How our work has helped our client, a Furniture Removalists, turning this brand into a leading moving company for home & business in Australia.
Introduction
A foundation client of ours, Clixpert has worked with a Furniture Removalist client for over a decade, helping them grow their business by more than 40% every year, year on year.
Our work, which started in SEM, now includes display advertising, remarketing, CRM, strategy consulting, research, social media, analytics, web UI, branding, advertising and most recently, AI (artificial intelligence).
Objective
In June 2016, studying the data GA provided us with, we felt we had two strategic opportunities.
The Challenges
1. Moving home involves moving memories
Research indicated that in the moving industry, females are the decision-makers in deciding the removalist.
Using psycho analytics - ’voice tremor and pitch analysis’ using a psychological concept based on the ‘basal-ganglia’, we understood our audience’s mindstate to be ‘vulnerable’ - moving home involves moving memories - a much more emotional experience than people might think.
We realised we needed to be more ‘emotionally engaging’ with the way we presented our brand and got our client’s customers to engage with it.
2. Regional Australia was where growing new markets were
Rising house prices in the cities meant fewer people were buying homes. However, in the regional towns, this was not the case. People were continuing to upgrade their homes and move into new ones.
A push into regional Australia could no longer be ignored or avoided.
3. Expectations with regards to user experience had changed
As 4G gained traction, ‘speed’ was of the essence. We had to understand speed, accelerated mobile pages (the AMP project) and get with it.
4. The experience we promised, had to match the one we delivered
It is one thing to promise an experience, it is another to deliver it. We observed a drop in conversion where there was an expectation/experience mismatch.
5. “Make it easy for us to buy you”
This was a key comment from one of the satisfaction surveys we send every customer who has done business with our client. We took the sentiment of this customer’s statement and re-developed our ‘enquiry form’ completely based on it.
Our Strategic Initiatives
1. We re-developed our client’s website, making it more emotional in approach
We balanced in the way we presented our rational, emotional and social faces, thereby improving the marketing elements on the design.
2. We targeted regional Australia and used AI to improve ads, process, speed and
We compared page download speed and accelerated it by optimising copy, images & technology. The end result was speeds that either matched or exceeded the competitive benchmarks.
3. We linked web data to the Furniture Removalist’s internal CRM and scheduling system
Result - The Outcome: This drove productivity of the workforce, raised revenue, automation, and improved customer satisfaction.
4. We integrated Artificial Intelligence in website
With the AI integration, we now display real-time customer activity notifications within our client’s website including live visitor count, recent activity and recent bookings.
This has resulted in higher conversions, save on acquisition, increase visitor trust and social influence.
We’ve seen a 14.35% increase in Avg. time on page and the Bounce Rate improved by 19.52% and we’ve seen a massive 38% increase in enquiries in June within a month since AI was implemented.
5. Search Advertising
Search advertising has played a major part in our client’s business success. Ad copy highlighted the brand credentials, their experience (10,000+ customers), also highlighting offers. The ads led the user to the homepage where they could learn more about various moving packages, moving calculators and other offers. The user could then navigate through the website to the relevant package page.
Results
The Results After 12 months of activity:
References
“Clixpert has literally been my outsourced marketing department for the last decade or so. In a business, as dependent on the web as ours, a crisis is when you look at your sales leads and find they are not where you’d like them to be. Clixpert has always risen to the occasion when we’ve found our leads have dropped, they have done excellent ‘fundamental analysis’ on our business and have been instrumental in propelling it forward” - Client
Contact us at 1300 254 973 for a free consultation to see if we can help you grow your business.
