It shouldn't be a secret that providing a great user experience is key to any marketing strategy.
In fact, for Big Screen Video, improving their user experience reduced their average cost per lead from $582.70 to just $16.77.
With improvements to the Big Screen Video website, Google Ads campaign and Facebook advertising, prospects were able to find the information they needed to commit to a consultation.
What specific changes helped Big Screen Video drastically reduce their cost per lead? Read on to find out.
Improving the user experience on the website
When we optimise a website to convert at a higher rate, we apply this thinking:
"What action/s do we want a user to take, and is it easy for them to do so?"
We also consider whether, if we want a user to take a particular action, it makes sense for them to do so. In other words, is it going to enhance their user experience?
When reviewing the user experience for Big Screen Video, it was clear that users directed to service-specific landing pages would be looking for information or a way to get in contact.
These pages were not structured well. Users had to search hard for the information they needed, which led to less time spent on the website and a very low conversion rate.
Knowing this, it was important that the text on each page was structured to capture the user's attention and keep them reading until they were ready to download more information, view FAQs, send an enquiry or make a phone call.
By rewriting the text following the AIDA formula, relocating the contact form, and moving the 'Brochure' and 'FAQ' buttons above the fold, we immediately saw a huge jump in overall conversions. Previously these were hidden in the footer, making it harder for the user to complete an action.
These changes may be small, but the impact they make on a business is massive.
Improving the user experience with Google Ads
An LED scoreboard to amplify an electric home stadium, a large LED screen that improves the atmosphere of a venue, and an outdoor LED promotional billboard all have very different purposes.
Each of these LED screens is also likely to be searched for by different people, in different positions and in different industries.
So the search terms for each of the three screens are likely to be very different. We quickly identified ways to tailor their Search Ads to better address the diverse needs of their clients.
We achieved this in three steps:
- Accurate conversion tracking: with the website optimised and the desired actions all tracked as goals in Google Analytics, we imported these metrics into Google Ads months before we started to review the account. This gave greater insight into the search terms clients were using when looking for a Big Screen Video service.
- Account simplification: with the right conversions imported into Google Ads, the account could be reviewed based on its conversion data. Similar high-converting keywords could be grouped into their own unique ad group, while poor-performing keywords could be added to the negative keywords list.
- In-market audiences: the account was not using in-market audiences as observations to refine targeting. By increasing bid adjustments for higher-converting in-market audiences, bids for top-converting keywords became far more competitive in the Google auction, letting these ads appear higher in the search rankings. Bid adjustments were also decreased for users far less likely to be interested in LED screens.
Remarketing with Facebook advertising
Because of the length of time it takes a prospect to commit to such a large purchase, Facebook remarketing was implemented to help Big Screen Video stay front of mind with people who had previously visited the website.
Rather than creating one standard Facebook remarketing campaign for every website visitor, we took a more personal approach.
A Facebook remarketing audience was created for each Big Screen Video service page. So, if a visitor viewed the LED Scoreboards page, they would be placed in the LED Scoreboards audience.
Or, if a prospect visited the Hospitality page, they would be placed in the LED Hospitality audience.
By segmenting prospects into different audiences, we now remarket to each audience with unique messages that resonate with their needs.
A prospect considering investing in an LED scoreboard will want to see different information than a prospect who wants a new LED screen in their venue.
Hear from Big Screen Video's Business Development Manager
With accurate conversion tracking, a website designed for the user, a tailored Google Ads campaign and an effective Facebook remarketing campaign, Big Screen Video's user experience drastically improved.
Those searching for an LED screen were given the right information in the initial advert.
Once they clicked through, they were directed to the right page, with the information they needed presented in line with the AIDA formula (to capture their interest and eventually lead them to take an action).
With a call-to-action always visible on each service page, a phone call or free consultation was just a button click away.
How did these changes impact the business? Hear from Big Screen Video's Business Development Manager.
"Working with Market Ease has been a great experience. Their team are easy to work with and are our go-to experts when it comes to digital marketing.
Within only the first 30 days into the campaign, we saw our cost per conversion drop by 97.1% from $582.70 per conversion to just $16.77 per conversion. Considering our average transaction value is $50,000 per sale, this is a great result! Not only this, but the number of conversions have also increased significantly, and it is still improving to this day. We are getting consistent leads coming through, and our sales team are very happy with the quality of the leads.
I have no hesitation in recommending the team at Market Ease to anyone looking to improve their digital marketing strategy."
If you would like to learn more about how you can improve your business's user experience, please get in contact with our team.
