Leading Home-Shopping Site Achieves Excellent Conversion Rates Using Microsoft Direct Response

Introduction

Otto is one of the world’s largest home-shopping organisations. It sells fashion, textiles, electronics, and furniture via its website and catalogues. Recently, Otto started using a more flexible and cost-effective approach to online marketing - the Microsoft Direct Response programme. The results have far exceeded expectations with an above-average 2.1 percent click conversion rate.

Campaign Objectives

• Become the number one home-shopping network for women’s fashion in the Netherlands.
• Reach women between 25 and 45 years of age who shop online
• Drive traffic to www.otto.nl
• Launch a cost-effective direct response campaign that supports optimisation

Creative Execution

In July 2007, Otto joined the Microsoft Direct Response programme. The decision came after a two-week trial period in April 2007 when Otto ads appeared across the Microsoft network. After assessing the results, Otto and the Microsoft account team agreed an initial cost-per-click (CPC) pricing deal for the official launch of the campaign. Microsoft Direct Response helped the retailer to find and attract the right target group at the right price, optimising the campaign.

Results

Otto achieved 80 million page views as a result of the Microsoft Direct Response programme. To date, the campaign has delivered 360,000 click-throughs and there has been an above-average conversion rate of 2.1 per cent.

Learn more about Microsoft Direct Response