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The Graffiti Eaters - fixing a leaking sales funnel
Contactpoint assisted The Graffiti Eaters, who understand the benefits of a sales funnel but knew theirs was leaking somewhere along the way. They came to us with an existing website, Google AdWords campaign, and frequent blog and social media content to target prospects in the early stages of the sales funnel. Relationships with existing clients were maintained through blog and social media content as well as more personalised email newsletters.
After analysing the entire cycle, it became clear that the hole in this funnel was their website. Initially, through our search engine optimisation and pay-per-click management services, we were able to drive significant traffic to the website - more specifically, people who were looking to purchase their services. In a relatively short period of time, we achieved first page ranks in Google search results for relevant search terms. We were able to ensure the Google AdWords ads were displayed above organic search results. We were also able to encourage relevant traffic to click on the ads.
However, once traffic reached a landing page of the website, much of the traffic did not continue on through the sales funnel. Potential clients were lost and there was little to show for the advertising expenditure. Once The Graffiti Eaters could see this problem demonstrated by data, we worked closely with the organisation to re-design first the landing pages, and later the whole website, to provide a better experience and encourage greater action by visitors.
A review of AdWords Graffiti Removal ad group results, year on year, after the new website was launched showed that the landing page gained an astonishing 242.85% more leads in April 2018 compared to April 2017. To put this into perspective, we compared the conversion rate of the Graffiti Removal Ad Group in April 2018 with global averages for AdWords campaigns across all industries, which is shown below.
The campaign for The Graffiti Eaters achieved more than double the global industry average for conversions and more than triple the conversions gained from the previous website. Not only is the client receiving more leads, they are receiving far greater return on their investment. The effect of the new design was felt throughout the website, with the number of quotes completed increasing by 44.95% and the number of new clients generated increasing by 25.53%. A great result!
The Graffiti Eaters is one of many clients we are proud to have assisted with search engine optimisation, pay-per-click management, and digital marketing strategy services.
For more details, read our blog: Case Study: How a Landing Page Rescue Fixed a Leaking Sales Funnel!