Case Studies.

TABLE OF CONTENTS

CanaDream Case Study 3

Trafford Consulting Case Study 5

Tourism British Columbia Case Study 8

Fiesta Movement Case Study 11

MindSea Case Study 13

AllPopArt Case Study 15

BlackBerry Case Study 17

Cook American Express Travel Case Study 20

TBG/easyCar Case Study 23

TeliaSonera Case Study 26

CANADREAM CASE STUDY

CanaDream has been in business since 1995. Canadream is one of the largest recreational vehicle rental companies in Canada. With a rapid growth of 800 units available to its clients from 7 rental locations across Canada, they have positioned CanaDream as the best supplier of Canadian leisure travel. Customers can book their RV vacation through CanaDream.com, over the telephone and via accredited wholesalers.

The Challenges

With their understanding of the competitive marketplace, CanaDreqam knew that their website booking conversion rate was below the industry average. They wanted to show their unique value and also wanted to increase their conversions online and by phone.

Most of the site's visitors could not easily understand the benefits they could get from booking with CanaDream and their rental options, so they wanted to make changes to the website that would improve their conversions. In addition, they wanted to make pricing details more easily visible on the site.

The Solution

They created the CanaDream Conversion Optimization strategy. They analyzed the value, relevance and clarity of each of the pages

of the site, made an in-depth web analytics audit of the entire website and monitored the results as they went along.

They also discovered that having a persistent call-to-action on their site influenced the overall site revenue generation. They developed two variations; simple and Urgency, and tested them with live visitors on their website. Each visitor would only see one variation and each would track online or phone call booking.

On the first variation they tested a new layout and graphic design. The changes within the site included emphasizing the headline, proper alignment of the input to ease eyeflow, emphasizing the call- to action button and changing it to match a form headline.

In the second variation, which they called "Urgency," they only made some changes to the site such as changing the headline and button copy as well as separating the key theories related to the PCTA area's need for relevancy and the urgency messaging.

The Results

By changing the headline and button copy, they were able to understand the importance of relevance and urgency messaging in booking results of Canadream. After the variation tests, they identified the best performing variation, which was "Urgency." It doubled the online and telephone conversion rate and caused them received 106% more bookings with the same traffic.

TRAFFORD CONSULTING CASE STUDY

Trafford Consulting, located in Barcelona Spain, focuses on providing expertise to the growing number of new technology companies. They work with different types of providers worldwide.

One of Trafford's client published "The Green Guide,” a free investment report that offers investment information in layman's terms. Using proven to be effective marketing tactics, Trafford and its client developed a marketing plan. This plan was very expensive as it needed to address multiple global geographies, but it resulted in success.

The Challenges

Trafford began promoting the Green Guide online through a paid search campaign. The company also wanted to squeeze the most possible conversions to their client's paid search investment although they knew that the landing page was considered good in visitors to leads conversion.

Trafford tried different techniques to improve the Green Guide landing page performance but failed to improve the conversion rate. They needed to improve the landing page to get a higher percentage of web visitors who can complete the registration form.

The Solution

They developed a test plan and implemented the test using Google Website Optimizer. They also established a Conversion Optimization Strategy which resulted in three test variations

The first variation was the "Simple" one that used the same copy as the control. They've made many changes to the design including:

•Changing the old 3 column layout into 2

•Creating a new graphic header

•Adding a guide cover image

•Removing distracting images

•Rewriting CTA's

The second variation was "Below the fold" in which they used a long sales letter. The lead generation form was moved below the fold, but the design elements were similar to the first variation.

The third variation also included a long sales letter but a noticeable lead generation form above the fold. The colors and the whole layout were similar to the first variation.

The Results

Each of the three variations has been shown to work in many similar lead generation tests. That's why the test administrators were not surprised at the conversion rate lift, but they didn't expect the magnitude. All three variations produced a conversion rate lift from 60% to 91.4%.

The third variation with the Multiple CTA's was found to have the highest conversion rate lift.

TOURISM BRITISH COLUMBIA CASE STUDY

Tourism British Columbia is responsible for the development of the province's $13.4 billion tourism industry. Their website HelloBC.com represents almost 6,000 tourism businesses and 130+ communities. Hundreds of thousands of local and international travelers visit the province every year.

The Challenges

Research showed that the more visitors engaged with website content, the more likely they were to purchase. Tourism BC realized that the brand equity was not a problem because British Columbia is known as one of the most livable cities in the world, but they wanted to make sure that visitors would book their vacations much more quickly and without second thoughts. So they started to give away a downloadable travel guide by registering on HelloBC.com.

Then they've realized that customer's lessened their engagement with the website because they exited the site after downloading the free travel guide. They thought about strategies to re-engage visitors with their website so that they could boost the bookings on their province again.

