CLIENT:
National Insulation Franchise
CASE STUDY TERM:
Oct 2010 – Jan 2012
BACKGROUND:
Nations top and fastest growing insulation franchise. In line with company growth goals, client wishes to increase leads across all franchise locations
THE GOALS:
To improve traffic and leads to corporate website as well as all franchise locations
THE STRATEGY:
To create an effective market strategy, we first needed to create a comprehensive marketing assessment of all website properties. Our assessment included web page analysis, calls to action, social media and local business listings. The complete strategy included:
- Analytics assessments
- SEO optimization
- Website usability and conversion testing
- Google Maps/Places optimization and integration
THE RESULTS: Our primary goal was to improve website usability and increase leads to current website.
- Comparing a 4 month period (Oct ’10 – Jan ’11 VS Oct ’11 – Jan ’12), our tactics generated three times as much traffic to the landing pages – 3,223 VS 10,973.
- Comparing the same 4 month period, average monthly visits to the 21 landing pages also generated three times as much traffic to each location – 61 visits per location VS 161 visits
- Comparing the same 4 month period, total goal completions increased 45% – 767 VS 1,113
- Comparing the same 4 month period, total goal conversion rate increased 39% – 6% VS 8.36%
Measurement Indicator I – Total Landing Page Visits: Comparing Oct 2010-Jan 2011 to Oct 2011-Jan 20 2012, marketing tactics generated three times as much traffic:
Measurement Indicator II – Average visits per location:
Measurement Indicator III & IV – Goal completions & Goal Conversion Rate:
