Go-to-market for a high AOV e-Commerce

o2cure home page

O2cure.in is the retail brand of Zeco Aircon which is an established player in the commercial air purifier’s segment and wanted help with their Go-To-Market strategy.

While there are other players like Dyson and Kent who were established players in the consumer segment, we decided to test different funnels and take the paid route.

While strategizing a D2C go-to-market for an air purifier that has an average order value of 30K - 40K INR, we need a marketing oriented demand generation engine clubbed with sales enablement which would provide a much needed human touch.

Ideal Customer Profile

Upon digging further into customer reviews of other air purifiers and a bunch of research online we figured out that there are 5 main reasons a person would want an air purifier.

Either they are;
1. Suffering from respiratory diseases like asthma
2. Looking for covid neutralizers
3. Have a pregnant woman, newborn, adults at home
4. Suffering from allergies
5. Worried about bad odor

Prospects in this segment had the following concerns;
1. They were not sure which technology to choose for their use case as these were mostly first-time buyers
2. They were willing to spend more for an air purifier provided that can neutralize coronavirus
3. The ideal customer was well off, and in the age group of 30-40, predominantly males in tier 1 cities.

After talking to a bunch of existing customers, we found that they recently started buying air purifiers because they were worried after the second wave (in December 2021) and wanted to keep their families safe. O2Cure’s PHI technology, which neutralizes coronavirus in the indoor air, was the key reason people purchased our air purifiers (at least back then).

The rumors for a third wave were strong and loud so we thought of targeting people having adults and kids at home with a free air consultation on how air purification technology can neutralize coronavirus.

The idea for the free consultation came because this industry has too many jargon defining the kind of technology the air purifier uses and most consumers have to do a good amount of research to first understand the kind of technology that would fit their needs. Eg; While UV based solutions might be good at killing viruses, it is not suggested to those having infants at home.

Thus we established our free air quality consultation as the lead magnet targeting people in the above mentioned affinities.

This laid the foundation for our landing pages that were answering these problems around which technology to use for each use case and thus generating leads from it.

Creating Landing Pages

Structure of the page:
Talk about the problem eg; AQI and show the importance of free consultation
Introduce the PHI technology to define how we are different
Talk about why air purifiers can help with the problem: eg; in the case of high AQI, it removes upto PM 2.5
Testimonials about the consultations
Banner to re-emphasize the offer for a free consultation

These pages were thus launched
https://o2cure.in/air-purifiers-v2/
https://o2cure.in/air-purifiers-new-v2/
https://o2cure.in/air-purifiers-asthama-v2/
https://o2cure.in/air-purifiers-newborn-v2/
https://o2cure.in/air-purifiers-allergy-v2/
https://o2cure.in/air-purifiers-wave-v2/

o2cure landing page

Every page had a dedicated section about our patented PHI technology that can help kill viruses in the air.

To drive people to these pages we were initially using google search to get the most relevant audience to the page to test the funnels.

The campaign was mostly on exact matches for high intent long tail keywords like Buy air purifier online for home.

Since we initially kept a lot of questions to understand the customer profile eg; Does anyone in your family have any respiratory diseases like asthma? Do you have kids at home? Etc, the CPL here was touching nearly 2K INR.

We thereafter did some optimisations including;
1. Shifting the form from a typeform which fires on clicking the free consultation button, we used a contact form on the page directly.
2. Adding some CSS animations to “Get a free consultation” to attract attention to the form.
3. Optimising landing page headlines by testing these on ads first.
4. Removing unnecessary items from the header and removing the footer altogether.

o2cure landing page form

All these experiments increased our visitor to lead ratio from <5% to >12% and decreased CPL by over 30%.

Now for the final iteration, we started taking the IP of the user and got the live AQI to emphasize the severity of the high AQI, especially for states with higher air pollution. Notice the red/yellow banner on the top. The banner color changes with the severity of the AQI index in your area.

o2cure landing page banner red

On the mobile it looks something like this; 

o2cure landing page AQI banner

We also tried to create a dynamic headline for the page to take in the user query from Google Adwords and replace that with the headline. This of course is used only for the exact match keyword type to keep it super relevant but we didn’t notice any significant improvements in the lead generation form completions from it.

Once the person fills the form, he is redirected to a page with a discount of (https://o2cure.in/air-purifiers-offer/) upto 20% off on the best selling air purifiers if they buy it within 15 days of submitting the lead.

o2cure offer page

Experimenting with ads

On Facebook, we experimented with a campaign to run ads to promote a news publication from NDTV to land the user onto our page to finally redirect them to the PR article. Now this helps to establish a third-party website as the source of first interaction from the brand. 

Additionally, since we sent the user to our page first (with a 301 redirect), we manage to cookie that person to be able to retarget him/her through retargeting efforts. This worked at par with some of our best performing campaigns.

