Twilo were consulted to improve the quality of lead generation through PPC and Search Engine Optimisation. Whilst FDH previously received many “leads” the quality was not always consistent to the company’s targets. Twilo set out to improve the quality of the leads, which would undoubtedly reduce the quantity by focussing on the reach, message, landing page experience and subsequent user journey.
Twilo unearthed hidden gems not previously being used for digital marketing or SEO – Saffron product videos. Embedding these correctly from YouTube added a huge amount of quality organic traffic and over a third of people that saw an ad viewed 100% of each video. Over 80 thousand views of videos in less than 6 months with conversions coming directly from video views, as well as earned views, subscribers and likes! Ad text was given the Twilo streamlining treatment and the message brought ‘on brand’ and also relevant to the targeted landing page with clear calls to action.
Conversions were heavily reliant on a single product landing page. Almost half of the conversions were coming from there, meaning that if users didn’t get to this page they were less likely to convert elsewhere on the site. It’s like a team relying heavily on one striker scoring all the teams goals. Page loading times were slow and site-wide metrics were poor meaning overall SERP position was low and ‘visibility’ with very few search enquiries resulting in page one positions.