Nano-Tex Online Consumer Research and Web Strategy

Background
Nano-Tex develops a family of nanotechnology based high performance fabrics that resist spills and stains, wick away moisture and resist static. Nano-tex fabrics are co-branded with leading apparel and home textile brands including the Gap, Old Navy, Adidas, Eddie Bauer, Dockers, Target, JC Penny, Nike, New Balance and others.

Objective

• Increase website traffic, unique visitors, key page views, length of time on site and referral to retail partner sites

Marla Showfer acted as a brand strategy consultant to drive a variety of consumer research and strategy projects for Nan-Tex, including:

• Web-based user surveys to uncover key consumer insights about how consumers use Nano-Tex products, create consumer profiles, and website usability
• Competitive positioning and message analysis
• Consumer-focused message development and strategy for three products and multiple consumer segments, telling consumers how Nano-Tex can enhance and improve their lives
• Creative briefs for consumer brochure, print advertising and web-redesign
• Website optimization, web re-design and targeted key word search program 

Findings

Nano-Tex had been describing products on their website by product name and features, not by consumer usage or how consumers were searching on the web. Google key word tracking showed that over a million consumers a month were searching for key usage categories such as Business Casual clothing, Travel and Kid’s clothes. Key word search campaigns with targeted relevant copy were launched around these key user segments.

Results

• Keyword campaigns resulted in 4%-11% click-through rates.  Web pages were then optimized based on web user search patterns
• A combination of key word campaigns and website optimization, resulted in a 175% increase in website traffic within six weeks