Paid Ads Case Study on Fire Company for A New Product
MFire is a fire solution provider that develops improved fire products by utilizing sophisticated fire science. They’re the company behind the world’s first-ever smart and effective in-home wooden stove.
The Major Challenges
The sales team faced a lot of challenges with the task of informing potential consumers about the significant advantages their stove offered over more well-established competitors in the field. The challenge they encountered was determining how to attract potential clients who are unsure of what they want.
My responsibility was to introduce potential buyers to the major selling points as well as explain the customer benefits so that they could make an accurate choice if it was a good fit for them.
Understanding Consumer Intentions
Their team directed all web traffic to just a single page on the website initially on its search strategy. I began to notice patterns in which the website users were searching for the product using several product benefits. By sending all visitors to the same page, the business missed its potential to customize the user experience in addition to focusing on the particular benefits that drew them to the product.
The task at hand was to create a sense in which the website promoted the one product feature that was most important to each consumer. One consumer, for example, could be searching for the most effective wood stove, while another might be searching for the safest one. Identifying what attracted visitors to the website and executing this tactic would be the key to entering the customer’s decision-making process.
The first step would be to examine the AdWords search phrase data to see which queries resulted in the greatest quality visitors to the website. I started drawing out the plan to develop a complete circle, highly tailored funnel for every group after I shortlisted four vital keywords that resulted in excellent traffic.
Building Landing Pages for Conversions
For each of the main benefits that people were looking for, I designed a separate landing page that focused on the wooden stoves from that viewpoint. This allowed me to apply relevant language throughout the process, from keyword to ad content to the landing page visit. The outcomes were immediate. I saw an increase in time on the website, a decrease in bounce rate, and an increased visit-to-lead conversion almost immediately. So, the first step was completed successfully.
The second step is to concentrate on the other half of the consumer base who did not look for the product utilizing a specific characteristic. Many of those queries were confusing or broad in nature, giving me zero insight into the buyer’s decision-making process. A broad search like ‘wood stove’ or a cloudy search like ‘best wood stove,’ for reference, would test my ability to provide the user with the site experience they desire.
For the solution, I built the 5th landing page. I asked myself, “What quality does this client care about most?” With the help of their developer, I designed a ‘rubber page’ with all 4 key characteristics and external links to each particular landing page. After driving enough general visitors to the rubber page, I reviewed Google Analytics behavior flow statistics to see which pages got the most visitors from rubber page traffic.
My next step was to remove the rubber page and redirect all searches to its most popular page. I did this a few times after performing A/B testing to get the best results. Again, I witnessed huge increases in website performance compared to the rubber page, proving my method once again.
Now I have a complete understanding of every buyer’s intentions and developed a personalized shopping experience for each segment. I then moved on to the possibility of a user leaving the website without completing the desired conversion action.
The third phase would be a solid remarketing approach that attracted each consumer segment’s personal preference once more.
Remarketing with Personalized Ad Copy
For non-converting users, the design team created personalized ad copy & design for every key advantage. If a person visits the ‘safest’ landing page but does not buy but submit their personal details, they are sent a display ad promoting the stove as the safest on the markets.
If a visitor completed a non-sale conversion, like adding the stove into their cart or providing their contact info, I might then show an ad with a sale offer to get them to return and complete the next stage in the sales funnel, which is a sale.
I was able to efficiently guide clients through the following phases of the funnel and eventually to the last step of a sale using this strategy.
Finally Placing All Together
I was able to effectively create a personalized funnel from the very first search all the way to sales by spending the time to completely study buyers’ thought patterns.
Since starting, these marketing efforts have resulted in a 170% boost in conversions, and we’ve produced 267% more traffic while ensuring that every website visitor is getting a high-quality, personalized experience.
As they have already been ready to expand and reinvest more into their web presence. So I have no intention of stopping anytime soon!