Case Study: Natural Search Program Boosts Pottery Barn’s Online Traffic, Visibility and Revenue

As for costs, Shea says the program is performance-based. “We don’t pay on a cost per click,” she says. “We’re working on revenue share.”

In the future, plans call for building the next phase. “We want to attack the holiday season,” she says, “and add our seasonal products.”

* * * For background on the rise of the Pottery Barn Web sites’ NSO, click on “How Pottery Barn Sites Got Noticed” under Related Content.