Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Case Study: How a Diving Equipment Retailer Leveraged Targeted Web Site Promotions to Lift Revenue, Conversions

by Kimberly Smith  |  
November 11, 2008

Company: Divers Direct
Contact: Robert C. Darmanin, Online Services Manager
Location: Dania Beach, FL
Industry: Sporting Equipment, B2C
Annual revenue: Confidential
Number of employees: 200

Quick Read

Senior management at Divers Direct, a scuba-supply outfit, weren't convinced the company needed to offer discounts to increase Web sales. A test using Sitebrand's Segment&Serve personalization platform quickly changed that perception when the offers gave rise to 83% more revenue.

"I was really surprised to see such a huge difference in the revenue from the groups that saw a Sitebrand-generated offer versus the default group that saw nothing," said Robert Darmanin, online services manager for Divers Direct.

The company tried two additional banner campaigns and used A/B testing; again, revenue increased as a result.

Divers Direct was also able to change some perceptions and behaviors among its Web site visitors—by serving up targeted content that helped increase the company's trust factor, in addition to its sales volume.


Divers Direct is a multichannel retailer of scuba equipment, with six dive shops on the Florida coast, a direct mail catalog, and an e-commerce Web site.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this marketing case study ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Kimberly Smith is a staff writer for MarketingProfs. Reach her via

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
3 rating(s)

Add a Comment


  • by Justin P Wed Nov 12, 2008 via web

    The revenue numbers don't seem that convincing- is that per day?

  • by Kimberly Smith Wed Nov 12, 2008 via web

    It's the additional amount of revenue generated by the test groups, as compared to the control groups, during that four-week period.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!