New Landing Page Increases Conversion Rate 794%

Case Study: Transforming Lead Generation for Darkhorse Tech with Found Marketing

Background

Darkhorse Tech, a leading IT support firm for dental offices, struggled to optimize its lead generation strategy. Their existing method of driving traffic to the website's contact page resulted in a modest conversion rate and a high cost per lead. Darkhorse Tech needed to increase high-quality leads while reducing the cost per lead and partnered with Found Marketing to achieve this goal.

Challenge

Darkhorse Tech's primary goal was to enhance the conversion rate of leads and continue to generate high-quality ones. The initial conversion rate was 0.88%, with each lead costing $400. They needed a more efficient strategy to attract and convert potential clients.

Solution

Found Marketing proposed a comprehensive strategy that involved driving ad traffic to a custom Unbounce landing page instead of the website’s contact page. Unbounce is renowned for its conversion optimization features, including A/B testing, dynamic text replacement, and built-in analytics.

Implementation

Custom Landing Page Creation:
Found Marketing designed and developed a custom landing page using Unbounce. The page was tailored to Darkhorse Tech's target audience, featuring clear calls to action, specific form fields, relevant content, and an intuitive layout to facilitate both desktop and mobile conversions.

Tracking and Analytics:
Found Marketing integrated Google Tag Manager and GA4 tracking codes to monitor and optimize user behavior, measure the performance of different elements on the landing page, and filter out spam and bot traffic. This setup allowed for precise data collection and analysis, critical for ongoing optimization.

Optimization:
Through continuous A/B testing and performance reviews, Found Marketing optimized the landing page's elements, such as headlines, images, form fields, and CTA buttons. These iterative improvements were aimed at maximizing conversion rates and enhancing user experience.

Results

Within 30 days, the new strategy yielded a 334% increase in conversion rate, and by six months, it increased by 794% to a 7.87% conversion rate.

Increased Conversion Rate:
The conversion rate of leads increased from 0.88% to 7.87%, demonstrating the effectiveness of the custom Unbounce landing page in engaging potential clients and compelling them to take action.

Benefits of Using Found Marketing and Unbounce

Enhanced Conversion Optimization:
Found Marketing’s expertise in creating and optimizing Unbounce landing pages ensured that every element was designed to convert, resulting in a significant uptick in lead quality and quantity.

Improved Tracking and Analytics:
The integration of advanced tracking mechanisms enabled Darkhorse Tech to gain insights into user behavior, identify bottlenecks, and make data-driven decisions to further enhance conversions.

Quality Lead Generation:
By leveraging Unbounce’s spam and bot filtering features, Darkhorse Tech saw a noticeable increase in the quality of leads. The sales team could focus on genuine prospects, improving their efficiency and success rates.

Conclusion

The collaboration between Darkhorse Tech and Found Marketing highlights the power of targeted, optimized landing pages in driving business growth. By shifting from a generic contact page to a custom Unbounce landing page, Darkhorse Tech not only increased their conversion rate and reduced costs but also elevated the quality of their leads. This case study underscores the importance of specialized marketing strategies and the tangible benefits of partnering with experts like Found Marketing.

Learn more about getting your own Unbounce landing page and improving your leads and conversion rate.

Woven Labels UK - Case Study

How We Pivoted Our Marketing Strategy During COVID
March 2020 - December 2020

The COVID-19 pandemic caused a significant disruption for Woven Labels UK. With schools closed, there was no demand for their primary product: school name labels. Sales plummeted during the first six months of the pandemic as parents no longer needed labels for their children's school items.

Company Background

Woven Labels UK traditionally used Google Ads and Bing Ads to target parents, their biggest market, for school name labels. However, the pandemic forced the company to pivot its focus to a smaller product category: woven labels for people who sew and make crafts.

Solution

Woven Labels UK realized that their core customers, who bought labels for their kids, were unaware of their personalized craft labels for sewing, crocheting, and handmade items. To address this, the company shifted its marketing strategy to increase product awareness through Facebook and Instagram ads. The goal was to educate their existing customer base while expanding to a new audience of craft enthusiasts.

Setting Up Advertising Infrastructure:
The first step involved setting up a Facebook Ads Manager account, integrating the Facebook pixel, and configuring conversion tracking. This enabled Woven Labels UK to display ads to targeted audiences effectively.

Campaign Strategy:
A single campaign was launched with the objective of increasing online sales. Ads were shown to three specific audiences:

1. Interest-Based Audience: Targeting users with interests similar to Woven Labels UK's customer base.

2. Lookalike Audience: Using an email list to find users similar to existing customers.

3. Remarketing Audience: Targeting users who had previously interacted with the brand.

Ad Creation and Testing:
Several ads were created to test different ad copies and product images. A 15% discount was offered to encourage purchases. The ads generated a significant number of clicks, and unexpectedly, a high level of engagement. Daily comments from satisfied customers praising the products provided valuable social proof, boosting confidence among potential new customers.

Results

Within the first four weeks, the campaign generated £11,000 in revenue and nearly 700 sales. The ads also received thousands of comments, likes, and shares, demonstrating strong community engagement and increasing brand visibility.Lessons Learned

1. Simplicity is Effective:
   Simple campaigns, targeted audiences, and straightforward ads proved successful. The approach allowed for quick testing and learning, facilitating fast iterations and improvements.

2. Adapt to Market Changes:
   With schools closed, the demand for school name labels vanished. Woven Labels UK successfully shifted focus to their craft and hobby audience, seizing the opportunity to grow this market segment.

3. Community Engagement:
   The ads not only generated sales but also fostered a community where potential customers could ask questions and receive responses from existing customers. This interaction provided real-time reviews and testimonials, enhancing product credibility.

Conclusion

Woven Labels UK's ability to pivot their marketing strategy during the pandemic highlights the importance of flexibility and responsiveness to market changes. By leveraging targeted Facebook and Instagram ads, they successfully increased product awareness, engaged with a new audience, and generated substantial revenue during a challenging period.