The Solution

Tourism BC had worked with WiderFunnel in the past so they already knew that it could produce the things they needed to achieve their

strategic objectives. WiderFunnel developed a strategy for conversion optimization to all web properties and landing pages called the "Kaizen Plan". WiderFunnel started by analyzing the website's thank you pages. They saw a number of opportunities for improvement. They recommended a multi-step approach to conversion optimization testing. The first test was to identify the best general page layout and the second one was to perform separate individual theory and continue to improve.

First Test: Identifying the best general page layout

WiderFunnel developed some page layouts and design hypotheses using the original as a control page to compare each result. The goal was to know which one will engage more visitors on the Thank You page after downloading the travel guide.

Second Test: Performing separate individual theory

Using the information gathered on the first test, they generated new theories they’ve included into new test variations. There are two variations: the Interactive Map and the Catalogue. The Interactive Map was produced to test the main theory that a clickable map of British Columbia would persuade thank you page visitors to proceed with their research of the province by opening more website pages. The second variation is the catalogue in which they tested the main theory that highly visual and informative representations of BC's key regions and cities would capture page visitors and lead them back to the site.

The Results

The second variation was found to increase engagement with visitors from 18% up to 22% during the first test. The 2 testing rounds resulted in a 44% gain in visitors and reduced exit rates. The downstream engagement on their website also increased.

FIESTA MOVEMENT CASE STUDY

Ford Motor Company, based in Michigan, is the second largest automobile manufacturer in the United States. Ford had more than 370,000 employees by 1996. According to a US national survey, the company domain ford.com reached 11 million annual visitors by the year 2008. Ford Motor produces automobiles under several major brands such as Ford, Lincoln, Mercury, Mazda, Land Rover, Aston Martin and Volvo.

The Challenges

Ford Motor Company wanted to start a national conversation about Ford for a new generation. They wanted to have an opportunity to generate buzz and sales and to create broader scale awareness in the small car market and to leverage social media.

Some of the company's concerns are

• No control over what the agents can say about the car.

• Returning of the cars.

• Serious accidents.

The Solution

They ran a campaign called "Fiesta Movement" where 100 people had a chance to drive Ford Fiesta for six months with free gas, insurance, and parking. But in exchange for a free six-month test

drive they will share their experiences using social media to Friends and followers.

They needed to blog, upload videos to YouTube, post photos to Flickr, and make updates on Facebook and Twitter, all of which would move automatically through their social networks. The agents handled specific missions based on monthly themes.

The Results

The Fiesta Movement campaign received more than 4,000 applications but only 100 lucky agents were chosen to drive the car for six months. The company said that the result is amazing because they've received 4.3 million views on YouTube, 50,000 leads, 540,000 Flickr views and 3 million Twitter impressions.

Ford sold 10,000 units in the first six days of the campaign. It already ran in Europe and Asia and made Ford Fiesta the best selling Ford model in Europe in 2009.

MINDSEA CASE STUDY

MindSea Development Inc. is an app developer with over one million users worldwide. Bill Wilson, the CEO of MindSea, felt challenged to attract new customers.

The Challenge

Wilson thought there should be a significant demand in the market for the capabilities of his team. He wanted to take control of the sales funnel and attract and serve clients across North America.

He collaborated with Tom McLellan of GrowthClick. They thought of ways to improve MindSea's positioning using online tactics. They focused on a few challenges and applied the company's existing Go-To-Market program. Some of the key challenges were:

• Clarifying the prospective customer profile as well as the Go-To- Market strategy

• Creating new messaging system that would emphasize the benefits and scenarios

• Attracting flow of leads that were compatible with MindSea's prospective buyers profile

• Developing new leads by improving the process, standards and tools of MindSea company.

The Solution

As the two heads of the companies worked together, they created the following:

• A Mobile App Planning Kit and recording of an interview between Bill and Tom

• A redesigned website with content development and online advertising as part of the Go To-Market strategy

• An online lead generation campaign launch supported by Google Adwords and LinkedIn pay-per click marketing

• Optimization of the campaign that maximized the lead volume and ROI

• Email and telesales to follow up on new leads

Results

MindSea has developed a mobile app solution called "PocketBooth" that was sold using their 5 simple steps campaign. The first step was planning the campaign by defining the ideal lead profile. Second, they promoted relevant ads. Third, they turned clicks into leads by offering valuable content. After capturing leads, they delivered sales follow up. The last step was measuring the results and re- investing in Best Ads.

The mobile app was rated # 32 by Apple in 2012. Over one hundred leads were attracted using their pilot campaign, gaining several clients from the US and Canada. 25% of leads was converted into sales appointments, which doubled their sales revenue. MindSea has expanded its team and portfolio. Bill Wilson said, "We have doubled our average revenue per sale. Fantastic results."

