Jan-pro.ca received a 75% close rate of leads delivered through new website
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3 Step Methodology Define Demand Generation Strategy Lead Collectio n Lead Nurturing & Sales Conversion marketingcopilot.com 1 | ©2014 Marketing CoPilot Inc. All rights reserved. Tweet this document 75% Close rate of leads delivered through new website – jan-pro.ca • 39 online quotes received within first 30 days of launch • 75% close rate of leads delivered through the new website • Website paid for itself within 90 days • Industry: Engineering and Manufacturing Jan-Pro Canada (jan-pro.ca ) is a certified green cleaning service provider offering environmentally friendly cleaning services. Jan-Pro came to Marketing CoPilot with a simple question: How do we use our website to start the buying process? They were driving lots of traffic to the site with expensive pay-per-click advertising but this was not converting to leads. They had traffic but no hand raising. Customer Success Story The Project “The Marketing CoPilot team helped us to redefine our initial mandate to increase the benefits of her consulting services. She proposed strategical solutions, not only tactical. They understood our industry and is still involved in our marketing and communication process on a periodic basis. I recommend Marketing CoPilot to help you understand your marketing needs in this new technology era. – Jean Roberge, CEO, Jan-Pro Canada Inc.
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B2B marketing case study on how Marketing CoPilot received a 75% close rate of leads through new website for client.
Transcript of Jan-pro.ca received a 75% close rate of leads delivered through new website
3 S
tep M
eth
odolo
gy
Define Demand Generation
Strategy
LeadCollection
Lead Nurturing & Sales
Conversion
marketingcopilot.com
1 | ©2014 Marketing CoPilot Inc. All rights reserved. Tweet this document
75% Close rate of leads delivered through new website– jan-pro.ca
• 39 online quotes received within first 30 days of launch
• 75% close rate of leads delivered through the new website
• Website paid for itself within 90 days• Industry: Engineering and
Manufacturing
Jan-Pro Canada (jan-pro.ca) is a certified green cleaning service provider offering environmentally friendly cleaning services. Jan-Pro came to Marketing CoPilot with a simple question: How do we use our website to start the buying process? They were driving lots of traffic to the site with expensive pay-per-click advertising but this was not converting to leads. They had traffic but no hand raising.
CustomerSuccess
Story
The Project
“The Marketing CoPilot team helped us to redefine our initial
mandate to increase the benefits of her consulting services. She
proposed strategical solutions, not only tactical. They
understood our industry and is still involved in our marketing
and communication process on a periodic basis. I recommend
Marketing CoPilot to help you understand your marketing
needs in this new technology era.– Jean Roberge, CEO, Jan-Pro
Canada Inc.
define demand generation strategy
marketingcopilot.com
2 | ©2014 Marketing CoPilot Inc. All rights reserved.
lead collection lead nurturing & sales conversion
Tweet this document
Marketing CoPilot has a methodology for developing buyer-centric content based on value proposition strategy, buyer mapping, organic keyword strategy, and editorial calendar development. Using this process we developed a wireframe with buyer-centric content that that reflected Jan-Pro’s value proposition.
Business owners hate the process of purchasing office cleaning. Jan-Pro had proof points to support the statement that Jan-Pro would be “the last cleaner you’ll ever hire.” Jan-Pro has a 93% customer retention rate. Using this value proposition, we were able to build a content and blog strategy around “How to hire an office cleaner”. Shifting the paradigm from “who” to “how” improved visitor engagement from 45 seconds to more than 2 minutes per session.
Jan-Pro’s website wasn’t set up in a way to convert leads and visitors to their website. The path to conversion was not clear and visitors were confused as to what Jan-Pro wanted them to do when they entered the homepage of their site. The site did not instill trust in visitors and needed to be revamped in order to turn visitors into conversions.
Marketing CoPilot identified Jan-Pro Canada’s differentiation and value proposition by answering the question “why buy from Jan-Pro”. Their customer’s buying process was then mapped and steps that buyers take before making a purchase were identified. The buying process and decision process was then taken and turned into the wireframe for the new website. Marketing CoPilot uncovered that people want real quotes when they look for office cleaning. No other companies offered a real quote tool, when clicking for a quote it was merely an email sent to the company. Jan-Pro developed a real quote tool that immediately emailed a high-level quote to a visitor, creating an actionable lead generation metric.
A new message, new site, a new organic search strategy (SEO) and a new conversion tool were built and integrated into the web strategy. After launch the website was revisited every 30 days and adjustments were made based on data acquired.
Went from 100+ organic search page rank to consistently ranking in the 1st to 3rd spot across Canada• 39 online quotes received within the
first 30 days of launch• 75% close rate of leads delivered
through the new website• Website paid for itself in within 90 days
The Opportunity The Execution The Results
Buyers are behaving differently these days.
Your website is the new FIRST sales conversation. How well does it perform?Contact us and get a free consultation. 416.218.2009
