Rain-Proofing Conversions: DiscoverMarket’s Winning Formula with PPC and CRO
Goals
- Design a high-converting landing page to increase DiscoverMarket’s lead generation.
- Improve PPC performance and optimize budget usage for maximized returns.
- Implement CRO techniques to streamline visitor journeys and increase conversions.
- Deliver a seamless user experience tailored to the hospitality industry.
Challenge:
DiscoverMarket sought a comprehensive digital marketing campaign to increase lead generation and enhance conversion rates, particularly focusing on their innovative rain protection insurance for hotels. The project required developing a new landing page, running an effective PPC campaign, and implementing conversion rate optimization (CRO) strategies to maximize results from digital advertising efforts. DiscoverMarket needed a seamless integration of copywriting, design, and conversion-driven enhancements to capture and convert potential clients.
Approach:
We started by analyzing the target audience and their pain points, particularly focusing on hotels’ revenue dips caused by unpredictable weather conditions. This research informed the design and messaging of the landing page, ensuring it was focused on the hospitality industry’s specific needs. We then crafted a series of compelling, action-driven ads across Google and LinkedIn to target hoteliers and decision-makers directly.
For the PPC campaign, we used precise audience targeting, narrowing down on the hospitality sector and focusing on companies that could benefit most from weather insurance solutions. We adjusted the ad spend between high-performing channels, refining keywords, and optimizing ad copy for relevance.
The landing page design included clear call-to-actions, trust elements like client testimonials, and a step-by-step explanation of the product’s benefits. We ensured that all key information was above the fold, addressing issues with scroll depth tracking discovered during the CRO audit. By integrating pre-built data tracking features, the landing page effectively captured leads and enhanced DiscoverMarket’s visibility.
We conducted an extensive CRO audit to improve user experience, focusing on fixing usability issues and optimizing for mobile, as 84% of visitors accessed the site through mobile devices. We also implemented Google Analytics 4 tracking for better visibility into user behaviors, identifying friction points and making targeted improvements based on data insights.
Execution
PPC Campaign:
- Managed PPC ads across Google and LinkedIn, targeting hospitality industry stakeholders.
- Optimized ad spend by focusing on high-conversion audiences, refining targeting, and constantly A/B testing ad creatives.
- Incorporated seasonal factors to align ad copy with weather-related pain points, ensuring the messaging was timely and relevant.
Landing Page:
- Created a custom landing page with concise, targeted copy that resonated with hotel managers and decision-makers.
- The design included intuitive navigation, clearly visible CTAs, and trust-building elements like customer stories and service benefits.
- Integrated advanced analytics for tracking lead submissions, page interactions, and scroll depth.
CRO:
- Conducted an in-depth Google Analytics 4 audit to refine the user journey.
- Identified low engagement on mobile, prompting significant mobile optimization including faster load times and mobile-friendly content blocks.
- Improved form conversion rates by simplifying the “Request a Demo” form and making it more accessible across devices.
Results:
Conclusion:
Through a holistic approach that combined effective PPC management, targeted landing page design, and robust CRO techniques, NinjaPromo helped DiscoverMarket significantly improve their lead generation efforts and online conversion rates. By focusing on industry-specific pain points and optimizing user experiences across devices, the campaign not only met but exceeded DiscoverMarket’s goals, positioning them as a leader in weather protection solutions for the hospitality sector.
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