Recently one of our clients wanted to accelerate their sales growth in one of their locations. They asked our team at ROI for a strategy that would grow their sales & market share within the next 2 months.
Recently one of our clients wanted to accelerate their sales growth in one of their locations. They asked our team at ROI for a strategy that would grow their sales & market share within the next 2 months. With already a 10% click through rate and 14% click to lead conversion rate, further growth was not going to be easy. Nonetheless; we were up the challenge! First, we brainstormed ideas with the client: 💡 Analysing the competition 💡 Developing 4-5 different concepts 💡 Identified 4 distinct types of customers 💡 Critiqued the current value proposition & web design The result: An amazing new landing page with better calls to action, tailored content for each audience segment. We thought we nailed it 👌 The problem: 24hrs into the campaign, we saw some warning signs. The page was converting at less than 3%, albeit on a small subset of traffic. We increased the traffic so that 50% was going to the old page and 50% to the new page. Still at 6%.. Ah, its must be the weekend. We gave it until midday Monday. ⏰ The Conundrum: What do we do? We are only 3 days into a test, the conversion rate is 50% down on the previous. Do we stick it out or abort? 😰 Plan B: We decided that we were too far off, and maybe the majority of the market were ‘price and delivery’ driven. So we backtracked and went opposite to the solutions approach: we simplified the page and made the price cheaper. 💡 The Real Result: a 30% lift in conversion rate and phone calls ☎️. Even better we changed the lead collection form to include customer profile information, which is really improving the sales follow up process.
What are our tips? For Business Owners: ✅ Every 3-6 months you should try something completely different ✅ Use agencies to try new ideas whilst your in-house team focuses on the bread and butter ✅ Don’t be flippant on Ad Spend: demand your agency or team treat Ad dollars like their own ✅ Save on Ad Spend and invest in new concepts and win market share ✅ Always work to improve your website conversion rate and lead-to-sale conversion rates to improve profitability per sale For Marketing Managers: ✅ Let Agencies take the risk and accountability for new campaigns. This innovation will help grow the company and accelerate your career faster. ✅ Recognise that you can’t implement everything with a finite budget and resources. Set up a new test and innovation budget to give you the flexibility and fun to run with your ideas. ✅ Be open to new ideas outside your industry perspective. Agencies like ROI.com.au work in many other very competitive markets, where some of these ideas can be leveraged by your business. Want a free growth idea for your business? Send me an email and I will send you one personally…. for no cost! 👉👉👉 ewan@roi.com.au
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