CLIENT:
National Insulation Franchise

CASE STUDY TERM:
Oct 2010 – Jan 2012CaseStudy2-Year

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:

case-study-2-landing-page-visits

Measurement Indicator II – Average visits per location:

case-study-2-average-visits-per-location

Measurement Indicator III & IV – Goal completions & Goal Conversion Rate:

case-study-2-goal-conversion