Case Study:Transforming Zongericht's Sales through Direct Response Marketing and WaaS
When Zongericht, a specialized solar panel installation company in the Netherlands, joined OwlWeb Studio, they were already generating sales but struggling with profitability due to unnecessary expenses. Despite having well-equipped technicians capable of handling complex projects, the management couldn't make the company profitable.
Challenge: Zongericht's main issues included:
Low-quality leads
Low-quality leads leading to wasted time and resources in the Sales department.
Not Maximized ROI:
High expenses on unrealistic inspections. Reducing Wasted Time and Resources in Sales
Poor Lead Conversion Rates
High lead price with poor lead conversion to deal rates - From 30-35 Leads to 1 Deal.
Strategy and Implementation:
We implemented our All-in-One package, which includes Direct Response Marketing (DRM) with Website as a Service (WaaS) for an 18-month period.
1
Market Research and Target Segmentation:
> Zongericht already had vital market research identifying their target audience.
> We analyzed this research to pinpoint several key target groups.
2
Digital Marketing Campaigns:
> We diversified their digital marketing strategy and lowered advertising spend on the main website.
> Created 28 landing pages, each tailored to different services, solar panel brands, regions, and roof types.
> Launched highly customized Google Ads campaigns for each landing page.
> Set up Google Analytics 4 and used Google Tag Manager to track all conversions.
3
Advanced Tracking Techniques:
> Implemented customized UTM parameters to track users' journeys from ad click to conversion.
> Used specialized JS snippets for deeper user tracking and analysis.
4
Optimizing User Experience:
> Improved landing page speed and performance, crucial for clients like Dutch farmers with poor internet connections.
> Ensured landing pages were super fast, user-friendly, and highly effective at converting visitors.
5
Boosting Trust with Testimonials:
> Launched a Testimonials project featuring real Zongericht clients sharing their success stories.
> Organized a team to handle client interactions, including calling, meeting, contracting, and photographing clients with their solar panels.
> Created compelling testimonials with aerial shots and real stories, enhancing trust and credibility.
> Each homeowner received an honorarium, expensive wine, and flowers for their participation.
> This tactic also supported our re-marketing strategy and affiliate marketing, offering compensations and discounts for recommendations.
Results:
Lead Quality and Conversion:
Initial improvement (1-3 month): From 1 contract per 30-35 leads to 1 contract per 6 leads within three months.
Further enhancement (3+ month): Achieved a conversion rate of 1 contract per 3 leads, with an average contract value of €8,000.
Revenue Growth:
Monthly revenue increased from €60,000 to €700,000 within three months.
Eventually surpassed €1,210,000 per month in revenue.
Cost Efficiency:
Significantly decreased Cost per Click (CPC) compared to competitors.
Enhanced lead quality and reduced lead price, ranging between €150 - €450 per high-quality lead.
Conlusion
Through our comprehensive approach combining Direct Response Marketing, Website as a Service, and a strategic Testimonials project, we successfully transformed Zongericht's lead quality and profitability. By leveraging advanced digital marketing strategies, optimizing their web presence, and enhancing trust through real client stories, we helped them achieve substantial revenue growth and operational efficiency.
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