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Case Studies

Some challenging stories...

 

 

Not the usual Case Studies page...

 

Most case studies online are not "case studies".

 

They are "wickedly awesome reference clients that will really impress you".

 

So you probably glance over them, not as impressed as you might be.

 

So let's try something different...

 

 

Actual case stories the most interesting or challenging cases, not the ones with the best results

 

 

Case #1: Marco Boats

 

In early 2010 we met Dayne at Marco Boats.

 

We met (with our ViAGO hats on) to talk about increasing manufacturing capacity, however it became clear within an hour that the business would profit far more from more sales, than from increasing capacity or efficiency.

 

Enter Peraffic.

 

Firstly we researched the keywords and found moderate traffic volumes.

 

We decided to take a slightly different approach to the trial: Dayne was already getting 1-2 enquiries per month from the existing website, and spending over $1,000 monthly on existing advertising strategies, generating another 1-2 enquiries per month.

 

It was agreed that if we could demonstrate strong cause-and-effect in our process, Dayne would reallocate that monthly advertising budget to Peraffic.

 

So we ran a quick proof of concept demonstration (costing $500), using Google Ads to drive traffic to the current website (which was not optimised at all, of course).

 

In the next 10 days, the old website got a 10-fold increase in visitors and 7 enquiries.

 

 

Proof! Not economic of course, but the Traffic Trial would sort that out the point was we'd found the traffic and we could route it effectively.

 

So Dayne authorised a $5,000 Peraffic Traffic Trial (lasting about 3 months), to be followed by the agreed reallocation of the advertising budget.

 

Leads flowed immediately lots of leads.

 

Then we hit a snag.

 

It proved very difficult to close any decent sales from the leads generated online.

 

The recession, plus the window-shopping nature of online browsing, meant a different approach to lead management was required. It took a while (almost a year) to sort this out, but eventually, sales started flowing.

 

A lot more content was added to the site during that time, to support the sales process, answer questions, and filter the enquiries more effectively.

 

www.marcoboats.co.nz is an example of a brochure site being integrated with landing pages the paid ads land on the most appropriate landing pages, not the home page, whereas searches for "marco boats" will land on the home page.

 

The site is successful at last, with over $100,000 in boat sales generated, last summer, from enquiries generated by the campaign.

 

 

Case #2: Ryan Double Glazing

 

At the genesis of this project, double glazing existing windows was an idea (at Ryan Windows and Doors), not an existing line of business.

 

The keyword research told us that while the industry term is "retrofit", Google users searched for "double glazing upgrades" more than all other terms combined.

 

So this was the initial target keyword, and the domain name for the new landing pages.

 

In the Traffic Trial, we put up a basic single-landing-page site with a few images and an enquiry capture form. We utterly dominated the keyword there was very little competition on that keyword; the other suppliers were not really using AdWords and had SEO optimised pages talking about "retrofits".

 

Over 6-12 months the campaign was extended to include more landing pages and some videos. Multiple enquiries per day were pouring in by this stage, with $10-20k per month sales in winter months. Unfortunately many enquiries were from outside the local area, which was increasing the dollar-cost-per-enquiry to questionable levels. We added filters to reduce out-of-area enquiries.

 

 

Then we began to integrate offline marketing with the online marketing: letter box drops and/or newspaper ads and/or street signs were integrated into the overall campaign, with consistent branding and message.

 

That did the business and sales climbed fast once the online enquiries had produced over $100,000 in sales, we stopped separately recording it (once the Peraffic method was proven to be economic, only overall sales mattered) and the campaign continued for 2 more years after that.

 

Interestingly, whenever competitors would advertise in newspapers, magazines or even on television, the enquiries from the Ryan site would surge some weekends over 20 enquiries would pour in. This amused us all profiting from a competitor's marketing!

 

Eventually the competition woke up and engaged their own professionals to try to wrestle back the traffic even buying domain names very similar to try to muscle in.

 

We noticed the drop in traffic before leads were significantly affected, and we countered their efforts by buying 35 domain names matching the most popular keywords, comprising over 95% of the New Zealand traffic.

 

This campaign dominated the market for over 3 years, until it was wound down after the very sad and unexpected death of one of the business owners.

 

 

Case #3: Wood Pellet Fuel

 

When we met this client, sales were low... too low.

 

Such that manufacturing could not run efficiently, putting a strain on the business.

 

The product (wood pellets suitable for pellet-fuelled fires) is sold through retailers, so direct sales to online enquiries were not the target. The idea would be to drive traffic into retail stores.

 

That changed our approach of course, so with some adjustments to our processes, www.woodpelletfuel.co.nz was launched as a Traffic Trial. There was no existing website, so we added a few brochure-style pages and integrated the brochure site (the main menu pages) with the landing pages.

 

The primary landing page is for "buy wood pellets" and closely related keywords, here: www.woodpelletfuel.co.nz/buy-wood-pellets.asp

 

We emphasised the retailers with links to the retailers page (which started with only a handful of retailers on it), with a smaller link to the enquiries page as well, for bulk orders (which retailers don't satisfy as they sell in 10 kg or 20 kg bags, and bulk orders are often over 1 tonne).

 

The retailers got more orders and more retailers asked to be added!

 

 

Something weird happened though...

 

Google kept suggesting (via the Keyword Tool inside AdWords) that "buy cat litter" was a relevant keyword. It took us a while to get our heads around this, and then we worked it out: Catteries love pine wood pellets as cat litter it's super absorbent and it smells nice! So another landing page was added, and sales jumped again.

 

Enquiries, and phone calls, kept coming in from the website. Bulk order requests boosted sales by more than double. Our client complained that he had trouble getting the weekend off, because of all the inbound phone calls asking for factory bulk sales.

 

End result: Total sales doubled, at least, within 2-3 months, and have stayed up for 2 years since.

 

We are now working with an Australian distributor, to see if it's viable to repeat the process in Australia, exporting the pellets from our New Zealand client.

 

 

Case #4: T & I Engines

 

Again, a client who needed more sales, right now.

 

Heavy vehicle diesel engine reconditioning is a declining market, so there is a constant need to expand the geography and find new clients. On the upside, competition is reducing as competitors bail out due to falling sales.

 

Being business to business (mostly), it was very important to test and verify traffic volumes.

 

The Traffic Trial initially pulled 5-10 enquiries per week, but it was the wrong customer demographic the enquiries were mostly for consumer cars rather than trucks or buses.

 

Filters were added. Traffic levels, and enquiries, dropped and became much more targeted.

 

Two to four quality enquiries per week, right in the target market, is ideal; it took a couple of cycles of change to cause this, and then things really got cranking.

 

 

It's important to note that this project could have failed the client could have given up due to the initial flood of "wrong" enquiries. Fortunately, the client could see the causality operating, and understood that tuning would fix it. With his help to build the filters, the campaign has become very successful.

 

Once the campaign was properly tuned, sales from online enquiries jumped to $20-30k per month from an advertising budget of just $600 per month.

 

This project is now being expanded to include second hand truck parts.

 

 

 

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