Find your marketing bottlenecks: how to find the best vehicles. Study of how we tripled sales.
Posted: Tue Dec 24, 2024 8:47 am
Last year, UniOrka approached B/300 with a challenge: to generate 800 leads per month .
UniOrka is a company from Goiás and Mato Grosso that provides supplementary, technical and postgraduate courses.
The company spent R$10,000 on marketing and only managed to generate 300 leads per month. Since it was unable to generate large conversions, UniOrka decided to contact an agency.
AB/300 was the Growth agency indicated by RD Station to help UniOrka with this.
In addition to being CMO at StayApp , I am also a Growth Hacking consultant .
I applied the standard process, which luckily for you job seekers database I made a FREE video lesson showing it and other tips on Lead and Sales.
I then discovered that the problem was not the money invested, but rather where and how it was invested.
Many people believe that investing absurd amounts of money in any vehicle and channel is the right way to convert and make sales.
Understand: If you are not a Casas Bahia fan, this is not the right way to invest your money.
This article, therefore, aims to help you find bottlenecks in your marketing strategy, as well as find the best vehicles.
To do this, I will tell you how I solved UniOrka's problem and tripled the company's sales.
UniOrka Case
UniOrka's main problem: Too much money invested and little lead conversion.
When this job appeared here at B/300 , the first thing I did was apply my Growth Hacking process to identify and research the entire problem the company had, in order to discover where the conversion bottlenecks were.
If you want to know the process in depth, I prepared a Growth Hacking KIT just for you.
Read also: 25 phrases for customer day
I focused on finding out what was preventing UniOrka, which was investing 10 thousand reais, from generating qualified leads to reach sales targets.
After a long meeting, talking and asking a sequence of 56 questions that are in my Growth Hacking process (which I describe in my FREE video class ) I discovered that:
They invested all the money in an Adwords campaign that directed to the website.
Analyze the website to which the user would be directed and I already noticed the error: Several ESCAPE points.
As you saw in the images above, the UniOrka website has several escape points, links that take the user to other places.
This prevented the company from achieving its initial and priority objective, which is to generate leads.
It was then that I came up with a hypothesis: If I decrease the points on the site, I will increase the conversion rate.
How did I do this?
Many people at this point would want to make changes to the website, but I did the opposite.
Instead of making changes to the website, I used their marketing platform, RD Station, and created a Landing Page.
I created a new page from scratch focusing on the product's value proposition and with the sole and exclusive focus on the customer.
From there, I took the same campaigns that were running and put them to run, but instead of directing to the website (which was full of escape points), they directed to the Landing Page.
And from then on the results started to appear.
Then we just replicate this strategy on Facebook Ads.
Now you ask me: But Rodrigo, did it work?
See for yourself.
In November 2018, we had 17,000 visitors. Of these visitors, 675 leads were generated. Of these leads, 317 were converted.
Also read: How to Make a Customer Acquisition Funnel in Inbound Marketing: The Absolutely Complete Guide to Converting Visitors into Customers (Extra: A Free Spreadsheet to Get Started Now!)
The following month, the result was even better. Out of 14,406 visitors, 958 leads were generated. Of these leads, 850 were converted.
And if you thought it couldn't get any better, you couldn't be more wrong. In January 2019, the results were even better. Out of 23,628 visitors, 2,418 leads were generated. And of those leads, 91.15% were converted!
Conclusion
Just because you're investing a lot of money doesn't mean the results will be positive. UniOrka invested R$10,000 every month, but only generated 300 leads.
Through a Growth process, and a quick and simple tip, more than 200% of leads were converted.
Do you want to better understand how I did this Growth Hacking process? In addition to the FREE video lesson I produced, I also separated special material in my Growth Hacking KIT.
UniOrka is a company from Goiás and Mato Grosso that provides supplementary, technical and postgraduate courses.
The company spent R$10,000 on marketing and only managed to generate 300 leads per month. Since it was unable to generate large conversions, UniOrka decided to contact an agency.
AB/300 was the Growth agency indicated by RD Station to help UniOrka with this.
In addition to being CMO at StayApp , I am also a Growth Hacking consultant .
I applied the standard process, which luckily for you job seekers database I made a FREE video lesson showing it and other tips on Lead and Sales.
I then discovered that the problem was not the money invested, but rather where and how it was invested.
Many people believe that investing absurd amounts of money in any vehicle and channel is the right way to convert and make sales.
Understand: If you are not a Casas Bahia fan, this is not the right way to invest your money.
This article, therefore, aims to help you find bottlenecks in your marketing strategy, as well as find the best vehicles.
To do this, I will tell you how I solved UniOrka's problem and tripled the company's sales.
UniOrka Case
UniOrka's main problem: Too much money invested and little lead conversion.
When this job appeared here at B/300 , the first thing I did was apply my Growth Hacking process to identify and research the entire problem the company had, in order to discover where the conversion bottlenecks were.
If you want to know the process in depth, I prepared a Growth Hacking KIT just for you.
Read also: 25 phrases for customer day
I focused on finding out what was preventing UniOrka, which was investing 10 thousand reais, from generating qualified leads to reach sales targets.
After a long meeting, talking and asking a sequence of 56 questions that are in my Growth Hacking process (which I describe in my FREE video class ) I discovered that:
They invested all the money in an Adwords campaign that directed to the website.
Analyze the website to which the user would be directed and I already noticed the error: Several ESCAPE points.
As you saw in the images above, the UniOrka website has several escape points, links that take the user to other places.
This prevented the company from achieving its initial and priority objective, which is to generate leads.
It was then that I came up with a hypothesis: If I decrease the points on the site, I will increase the conversion rate.
How did I do this?
Many people at this point would want to make changes to the website, but I did the opposite.
Instead of making changes to the website, I used their marketing platform, RD Station, and created a Landing Page.
I created a new page from scratch focusing on the product's value proposition and with the sole and exclusive focus on the customer.
From there, I took the same campaigns that were running and put them to run, but instead of directing to the website (which was full of escape points), they directed to the Landing Page.
And from then on the results started to appear.
Then we just replicate this strategy on Facebook Ads.
Now you ask me: But Rodrigo, did it work?
See for yourself.
In November 2018, we had 17,000 visitors. Of these visitors, 675 leads were generated. Of these leads, 317 were converted.
Also read: How to Make a Customer Acquisition Funnel in Inbound Marketing: The Absolutely Complete Guide to Converting Visitors into Customers (Extra: A Free Spreadsheet to Get Started Now!)
The following month, the result was even better. Out of 14,406 visitors, 958 leads were generated. Of these leads, 850 were converted.
And if you thought it couldn't get any better, you couldn't be more wrong. In January 2019, the results were even better. Out of 23,628 visitors, 2,418 leads were generated. And of those leads, 91.15% were converted!
Conclusion
Just because you're investing a lot of money doesn't mean the results will be positive. UniOrka invested R$10,000 every month, but only generated 300 leads.
Through a Growth process, and a quick and simple tip, more than 200% of leads were converted.
Do you want to better understand how I did this Growth Hacking process? In addition to the FREE video lesson I produced, I also separated special material in my Growth Hacking KIT.