Case study of BloomReach customer Only Natural Pet.

1. CASE STUDY | ONLY NATURAL PET 01
Profile Product
Only Natural Pet Store offers natural dog and cat products of the highest BloomSearch
quality, consistent with a holistic approach to pet health. The company
has quickly become the leading online natural pet care company with over Impact
125 top brands and 3,000 products. 37% year-over-year increase
in natural search traffic
70%
Business Challenge
More than 95% of queries driving traffic to Only Natural Pet’s site fall
outside of the company’s top 1,000 search terms – truly a very long tail.
In the past, Only Natural Pet optimized natural search traffic through
on-site content and relevant links from the company’s blog and
sponsored community sites. However, these strategies couldn’t keep up
with the volume and variety of queries. With approximately 21% of site new visitors from
traffic coming from natural search, Only Natural Pet Store needed
a high-quality and scalable natural search strategy.
non-branded natural
search traffic
Solution
BloomReach’s BloomSearch offered the winning complement to “BloomSearch is helping
Only Natural Pet Store’s business strategy. “BloomSearch allows us us successfully introduce
to go deeper and be more successful with customer acquisition our company and our
across channels.” says Bob Dodge, Vice President of Marketing for
Only Natural Pet. concept to people who
just didn’t know we were
In addition, Dodge and his team were impressed by BloomReach’s
expertise. “It’s hard to know everything you need to do to make your
out there. This is what will
most relevant content visible,” says Jim Klar, Director of e-Commerce. create long-term growth
“The background of the BloomReach team was really a tipping point for the business.”
for me. These guys are stellar.”
— Bob Dodge
Dodge also cites the BloomReach pay-for-performance pricing VP of Marketing,
model as a key incentive for partnering with BloomReach. “We saw
Only Natural Pet Store
BloomReach as a low-risk service with very high potential upside,”
he remarks.

2. CASE STUDY | ONLY NATURAL PET 02
BloomSearch Generates Quality Traffic
and New Customers
The number of search queries driving traffic for Only Natural Pet
has increased by 40% – to more than 36,000 different queries in
October 2011. Long tail searches are very focused, and the increase
in this type of site traffic has resulted in solid conversion rates. “The
quality of BloomReach generated traffic is comparable to what we saw
from natural search before BloomReach, if not better,” Dodge states.
He illustrates the power of long tail search with “dog treat advent Now being discovered
calendars.” “Interestingly, we sold 20% more than last year
and exhausted our inventory in less than a month!” he says. on OnlyNaturalPet.com:
Even more importantly, more effective non-branded natural search “cranberry supplement for cats”
traffic is attracting new site visitors, a group that the company wants to
reach. “People are just starting to look for healthy, non-toxic products “interactive puppy toys”
for their pets,” Dodge explains. “BloomSearch is helping them find us.”
“potato
“hemp seed for dogs”
On-site Widgets Improve the Visitor Experience free grain free raw
The Only Natural Pet website includes BloomSearch widgets on dehydrated dog food” “fish
category and product detail pages displaying related searches and
related products. “This technology layer extends our ability to present dog food for allergies” “dog treat
compelling products to our customers – and offer them better service,” advent calendars”
Klar says. The company plans to add BloomSearch thematic pages
(special pages that address searchers’ unmet intentions by curating the
most relevant products and services from Only Natural Pet’s catalog)
in the near future. “We expect that thematic pages will create even
more effective ways to connect visitors with the relevant content and
products they expect when they click on a search result,” he continues.
Easy Implementation With Minimal Ongoing Investment
Implementation of BloomSearch went smoothly. Recently, the company
completed a major site redesign that introduced significant architecture
changes and required a second BloomReach integration; and this one
was even easier than the first.
Klar, who is responsible for day-to-day BloomReach operations,
invests very little time in ongoing management. “We’re seeing
incremental traffic without having to do much on our side,” he
reports. “The technology does the work for us.”
BloomReach Wins Four Paws of Approval
In summarizing the value that BloomReach has delivered, Dodge
says, “BloomSearch has worked exactly like the people at BloomReach
said it would. It has been easy, and it has been successful. You really
can’t ask for more.”
BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best
content on the internet to the right consumers seeking it on search engines and social platforms.
BloomReach, Inc. 399 West El Camino Real, Suite 100, Mountain View, CA 94040