Discover.

We were already delivering on our campaign target of improving overall revenue using PPC and SEO tactics, but we wanted to go the extra mile.
We identified conversion as an area where we could further drive revenue and carried out extensive listening research in places where runners visited online. This showed us that working out pronation type (how you land your foot when you run) was a key issue for new runners, and one that many had difficulty with when deciding on what running shoes to buy.

Conceive.

Pronation is hard to explain, it's easier to understand if you see it. So video content was the answer. We compiled a list of video SEO recommendations to ensure that;

• SportsShoes.com was configured in such a way that Google could find the video
• that customers would see it at an appropriate stage of their buying journey,
• multiple locations for seeing the video were reviewed

We wanted to engage the running community and cultivate its authority by having real runners recommend the video as a good source of running shoes advice, and so created a seeding plan which would allow us to do so

Deliver.

Our in-house producer filmed the video, with our very own Annelies presenting advice which came from SportsShoes.com's experts. We then worked flat out to get the video on-site so that we could start helping customers to make an informed decision around which shoe is best for their foot type. We got cracking on our seeding plan too and quickly started engaging runners in conversations around our video.

Prove.

And it worked.

• We've generated some valuable, authentic links from people recommending the video
• Traffic to the video advice page has increased by 57%
• And, most importantly, for customers who visit that page conversion has almost tripled.