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Harbor Flow Systems: BadgerMeter flow meter supplier

Scope:Supply and maintenance of flow meters

Task:Increase customer inquiries and optimize ad campaigns

Key results:

- Customer inquiries increased 16-fold without increasing the ad budget

Process. Let's go!

Once the key goals are defined, we move on to identifying the project's “input” data. This lets us run comparative analysis at every stage.

Stage 1. “Input parameters”

At the first stage we found that the client's key “input” parameters look roughly like this:

Contextual ads
Ads on niche websites
Word of mouth
Requests via a complicated website form, Calls
19 customer requests per month

Stage 2. Analytics

We implement analytics and control systems

Yandex.Metrica

To track all website requests and analyze traffic

Call tracking

To identify and analyze call sources

Call Back

To monitor additional calls, including missed ones, to increase the number of calls

CRM system

To control the sales department, improve manager performance and optimize client work

Website goals + UTM tags in ad campaigns

To pinpoint request sources, down to the
exact keyword

Interim result:

At this stage we already know where our clients come from, how much we pay for each one, which ad channels work, and how efficiently managers process requests

Stage 3. Hypotheses and strategies

We define hypotheses, directions and strategies, and agree them with the client.

Hypotheses

- Long forms are a barrier to getting requests

- Clients should get the key information as quickly as possible

- Getting feedback should be as simple as possible

Strategies

- Well-structured information packed into a landing page will bring the most requests

- Deep analysis of ad sources will reveal the next optimization steps

Stage 4. Implementing the agreed steps

  1. Building a user-friendly landing page
  2. Creating content for the landing page
  3. Expanding ad campaigns
  4. Setting up analytics and goals on the new page
  5. Directing traffic to the landing page
Person working on a laptop in a café

Stage 5. Interim results

  1. The new page converts 3.5 times better than the main website
  2. In the first week, the expanded ad campaign brought in 58 requests
  3. Listening to call recordings helped identify manager mistakes and refine the dialogues

Stage 6. Optimizing metrics and business processes

Deep analysis of the data allowed us to:

  1. Expand the ad campaign more than 10-fold
  2. Identify ineffective channels down to specific keywords
  3. Reallocate budget to effective channels and increase the number of requests
  4. Reduce the time managers take to process requests
  5. Identify key mistakes in sales scripts

Key results achieved during the project:

- Customer inquiries increased 16-fold without increasing the ad budget

- Request processing time has been significantly reduced

- An additional manager was hired to process requests

- The client clearly knows which ad campaigns work

- The client knows the cost of incoming customers from every channel and can plan its budget