When the fitness specialists at TapouT needed to upgrade its web presence, its marketing team was looking for a web platform that would go beyond the norm. TapouT marketers needed to be able to get reports that would show them real-time sales figures and where sales were coming from. They also needed to be able to optimize the site so that average order size could improve, and the ability to make changes to the website very quickly, instead of going to a programmer and waiting for a week to get it done.
TapouT marketing director Noel McDaniel and her team partnered with Mojo Now, a fully integrated marketing and ecommerce website platform created especially to serve as the online component for direct response campaigns, to make it happen.
“We were looking for real time reporting from our website vendor—that was really important to us. What Mojo Now did was give us the capabilities to run our own campaign on the fly, so we can make
changes quickly and we can see the results quickly,” McDaniel says.
TapouT’s marketing campaigns tend to change quickly because of its wide variety of media spends and offers, so marketers were looking to create continuity with what they were doing with paid media and what was happening on the website.
“Having those tools really helped empower us, and what really helped us starting out was the way we developed and built the site. Mojo gave us graphics that blew us away and built the website around different functionalities, so we can change a headline or video very easily and we can do it on our own with a stylish website that’s true to our brand. We can go in and make changes according to the campaign very quickly and on the fly,” McDaniel says.
The reporting functionality is a big perk for users of integrated web platforms, and the marketing team isn’t the only benefactor. The TapouT sales team can log in at any time to see how sales are going, analyze sales and view average order size in order to help determine what the brand can be doing better.
“When it comes to marketing, their reports are perfect because I can see what our traffic looks like, how our SEO/SEM is working, and what our unique visitors are looking like at any given time. It works well for our whole team, not just for the marketing team,” McDaniel says.
The Mojo Now team has enjoyed working with TapouT because of its willingness to try new things and push the limits, according to Mojo Now president Greg Silvano.
“TapouT is the quintessential tester of Mojo Now clients. They are constantly testing and trying to optimize as much as possible and they receive a lot of traffic to their site, so it’s easy to test new things. They have a successful brand and products, so they are optimizing to increase the sales of their product. They have a huge user base to work from, they’re doing email marketing tracking—all that reporting happens in Mojo,” Silvano says.
McDaniel says TapouT is always in a testing phase, and as it brings in new products and offerings, Mojo Now acts as a web partner.
“We’ve had experiences with Mojo where they have helped us find new, creative ways of selling, and it’s great to have someone innovative who knows the technology side and can give us a lot of options on what we can and can’t do. To be able to control your website and make changes as quickly as we do is so helpful, and it really is a game changer. The TapouT campaign is so strongly web-driven, we’ve got to make sure everything is top-notch because it’s the center of our campaign,” McDaniel says.
Look for an increased focus on mobile and video in the integrated ecommerce and marketing web platform space in the coming months.
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