"We want to improve the performance of our digital sales funnel."
When we first started working with them, this airline expressed a desire to improve organic traffic and boost revenue from paid digital marketing spending. At the time, its site tended to appear on the third or fourth page of organic search returns. And in a nine-month period, Google Analytics suggested the airline had seen little to no revenue as a result of its paid digital ad spending.
"Ok," we said. "Let's take a deep dive into your existing data. This will help us create a set of actionable insights we can use to improve the performance of your digital pipeline and boost the ROI of your marketing spending."
A deep dive into the airline’s existing marketing data yielded a good bit of actionable intelligence. We discovered that laggy site performance and a handful of basic SEO issues were contributing to negative user experiences and poor organic search placement. These issues were both high-impact and easy to fix: the airline migrated its site to a performance-oriented host and made some best-practice SEO adjustments.
"Let's also reorganize your digital adspend. Let's get rid of agency fees and any other wasteful spending, improve the holistic health of your overall pipeline, and start improving visibility with GoConvert."
GoConvert drives substantially better results than traditional digital advertisers and marketing agencies so we were optimistic this approach would substantially improve this customer’s marketing KPIs.
And since we don’t charge any fees, we were able to dedicate a higher portion of the airline’s marketing budget to ad buys.
How does GoConvert help?
By combining the self-sufficiency of an application with the expertise of an agency, GoConvert uses four actions to help this customer quantify results, maximize ROI, and achieve its marketing goals.
GoConvert uses all available data resources — social media intel, Google Analytics, contact information, and other digital signals — to continually fine-tune audience assumptions. We always know whom we’re speaking to and how well we’re resonating with them.
GoConvert uses audience intelligence to build highly-relevant marketing collateral. This helps ensure content topics, social media channels, and ads align with known audience variables. Now, marketing spending has the potential to generate exponential returns.
Lead Generation & Nurturing
We use a series of audience-specific landing pages to deliver a steady stream of leads to the airline’s booking engine and marketing system. This allows the customer to nurture prospects along a well-defined conversion path, drive repeat purchases, and create a steady stream of front-line intelligence.
Measuring, Analyzing, Reporting, Learning & Fine Tuning
We use engagement data and other digital signals to constantly learn from our marketing efforts and improve our models. This allows us to fine-tune collateral resources, improve lead generation, hone conversion workflows, improve intelligence models and audience hypotheses, and improve overall marketing efforts (on- and offline).
Data & Discoveries
Working with GoConvert is an adventure. Our customers usually start with one set of assumptions. Then, working side by side, we discover all sorts of exciting, unanticipated things. Steering into these discoveries helps improve pipeline health and maximize the ROI of overall marketing spending.
This was certainly true in this customer’s case. GoConvert helped the airline put upward pressure on awareness and engagement and keep downward pressure on wasteful spending. Our solution also helped the airline exceeded important digital marketing benchmarks and maintain best-practice spending ratios. After just a few weeks, the customer’s funnel became ultra-healthy and ultra-cost-efficient. Click-throughs and paid conversions increased substantially while inefficient spending dropped precipitously.
Before GoConvert, most of the airline’s online revenue came from three channels: partner referrals, organic searches, and direct visits to its website. Other channels — including paid search and social referrals — generated less than 1% of total digital revenue.
In just a few months, GoConvert has helped this customer add another revenue channel that’s currently accounting for 2% of all online sales. Paid efforts are now ROI positive and contributing to overall revenue lift.
In addition to net new purchases, GoConvert is also helping the airline capture thousands of dollars in revenue that was historically lost to site bounces and cart abandonments. We’re also helping the customer create revenue lift by driving repeat purchases.
The Virtuous Gap
From the very beginning of our relationship, we’ve been able to sustain one of our most important abstract models: the “virtuous gap.”
As we fine tune a customer’s audience data and use that intel to improve the alignment of channels, messaging, and creative, we begin minimizing spending (cost per click or “CPC”) and maximizing engagement (click through rate or “CTR”).
This is marketing in its most harmonious state: putting sustained downward pressure on CPC (red) while simultaneously putting upward, even exponential pressure on CTR (gray). More often than not, the virtuous gap has positive collateral effects on lead flows as well. In this customer’s case, it certainly did.
GoConvert is helping the airline achieve a 6.57x return on its marketing investment. For every dollar they give us to manage, we’re giving them back $6.57.
We’re outperforming our original ROI goal by 1.66x and our original revenue goal by 66%.
“How has GoConvert helped you?”
Thanks to GoConvert, our paid marketing funnel is generating higher returns than it did before. Their pipeline intelligence solution is helping us reach our growth goals, and their feeless pricing structure is helping us save money at the same time. I’d recommend GoConvert to other air service companies.
Marketing ManagerCanadian Air Carrier
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