Success Right Out Of The Gate With A Moving Company Quote Service
July 2006 - An online moving company quote service wanted to launch a site into a very croweded field. After more than a month of research, Reciprocal convinced the firm to completely revamp a brand new web site in favor of a much simpler site that would focus on gathering lead information. The new site eliminated large photos, moved all form fields above the fold, eliminated an entire page of the lead gathering process and emphasized a testimonial on the first page. Simple straightforward ad copy was written for the first page that featured the unique benefits of the quote service.
Reciprocal knew that competitors would have equal access to all the tools of Adwords, MSN search and other PPC services. They also knew that other older sites in this space had an extensive back link structure for natural search that would take years of work to duplicate. The critical element of this campaign would be the new site's ability to convert leads at a lower cost than other sites. The site launched with a 20% conversion rate right away.
From day one Reciprocal, with input from the owner of the site and advertisers on the site, continued to improve not only the lead conversion rate but also the site advertiser's conversion rate of leads into actual sales. By warming up leads with automated emails created specifically for each advertiser, they were able to build the confidence in the quality and service of the advertiser before the lead was contacted by phone.
This client is thriving even as a new entrant into a crowded field because Reciprocal took the time and effort to analyze this market carefully before the launch of the site. Because of the flexibility of the owner of the site, Reciprocal was permitted to completely change the look and feel of the site right from the start so that the launch could be successful. This initial success is allowing the owner of the site to bootstrap his website into a larger and larger ad spend.
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