The Client - Nature's Boost

Nature’s Boost is an Australian company dedicated to natural health and well-being.

Nature’s Boost grew from the efforts of its founder, Mike Hecht, to find a remedy for his own knee problems. He joined forces with a team of international researchers who had spent the best part of a decade developing an effective natural treatment. The product that emerged from this collaboration was ArthroClear, which proved so effective that the company was established to distribute it to a rapidly growing number of grateful Arthritis sufferers.

Blueviper Interactive developed a website for Nature's Boost, taking the brand in a new direction and setting a foundation for future branding and re-branding initiatives. The website's online ordering system is linked to a call-centre for a combined online and offline sales strategy.

A strategic, multi-phase Search Engine Marketing (SEM) campaign was also implemented:

Reduce Cost and Increase Profit by 50%
To maximize net profit, Blueviper Interactive Search: 1) eliminated or lowered bidding on keywords that were not delivering profitable sales; 2) tested and refined the creative to increase click-through rates while maximizing conversion rates; and 3) analyzed conversions by time of day and day of week, using automated technology to raise and lower bids based on patterns.

Strategic Keyword Expansion
Search terms that converted well, were expanded to include other relevant, similar terms. Many of these new terms were highly specific and cost less, they became the largest driver of profitable sales. A secondary keyword expansion focused on Nature's Boost products that previously had not been represented.

Media Campaign Expansion
Blueviper Interactive Search began to expand Nature's Boost's reach into new media campaigns, including secondary PPC search engines such as FindWhat.com, paid inclusion programs and shopping engines.

Sales Algorithms
Net profit algorithms helped manage the bid process by taking into account click-through rate, average sales amount, conversion rate and cost of goods sold. This data helped to identify the sweet spot where Nature's Boost's marginal profitability and sales volume worked together to deliver the largest contribution to net income.