Challenge: Understand the actions that generated value on their website, identify their current conversion rate, and increase conversion rate by establishing optimization strategies.
Solution: Added a quick form to capture “New Client Signups” to give us the foundation for conversions looked at Google Ads keyword optimization, refined display ad targeting, and set up drip campaigns and event based triggers.
Results: A 100% increase in conversion rate and established conversion rate optimization.
Highlights
2.7%
100%
Objective
Our approach
The Results
Once the intermediary conversion was set, we began utilizing the information collected to push the conversion rate higher. We began using the information collected as triggers for future events for both automation and manual efforts.
– Automation: Trigger an email drip campaign to encourage users to continue signing up.
– Manual: Trigger an email sent to the individual location to notify the retail associates to call the potential new customers to encourage them to come on-site.
These Drip campaigns and human touchpoints significantly increased the number of opportunities to bring customers on location for point of sale. Initiating this drip campaign, along with other continued optimizations did what we had set out to do.
The conversion rate climbed from a 1.26% to a 2.7% – more than a 100% increase.
Step 2: Event Based Triggers
Now that we had our drip campaign, customer information collection and advertising campaigns, we were able to continuously optimize across the 3. Changing up the drip campaign messaging and adding to the length of delivery, adjusting the information being collected (i.e. testing acquiring information on the dog), and further refining advertising campaigns to increase efficiency.
There was still more room for improvement.
At this point, we started looking at converting off of other KPI’s, so we began interjecting a call to action between a desired time on site and page abandonment – essentially giving engaged visitors one last chance to convert. From here, we funneled these visitors into the same flow as above, putting them into an optimized drip campaign and triggering that final human touchpoint to get these prospective customers into the door.