About

Learn about W Craig Tomlin

As an award-winning B2B and B2C website marketing leader, I am proud to have generated millions of dollars in eCommerce revenue for start-ups, small businesses and Fortune 100 companies since 1996. I specialize in generating a complete marketing & sales experience that starts at branding, global marketing and awareness (advertising, member acquisition), optimizes continuously via testing (A/B, Google Analytics, Omniture), and ends at completed order forms (KPI’s, usability).

In my most recent position as Director of User Experience at TouchCommerce, I was responsible for optimizing customer touchpoints via A/B split testing, Google Analytics, KPI’s, customer segmentation and satisfaction analysis and user research and testing. By continually testing and refining our products, I was able to increase conversion by 50% on key clients including AT&T, DirecTV, Sprint and more.

At Countrywide, as Vice President, Internet Management I led the team in creating customized marketing web sites based on user-centered designs that broke all Company records. As an example, one of my campaigns resulted in generating almost $3,000,000 in loan revenue in less than 6 months, breaking even 50% faster than forecast, and ranking #1 on Google for targeted terms in less than 1 week.

The Credit Demystified site set many records for Countrywide.

The site also set many firsts for Countrywide, including:

• First Countrywide site to be built on the WordPress blogger platform
• First to include advanced posting and archiving
• First to have many built-in 2.0 delivery channels such as RSS, Technorati links, Podcasts, Tagclouds and automated Tagging tools
• First to include full natural search metrics directly into enterprise reporting

After one month, the site registered a Page Rank of “6,” equal to the main countrywide.com site, and beating several other major Countrywide sites!

At WellPoint, I directed all online marketing campaigns for a $20 Billion managed healthcare company. Subsidiaries included; Blue Cross of California, Blue Cross Blue Shield of GA, MO, WI & UniCare.
I won 1st place awards from Web Marketing Association, Blue Cross Blue Shield Association and WWW Health Awards for user-centered design of a unique, customized marketing microsite and campaign targeting 19-30 year olds. The microsite beat marketing lead expectations by 176%.

Finally, I am fully cognizant of the end goal of businesses, which is to leverage technology for revenue generation or retention efforts. For example, ongoing usability improvements led by me on several marketing microsites had significantly increased the number of leads and thus decreased the cost per lead by almost 50%, and increased conversion to a level almost double that of off-line media.

I have a Bachelor of Arts and am extremely proficient at all aspects of Microsoft Office tools. I would be pleased to answer any questions you may have about me or my experiences, and would appreciate the opportunity to work with you to increase the efficiency of your marketing and sales efforts.

Marketing Examples from W Craig Tomlin

Here are some examples of online marketing projects I have created for some of my clients.

Craig Tomlin Harvests Usability & SEO – Harvest Insurance

Harvest Insurance Agency needed a site that provided helpful, usability friendly information to prospective clients while ranking high in search engines. Unlike most sites, which are optimized for humans only, this site’s information architecture, content, graphics and coding are optimized for humans and search engine spiders. In two weeks, the new site went from being completely off the Google and Yahoo search results pages to being on the first page for the selected search terms.

W Craig Tomlin and the Right Plan – presentation (PowerPoint presentation)

This very successful microsite and online marketing campaign won a “Best of Blue” Award from the Blue Cross Blue Shield Association, best Insurance Microsite from the Web Marketing Association, and a Bronze award from WWW Health Awards. The site targeted uninsured 19-30 year olds. The information architecture, style, terminology, colors and fonts were specifically created to match the mental map and expectations this audience experienced and expected in web sites.