Challenge
When the client turned to us, the company's landing looked outwardly quite attractive, but was completely not thought out in terms of marketing and conversion forms. Looking at it, it was not clear what exactly was proposed to the buyer.
Solution
1. The main U-turn. The visitor takes the first impression of the site and the decision to stay on it or not in a few seconds. It is important to immediately make clear what the site is dedicated to and what offers it has that may interest the buyer. At the first spread, there is just a message that the company has a wide range of building materials. After examining the Webvisor, we saw that after such a message, people leafed further and wanted to study this assortment in detail. Below you could see 8 groups of goods that were represented by pictures of different positions, and “nearby” no order forms. People, after viewing the pictures, left the site. Of course, we understand that a landing page for selling building materials is not the best format, but an online store was under development and the landing page was designed to attract people and inform them about the existence of a new store with excellent prices and service. Therefore, it was decided to come up with an offer that works for the Landing Page. After examining the competitors and talking with people who are engaged in construction, we came up with the following: "Just take a picture and send us a list of materials and we will calculate the cost for you at the best price." That is, I made a list, dropped in the order, got a calculation and the cost of delivery, they brought everything to you, unloaded it and "Hurray!", you are the owner of the right set of building materials. We checked all this with the help of a mystery shopper and on our own experience, ordering materials from home by an employee who had a repair. We liked it. It turned out to be a very convenient service. Of course, if we are talking about finishing materials, then the situation is more complicated. But sales consultants, upon request, will take a photo of the selected goods and send them to the buyer so that he can examine the goods. Just like in foreign stores where you can choose products without leaving your home through the camera. 2. Section production. The most popular section among visitors according to Webvisor. Once on the site, a potential buyer wants to learn more about the product, its characteristics and cost. Previously, there were groups of goods in which there were several photographs and no order form, which confused visiting customers. It was necessary to search for a form throughout the site to leave an order. And the only form that was on the site at that time was a discount request. It turned out that you can only call or come to the store in person, which is understandable. Few people were happy. It was also a problem to track the number of people who came to an offline store after they saw it on the Internet. We added forms to product groups so that a person could immediately place an order for the product of interest to him, and also added a promotional code for those who plan to go to the store and buy goods offline. Under the groups of products that were selected for the site, we placed a file with a complete list of categories presented in the store. 3. Social evidence. For 70% of users, social evidence is important. This can be reviews, certificates and guarantees, photos of employees, useful tips showing that the product / service is offered by real experts. Earlier on the site there was no social evidence that the store can be trusted. We added blocks: tips "how to buy quality material", photos of key store employees, warranties and certificates for store products. These blocks will positively influence the credibility of the store. The sections that were on the site (for example, the block of answers to frequently asked questions and reviews) were modernized and tuned for a better perception. 4. How to place an order. If the site visitor is uncomfortable or unclear how to place an order, he will not place it. Therefore, special attention should be paid to explaining how to place an order on your site. Returning to the old version, where it was completely unclear what to do in order to place an order in this store, it was decided to add steps that described the behavior of the buyer in case of placing an order. And also for faster communications and answers to questions that suddenly arose, an online consultant was installed, which allowed us to respond more quickly to questions and not lose customers who did not understand the site. 5. Setting up ads on Google Ads. Contextual advertising on Google attracts the most targeted customers who are looking for your product. And its correct setting allows you to receive orders from the very start of the project. After making all the changes to the site, we set up the advertising campaign in Google Ads. Due to the lack of a normal budget, only a small part of the requests that could lead visitors to the site were configured. When setting up, work was done on selecting queries, grouping them, negative keywords and cross backing track in groups. Writing ads and extensions. Customize the campaigns themselves. But even in limited conditions, the ad brought a good number of visitors. Advertising CTR - 13-15%. 6. Promotion of the Facebook business page. Social networks form an idea of the company, increase brand awareness. It is also important in social networks to communicate with customers, work with reviews and questions, increasing audience loyalty. Our client asked me to check why his Facebook advertisement is not working. By going to the page and seeing only a picture from the design, it became clear why advertising does not bring results. Not a single call to action or explanation of what we want from the buyer, just a picture. We branded the profile, designed the page, adding all the necessary information and selected high-quality photo / video materials. We created several posts in which our proposals and advantages were indicated. We added products that the store offers so that visitors can familiarize themselves with the assortment and prices. And also created and customized targeted ads.
Results
Immediately after updating the site and launching advertising, appeals went through an online consultant and on Facebook. Visitors made orders through new forms, specified how to use the promotional code in the store and asked questions about the goods (which was to be expected, given that there is no exact description of each product). This principle of ordering materials is of course not peculiar to our customers, they are used to asking the price on the Internet, choosing what you can’t do on the landing page, but still for those who need to quickly collect materials from the list, this is a great alternative so as not to go into all the details, Do not go shopping or waste time. We revived the site, brought new customers, received the first orders.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.