In the wake of Wayfair v.s South Dakota, thousands of Amazon sellers received formal demand letters from the California Department of Tax and Fee Administration demanding that they pay California sales tax. Not sure why they owed California sales tax, or even how to pay it, many sellers jumped online searching for legal help. With a multi-pronged approach, we were able to help our client Brotman Law capture the moment and fill their sales pipeline.
Within 48 hours of Amazon's email, our campaign was in full swing. We created 2 dedicated landing pages, launched a Facebook ad campaign and created new PPC ads.
Using raw video shot from an iPhone, our client was also able to share his message to concerned Amazon sellers on Youtube. We then leveraged the video to create a long-form blog posts and organic social media posts.
We then tested everything to see what was and was not working. We used heat mapping to create conversion-focused landing pages (see image to the left), and A/B tested different layouts.
Long-form blog posts
Custom landing pages
Authentic video messaging
Targeted PPC campaign
Strategic Facebook Ads
Responsive team ready to pivot
For this campaign, we focused on search terms related specifically to the CDTFA demand letter and Amazon's email. To do this, we read Amazon seller forum posts and Facebook group discussions to see what people were looking for.
Once we had the right keywords, we created two conversion focused landing pages - one with a click-to-call phone number and another with a video message. Using A/B testing and heat mapping, we were able to determine the most effective design and increase page engagement.
Here are the results:
- 600% increase in conversions
- 118% increase in number of clicks
- 62% Decrease in Cost Per Conversion
- 11% Conversion Rate
- $796.00 total spent
In addition to ramping up a sales tax PPC campaign, we also created several blog posts discussing the Amazon sales tax issue as well as Wayfair v. South Dakota. Our client's site was already ranking well for competitive search terms, but the additional content boosted 16 sales tax related keywords into Google's top ten search results. Traffic to our client's website increased during this time period, and goal completions (phone calls and form completions) increased by over 50%. In addition, our client received phone calls from YouTube viewers.
Is your website bringing you new business? Is it helping people find your law firm in online search? Are you offering valuable information and resources to your visitors? Are you converting visitors through your website into clients?
If the answer is no, let's talk!