How we Reduced Cost Per Lead by 50% and achieved a ROAS of 800% for a Home Improvements Business

• The client was only converting 1 in 5 leads with an average order value of £1,000.
• Lockdown meant that they were unable to visit customer homes to carry out surveys and installations.

Ambitious Targets Exceeded

• Targets were met and exceeded within the first 2 months of the new strategies being implemented.
• A 50% drop in cost per lead was achieved, giving the client a bigger margin on each sale.

Reduction in Spend but More Leads

• Employing our new strategies the client achieved the same number of leads as they had done in the past, but for half the spend.
• In order to help the client through the challenges of Lockdown, we agreed to an incentive-based management fee, to reduce the burden during leaner months.

Visualising the Results

Spend has decreased by 48% compared to the same period last year, whereas conversions have increased by 28%. (The Cost Per Conversion has decreased by 58%)

• New Clean and Modern Looking Website
  The client’s website was dated and the conversion rate was below average.  Our in-house team designed and developed a sleek and modern site, based on feedback from our marketing team.
• Testing & Experimentation
  We implemented the latest multi-step forms which improved conversion rates on the landing pages and helped to pre-qualify leads.
• CRM System
  Working with the client’s sales team, we introduced Monster Forms, a Push CRM product to help to improve lead quality.
• Data Analysis and Interrogation
  Our expert data analysis team analysed the client’s sales data and set an ambitious cost per lead target of nearly 50% lower than previous results.
• Omni-Channel Approach
  We took the decision to reduce our Google Ads budget and instead introduced Facebook Ad campaigns, which lead to 100% more leads from the platform.

At Push, we like to think of ourselves as our client’s in-house marketing team, so when times are hard for them, we like to do our bit. In this case, we switched our traditional fee model to an incentive-based approach.  This meant that during leaner months, their fee would be less.

Working closely with the client, we worked fast to introduce a number of inventive strategies to help them achieve the same number of leads but for half of the cost.

In addition to upgrading its website, we introduced a CRM system to improve and streamline its processes.

If you’ve liked what you’ve read and would appreciate our help, please get in touch today.