changes to feed requirements since SingleFeed keeps our feeds up to the ongoing standards for each engine," explains Preston. "If we did take the time and spend the money to [train an employee for these responsibilities], we run the risk of knowledge loss and opportunity costs if that person were to leave the company in the future."

Since getting started with SingleFeed in 2008, Sewell Direct has increased its traffic from the comparison shopping engines by approximately 30% while experiencing very little attrition from other acquisition channels. Preston credits a significant amount of this performance improvement to SingleFeed's ability to categorize Sewell Direct's products for them. "We have thousands of products and we never had the time to thoroughly categorize everything," Preston reveals.