31%
reduction in cost per lead MoM
90%
increase in leads MoM
56%
increase in conversion rate MoM
The Challenge
Key Problems
Limited audience setup restricting acquisition of new customers
No A/B testing for ad copy was in place
Conversion tracking was not implemented correctly
With over 50 years of experience in transforming windows, this Blind shop offers the latest in blind innovation and design creativity to give your window that fashion makeover it desperately needs. Everything from roller and vertical blinds, aluminium Venetian, timber, PVC Venetian, panel and roman blinds, they have what you are looking for at the most affordable prices.
Centralising customer satisfaction in everything they do, they measure, source, manufacture, supply and install all their window coverings straight from their factory in Perth. Helping to bring the showroom to their customers’ homes, these blind experts aim to help shoppers choose the right blinds, curtains and shutters, installing them to perfection.
Wanting to increase the number of monthly qualified leads and lower their cost per lead, September 2021, saw the window covering manufacturers reach out to Online Marketing Gurus for help. Our initial onboarding process identified key areas of opportunity that our Gurus were ready to explore and capitalise on!
Our Approach
The main campaign goals for our client were to increase overall quality leads and lower their average cost per lead. Upon review of their Facebook ads account, we found that their lead generation focused ads were running to a very broad audience. Additionally, they had no funnel-focused approach and lacked an audience targeting strategy with no use of engagement, lookalike or custom audiences to drive new customers in a conversion funnel. Considering their niche, further improvement of the structure of ads and target audience needed to be implemented.
Creative and copy testing in order to identify best performing combinations
Implemented audience targeting and optimisation based on specific user engagement/website behaviour
Refined ad structure based on target demographic characteristics
Strategy & Execution
01.
Skyrocketing the number of leads through restructuring the lead-gen form
If you’re looking to increase your conversion rate, you need to convert your leads into sales. You’ll have a higher chance of doing this if you get the right people walking through the front door of your website.
As such, our Gurus explored the opportunity to optimize and recreate a new lead-generation form to include questions that will funnel more qualified leads for the company.
Implementing these questions into a lead generation form allowed this company to determine and filter out the customers that were either on the fence or ready to make a purchase then and there, paving the way for absolutely blinding results. These changes saw the number of leads increase by 90% and conversion rate increase by 56%.
02.
Ad copy experimentation to generate the best results
In a lead generation strategy, it’s absolutely essential that you test and test again various ad copies to ensure your ads are resonating with your target audience. With this in mind, our Paid Media Gurus crafted several paid social ads that targeted top (TOFU), middle (MOFU) and bottom of funnel (BOFU) audiences to boost the number of leads and lower the overall cost per lead for our client.
Our free initial audit (valued at $4,000) identified that no funnel-focused approach was in use with a limited audience targeting strategy, meaning the blind experts were finding it difficult to drive new customers. As such, OMG began the campaign targeting everyone between the ages of 25-65 using a variety of single image ads, single video ads and carousel ads on Facebook and Instagram.
Using the full-funnel approach, Online Marketing Gurus targeted ads for each stage of the buyer’s journey. Starting with TOFU, lookalike audiences and interest groups were targeted, our MOFU ads honed in on website visitors and social media engagers and our BOFU ads focused on our customer lists or visitors that opened leads forms but didn’t end up submitting.
By leveraging user engagement and website behaviour whilst experimenting with headlines, link descriptions and ad copies, the company was able to decrease the cost of acquisition per lead by 31% month on month (MoM) within just 4 months!
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