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Sales Optimization
CHIP LEADER COACHING
www.CLCPoker.com
The Challenge
Chip Leader Coaching is a training company for professional poker players. They had a new product called Bracelet Hunter and needed a way to launch it. They hadn’t planned a large launch like this before and didn’t have a large email list to which they could promote the product.
The Strategy
With Vivid Labs’ guidance, Chip Leader Coaching planned and executed a virtual summit. We recommended this strategy because virtual summits (AKA virtual conferences) are an excellent way to simultaneously build a large email list and launch a product without a long and drawn-out sales process.
The RESULTS
After early-stage split testing on the name of the summit, Chip Leader Coaching found that the best registrant conversion rate came from the name Bracelet Hunter, which was coincidentally the name of the product they would be selling. After further experimentation on the summit landing page, the registrant conversion rate rose to over 90%. When the summit was over, a four-day promotional email campaign was sent out to announce the launch of the product. Based on Chip Leader Coaching’s investment in the summit, they achieved a 1,299% return on investment for the campaign.
Sales Optimization
KNOX COMPANY
www.KnoxBox.com
The Challenge
Knox Company manufactures security equipment for building owners. Their marketing strategy has historically focused on offline channels, but they wanted to take advantage of new targeting capabilities through pay-per-click advertising. Since they didn’t have a strong online following and a very targeted niche audience, they were facing a dilemma with reaching the right people without wasting ad budget.
The Strategy
Vivid Labs guided Knox Company to develop a paid advertising strategy focused on hyper-niche audience segments and personalized landing pages. With a clear understanding of their market, Knox Company launched a campaign to specific members of their audience on Facebook and LinkedIn, sending them through a personalized online experience that recommended products based on need and market segment.
The RESULTS
After launching the campaign on Facebook and LinkedIn, Knox Company began tracking sales back to their ads within a matter of days. With Vivid Labs’ help, Knox Company saw a meteoric rise in their Facebook-driven sales. Despite the small audience segment, the personalization of the landing page and crafting of the offer were optimized thoroughly enough to introduce a new revenue channel to the company for years to come.
Lead Generation
NEXTLEVEL PRACTICE
www.NextLevelPractice.com
The Challenge
NextLevel Practice is a dental consultancy based out of New York. Their audience is constantly looking for business growth strategies designed specifically around the logistical and legal constraints of dentists. They were looking for a completely new strategy to grow online, from advertising to inbound marketing.
The Strategy
Team Vivid constructed a series of campaigns spanning advertising, content marketing, public relations, email marketing, and more. Working with the internal marketing team at NextLevel Practice, we assisted with the installation and optimization of these campaigns. Our goal was to coordinate the entire customer journey from first impression to initial sale, at which point the sales team would handle the customer service experience.
The RESULTS
One of the primary lead generation strategies we helped NextLevel Practice with was an online webinar. Before working with us, NextLevel Practice received a small trickle of webinar registrants, and few ended up attending live. After our testing and updates to the landing page, lead generation increased almost ten-fold and attendance rose to over 30%. The primary reason for this was extensive optimization of the copywriting on the landing page and reminder sequence.
Lead Generation
The Challenge
Bart Baggett is the founder of the International School of Forensic Handwriting Analysis (ISFHA). He approached Vivid Labs for assistance with his lead generation strategy, specifically looking for a new way to boost leads in a small, hyper-specific segment of the market.
The Strategy
Vivid Labs treated ISFHA as a client in the business coaching realm, and the primary marketing elements to focus on in this niche are trust and authority. ISFHA has a wealth of results and testimonials to draw from, as well as a strong offer. We decided to focus on generating qualified leads through an online training that ISFHA had already produced, but with new improvements to the ads, landing page, and followup sequence.
The RESULTS
Vivid Labs worked with Bart to help ISFHA extensively test their lead generation campaign. This was a hard-won battle—we underestimated how much testing would be required to attract qualified leads in such a saturated market (business opportunities, or bizops). Regardless, after several multivariate testing rounds on the landing page, a winner was found. It achieved a statistically significant 31% increase in lead flow, so we launched this winning variant across all traffic channels and began to scale the ad campaign.
Sales Optimization
YOURLABWORK
www.YourLabwork.com
The Challenge
YourLabwork is an online reseller of lab panels ranging from metabolism to longevity biomarkers. When they approached us, they had recently completed a joint venture webinar with an affiliate partner. They weren’t happy with the results and asked us for help planning another webinar with the same affiliate partner.
The Strategy
After reviewing the contents of the prior webinar campaign, Vivid Labs got to work assembling a new strategy, complete with a pre-testing period to diversify risk on the go-live date. We helped YourLabwork rewrite and redesign the entire sales page, craft the offer, and manage the campaign on the day of the webinar.
The RESULTS
The webinar date arrived and was an overwhelming success. By the time the webinar reached its call to action, sales began coming in from live attendees. We had designed a multi-day email follow-up sequence for live participants as well as replay viewers, and this sequence generated more sales in the 72 hours following the webinar. In total, the webinar campaign generated a 6,797% increase in sales compared to the previous webinar with the same affiliate partner host.
Sales Optimization
DRY FARM WINES
www.DryFarmWines.com
The Challenge
Dry Farm Wines is a subscription-based wine company focused on healthy, sulfate-free wines. They were connected with Vivid Labs at a conference and asked us to help increase their website’s checkout page conversion rate.
The Strategy
After reviewing the checkout experience on their website, Vivid Labs assembled a series of testing rounds to find the best overall customer experience. We proposed two areas of experimentation—the cart page and the checkout page—with the focus of testing being the addition of core marketing elements such as authority, social proof, and the endowed progress effect.
The RESULTS
When the split tests had reached statistical significance, we had generated a 26.4% increase in purchases on the checkout page. This was due to the addition of testimonials from specific authority-building figures (to add social proof) and the inclusion of new branding elements.
Update: After further optimization of their checkout page using risk-reversal techniques, we helped Dry Farm Wines generate a 92.% improvement in checkout conversions. Their new checkout page has now been launched to 100% of traffic to their site.