Once we were finished with some of the major optimisations with respect to time to run the ads, remarketing, retargeting, building custom affinity audience, look-alike, video playback audience etc on Google and Facebook, we were able to achieve an average CPL of 600-800 INR.

Some of the ad samples are as follows; 

new born adcovid ad

Since we were not allowed to use Coronavirus/COVID in our ads, we worked our way around it and used the "Third Wave Instead"  with a family wearing masks.

asthma ad

Going organic

We did some digging on the organic search and quickly realized that for most of the keywords we wanted to rank for, currently there were listings from aggregators like amazon, flipkart and snapdeal or listicles from review sites and news publications.

We soon reached out to these publications to get a cover story and get added as part of these listicles that were ranking already.

We additionally created pages for queries like Air purifiers for gym, Air purifiers for home and backlinking them from authoritative websites.

Marketing automation

Now that the CPLs were under control, the final leg in the buyer’s journey post the “free consultation” was still dependent on the sales people.

Thus we decided to use marketing automation and a CRM system to nurture these leads. We started with Hubspot but eventually realized that it was getting costlier as and when we started to expand and use some of the advanced features.

We then ended up switching to LeadSquared owing to its cost savings and a few integrations that it offers including WhatsApp integration. The chatbot on the website was a free version from Tawk.to to collect leads of people who wanted to engage with a sales representative.

Remember, we were earlier having a Typeform to collect a lot of information from the user as part of lead enrichment but since that was affecting the lead completions, we decided to collect that information in the CRM to trigger custom email drips to nurture these leads.

While still a majority of purchases on the website are assisted by the sales team. We managed to bring down the average touch-points to convert a lead to purchase from an average of 15 days to an average of 7 days with an average number of touch-points dropping from 7 to 3 through these automations across email, SMS and WhatsApp.

With all the learning from landing pages, we went ahead to finally design their new home page.

o2cure home page full

The green button on the bottom right of the fold is the chatbot. As it was present on all folds, the screenshot tool repeats it on all folds. 

Learn the secret
behind high growth companies.
[contact-form-7 id="44" title="Contact form 1"]

Form

Blogs

Do these 5 things before your next marketing plan

Do these 5 things before your next marketing plan

Be it your assignment in your job application or a client pitch for your agency, if there is one thing people ask for is a Digital Marketing Plan. I am not going to bother you with free templates to design your plan, instead what I am going to focus on is the way to think […]

Read More »
Master your email marketing with these 6 Golden Pro Tips

Master your email marketing with these 6 Golden Pro Tips

Since the dawn of the internet age and the invention of the popular mailing service HotMail, one of the most profitable and of course misused marketing channels is email. If you are a marketer living in India you are fortunate enough to have the most relaxed rules when it comes to email marketing. Refer to […]

Read More »
3 highly secret Facebook marketing hacks!

3 highly secret Facebook marketing hacks!

If you are doing paid media marketing, chances are you must be heavily relying on Facebook to fuel your marketing ROI. While ads and landing pages are a good place to start optimising your Return On Ad Spends (ROAS), nothing is more important than targeting the right audience. You can’t expect to sell dog food […]

Read More »
5 Step PR and SEO strategy that Neil Patel didn’t tell you

5 Step PR and SEO strategy that Neil Patel didn’t tell you

If you don’t have the luxury of putting X amount of money into a campaign and get traffic to your website without hurting your margins then you understand the long-term impact of a good SEO and PR strategy. So over the next 5minutes of a careful read, you will understand the ins and outs of […]

Read More »
Create a sales funnel that brings in customers every time!

Create a sales funnel that brings in customers every time!

The World Wide Web has evolved multi folds over the last decade and to sell online is no longer just about having a website. With over 1.5 billion websites, businesses have little evolved to capture that attention and sell their products the way it works. Everything starts with a sales funnel. I am not going […]

Read More »
Google Analytics: Multi-Channel Attribution Models

Google Analytics: Multi-Channel Attribution Models

So when it comes to attribution modeling, it’s got to get ugly and we all know it. It’s like a typical discussion on UX where no matter who you are, you will always have something to say. I have seen some excellent attribution models and some very ugly ones and the one thing that differentiated […]

Read More »
7 Facts revealing the true face of Facebook

7 Facts revealing the true face of Facebook

After reading this research article, you would definitely doubt the effectiveness of the most popular social media platform and yes you guessed it right, it’s Facebook. With its most legitimate revenue coming from ads-based revenue but have you ever pondered over the authenticity of the entire model? While one could easily increase its reach on […]

Read More »
Custom Variables in Google Analytics: Everything you need to know

Custom Variables in Google Analytics: Everything you need to know

The custom variables in GA are defined as a key-value pair to add additional custom segments to your data. The custom variables can help in segmenting data according to some key page, session, and visitor-level attributes. I know all this might be going above your head so hang on and I promise by the end […]

Read More »

Subscribe to my newsletter

[contact-form-7 id="919" title="my form"]

Form

Copyright © 2020. AnkitBagga. All rights reserved.
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram