The biggest problem – high cost of conversion
Despite a wide range of services and products, customer acquisition for Ksero-Partner was expensive. Unprofitable advertising campaigns due to high conversion costs did not encourage them to continue.
What results have we achieved?
+218%
increased conversions during the month of activity in the Google Ads account.
-58%
The conversion cost of filling out a contact form dropped by
An important element complementing the entire strategy of activities was the development of a new site structure. Technical SEO optimization helped overcome the barrier to new traffic. Without this, even the best-configured advertising campaign will not produce satisfactory results. In addition, better exposure of CTA buttons encouraged more users to fill out the contact form.
Challenges
Unoptimized advertising activities
Ongoing activities were not producing satisfactory results in advertising systems such as Google Ads and LinkedIn Ads. Acquiring valuable leads required updating the marketing funnel and designing new advertising campaigns.
Incompatible website
Optimizing the technical structure of the site and making SEO changes was necessary so that the traffic gained would have a chance to convert into customers. The layout also needed to be modified from this angle.
Our solution
Ksero-Partner approached us to solve a problem with gaining new customers. After an audit of the advertising accounts and website, we located the key areas, then designed an action plan. We focused on Google Ads advertising activities. The office equipment industry is characterized by the need to respond quickly to customer demands. Therefore, Internet search is the main way to find office supply solutions. We analyzed what keywords are consistent with the client’s offerings and the market in which this type of service operates. We considered what factors have the greatest impact on conversions and how to find the customers who are most likely to take advantage of the offer. Richer with this knowledge, we designed an action plan and implemented it after the client’s approval. The actions taken quickly brought results. The results of Google Ads campaigns improved significantly. Thanks to constant optimization, the quality of ads increased. Testing different campaigns, managing rates and introducing exclusions were the main factors that made the cost of conversions drop. In addition, A/B testing of call-to-action buttons on the website helped to further engage users on the site. This guaranteed an influx of new high-value leads to Ksero-Partner by filling out the contact form and helped increase the number of orders.
Redesign of the website
In order to increase the effectiveness of the activities, it was necessary to revamp the websitebefore the first ads start driving traffic to it. Without this, even the best-designed campaign could prove to be ineffective and waste any amount of money.
We started by studying user needs and client requirements so as to design the changes. Based on this, our UX/UI specialist adjusted the new section and layout elements on the following subpages:
- home page,
- product page,
- contact,
- global sections throughout the site.
Based on A/B tests, we tested different versions of the CTA button, for example. In this way, we selected solutions that proved to be the most effective for Ksero-Partner’s target group.
Summary
Ineffective ways of acquiring customers require deep analysis to understand the cause. After that, effective implementation of marketing activities is based on strategic thinking and the design of an action plan. Improvements in other key areas are also often necessary for advertising efforts to achieve their goal. Constant monitoring of campaigns ensures continuous optimization and improvement of advertising quality. That’s why at AdWise we involve a number of specialists from different fields, wanting to help our clients in a comprehensive way just as Ksero-Partner needed.
Plan your marketing!
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.