ALLPOPART CASE STUDY

AllPopArt is the producer of handcrafted pop art photos and portraits on canvas since 2004. All their artwork is hand-illustrated by AllPopArt artists using a mix of traditional media. No artificial software filters are used. All their work is digital with no sitting required. Their work has been featured in Oprah Magazine as one of Oprah's favorite gifts.

AllPopArt ignored the evolving needs of their customers even though they knew about the growing competitive pressures from China and India. They were very proud of their high gratification level with customers; nevertheless, they found out that 50% of their visitors didn't understand that an actual artist creates the artwork and many of the visitors believed that the price of the artwork was too expensive.

The Challenges

AllPopArt wanted to resolve this issue by redesigning key pages of their site, but they didn't know which page they should prioritize first. Also, their team didn’t have the skills to run the project on their own. Both the number of customers and profit per visitor were important so they didn't want to risk escalating the purchase conversion rate while unintentionally hurting revenues.

The Solution

AllPopArt.com hired WiderFunnel, a Marketing Optimization Consulting Firm, to manage their first priority, an optimized product page. WiderFunnel designed three variations of the page; Lightbox

& CTA, No +/- Prices and Horizontal Steps.

The Lightbox & CTA variation tested a number of changes including striking call-to-action areas and clickable value proposals. The "No

+/- Prices was similar to the Lightbox & CTA version, except only the

total price was displayed. Third, the Horizontal Steps version showed the product description on the upper part of the site while the product options were moved below.

The Results

After performing the three variation test, WiderFunnel found the most effective version to be the third one, the "horizontal steps" version. It resulted in 28% more buyers and 42% more revenue per visitor with no extra cost.

BLACKBERRY CASE STUDY

Blackberry is also known as a RIM device. RIM (Research in Motion) is the manufacturer of Blackberry. People want constant access to their email, calendar and other documents: that's why RIM developed Blackberry in 1999.

During the first year of the release of blackberry, RIM reported only 25,000 subscribers. In 2005, they reported almost 3.65 million blackberry subscribers. In 2011, there were 70 million blackberry users worldwide.

People describe Blackberry as an addiction. It allows sending and receiving email from up to 10 supported email accounts. You can also view attachments sent in Microsoft Word, Excel and PowerPoint etc. In short, Blackberry can fulfill virtually all your communication needs. Today it is one of the leading platforms for secure and dependable communications.

The Challenge

"When you're in a real estate business, whether you're an independent real estate agent or a real estate broker, providing important information and communication is the key to good sales." JJ Barnicke Limited is the creator of the amazing features of BlackBerry Enterprise Solution. Before the release of Blackberry smartphones, accessing data was very slow and done through

desktop computers. Possible transactions were limited and paper transactions were needed when giving options to clients.

The Solution

Barnicke developed an out-of-the-box feature of blackberry that would meet the user’s needs and a basic security level so that they could immediately expand and eventually evolve into the architecture of the blackberry smartphone. All updates are wireless; this changed the way the sales force works.

The company came up with variations based on business needs:

• Blackberry Business Solutions for small Business

• Blackberry Business Solutions for medium-sized businesses

• Blackberry Business Solutions for large enterprises

The Result

Sales people are now using their blackberry phones when meeting with their clients. They don't have to leave their clients just to get their files in the office because the lists of all the properties and the information needed to meet the client's needs are now on their smartphones. They can show properties on the spot and can respond quickly using the downloaded records on their smartphones. This has created improved client loyalty and satisfaction.

This blackberry solution allows sales people to learn selling strategies and tactics through researching for the past successful business

relationships. The tool also enables them to update client records before meeting their clients.

All the customers of Blackberry are very impressed by the team's professionalism. They are seeing the company as more transparent and responsive. Their competitive advantage increases as they are providing better onsite service which results in a faster and more productive sales cycle.

COOK AMERICAN EXPRESS TRAVEL CASE STUDY

Cook is an American Express Travel Representative with more than 1,700 offices in the world and over $17 billion in purchasing power. They have a variety of fares such as 2-for-1 fares, net fares, exclusive negotiated fares, unpublished fares, consolidator fares, etc. The Cook American Express website is used to generate phone and online sales. They receive inbound calls where travelers are ready to purchase and online inquiries where prospects are not ready to book yet and are asking for more information.

The Challenge

Cook American Express has the ability to drive immediate purchasers by having a double call-to-action on-the-phone and online form-fill. PlanetAmex.com received thousands of visitors per month and most of them were new prospects; nevertheless, they were not spending enough time to make their site more favorable and engaging.

They needed to encourage visitors to stay and get a quote or make a phone call which resulted in a booking . Because of the high bounce rate, they had little chance of converting prospects into sales.

The Solution

Cook began to think of some ways to improve their online conversion rate and to test new designs and new contents on their homepage. The first thing they realized is that they had weak credibility on their site. Most of the images used were irrelevant to the target audience, the award seals were outdated and there were too many navigation buttons.

They made three variation tests against to the original "Control Page." The first variation was the "Credibility" test in which they removed the distracting visuals in the headline. They doubled up the calls to action and placed them on the right side of the web with striking airline logos to add credibility.

The next variation is the "Hero,” where the calls to action were placed below the photos. They included the same elements as the first variation but reordered them.

The third variation was similar to the Hero, but the photos and the calls to action were placed on the right side of the website to give emphasis to the theme of "offer first". The Planet Amex's core benefit was placed up-front with the headline, "Save up to 60%" as the subhead "Why Book With Us" was followed with bullet points.

The Results

The most effective among the strategies they applied was the first variation, "Credibility." The conversion rate increased up to 48.4% for phone call conversions. The variation still generated a 17% conversion rate lift when responses for phone calls and form-fills were

combined. Planet Amex now is receiving higher quality leads from its landing page.

TBG/EASYCAR CASE STUDY

EasyCar is a car rental company that focused on low cost car rental until they expanded their business into a global van hire broker with over 2,400 outlets in 60 countries worldwide. TBG is a digital advertising agency that focuses on delivering measurable results that provide pay-per-click searches, affiliate marketing, and strategic planning as well as other services.

The Challenge

EasyCar and TBG wanted to know the full ROI or Return On Investment of every part of their online media campaign and whether the current online media mix of easyCar is as efficient as it could be."

The Methods

Engagement Mapping, developed by Microsoft, is a suite of reporting solutions that measure not just the final touchpoint or last click of customers, but all the customer touchpoints during a successful marketing campaign. EasyCar and TBG used Engagement Mapping to capture all the users who clicked on the entire conversion window and who engaged with easyCar messaging for over a three-month period. They were able to see the sales cycle's length and the average number of customers who clicked on the easyCar brand.

Benefits of Using Engagement Mapping:

• It showed the real contribution to the campaign and measured their whole sales funnel.

• It also allowed advertisers for a higher CPA with keywords that deliver search clicks before conversions.

• It rewarded publishers with a share of CPA conversion credits based on their contribution to the conversion.

• It showed whether publishers were being under or over valued with last ad reporting

• It showed if the generic keywords were under-valued by +3%.

• It measured the whole sales funnel

• It revealed which publishers were successful in delivering touch- points

The Results

easyCar and TBG learned the following:

• They can still use engagement mapping optimization savings.

• The most efficient online media mix is the existing campaign easyCar online is using.

• There is a high brand awareness of easyCar but a shorter sales cycle.

• There is only 30% engagement across the whole easyCar purchase funnel.

• Display contributes +8% more to easyCar conversions.

• Generic Keywords drive more brand conversions.

TELIASONERA CASE STUDY

TeliaSonera is a telecommunication company with majority-owned operations in the Nordic and Baltic regions and a total of 135 million customers in 20 countries. It has the largest areas in Mobility services and Broadband services. TeliaSonera is one of the inventors of mobile communications. As of year-end 2011, it was said to be Europe's fifth largest telecom operator.

The Challenge

TeliaSonera wanted to make the sales process more transparent and visible. The competition and prices increased as the telecommunications market was deregulated. The company began to feel they were losing market share over time. There were so many changes happening in the sales process which was managed by the outcomes and not what's on their pipeline. Individual sales people were using personal networks just to get their work done. Management didn't fully understand all the activities of salespeople or why some of them were overloaded with work.

The Solution

They thought that the key solution to the main problem was to increase customers’ face time for three minutes a day for each sales person and to provide better management visibility. The approach was approved after the three-day proof of concept trial. The project

was called the "Quantum Leap." The objectives of the project were to gain a clear picture of the sales process, to have the ability to orchestrate human activities and to produce the process metrics and process management dashboard.

The team found out that there was high process variability in the sales process and the metrics were misaligned. So they focused on using guidelines like competitive benchmarking, reducing the time spent on post-sales activities and standardizing the sales process. They chose the Lombardi Blueprint tool to help them enable quick iterations that also enabled them to support a mind-set of "right enough."

The team wanted the focus of their project to be on human aspects of the work and not on technology. They decided to design a PowerPoint deck that represented current and future states on one slide that helped them communicate clearly and consistently.

The Results

After gaining full visibility to the sales process, all cases and support requests are now registered in the process tool and are managed in sales funnel phases. Also, they have defined the sales funnel process of the business with the helped of a BPMS tool. Customer visits are reported, cost per sale and cost per transaction have been discussed and will be used in further development.

Business began taking the lead in providing for business units needs, and IT began to use BPM in its work to make a better collaboration between the two.