10X ROAS just by adding a customer touch point
Background
Our client, a prominent UK-based travel agency owner specializing in curated travel packages, caters to a diverse customer base aged between 25-40, offering unique experiences for vacations, family trips, and honeymoons. A distinctive aspect of their service is surprising clients with a mystery day in the itinerary, ensuring an element of delightful spontaneity.
Challenges
Despite generating a substantial volume of leads, the lead-to-booking ratio stood at 8:1, resulting in a negative Return on Advertising Spend (ROAS). The primary challenge was understanding why the lead-to-booking ratio was low, hindering the conversion of leads into paying customers.
Approaching us with this issue, the client sought a solution to enhance lead quality and, subsequently, improve the overall conversion rate.
The Strategy
1. Advertising:
Upon conducting a comprehensive audit of the client’s advertising account, it was evident that the focus was primarily on reaching a new audience rather than nurturing the existing one down the marketing funnel. To address this, we developed new visuals that highlighted the USP from a fresh perspective, ensuring a more engaging and relatable connection with the target demographic.
2. Website Optimization:
While the client’s website was already optimized for conversion, a crucial insight emerged from analyzing previous data. Many potential leads were lost due to the absence of a sign-up form on landing pages. Recognizing this, we recommended the inclusion of sign-up forms on strategic landing pages, prompting visitors who did not convert to at least engage by signing up.
Note- I have seen many landing pages without Sign up form. Sign up form shouldn’t be limited to Home Page.
3. Missing Touchpoint
Identifying a critical missing touchpoint in the customer journey, we introduced post-advertising personalized email. This strategic move significantly increased customer engagement and trust. By maintaining a consistent and personalized communication channel, we successfully bridged the gap between leads and actual bookings.
Campaign Results:
Within a 14-day duration, implementing the above strategies resulted in a remarkable transformation of the client’s performance metrics:
- Ad Spend: $3,000
- Cost Per Lead (CPL): $3
- Revenue Generated: $30,000
- Average Order Value (AOV): $1,000
- Return on Advertising Spend (ROAS): 10X
The lead-to-booking ratio improved from 8:1 to an impressive 3:1, demonstrating the effectiveness of the revamped marketing approach. This case study underscores the importance of a holistic strategy that not only attracts leads but also nurtures them through the entire customer journey, leading to a substantial increase in conversions and revenue.
