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 which 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 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
Suffering from a respiratory disease like asthma
Looking for covid neutralizers
Have a pregnant woman, newborn, adults at home
Suffering from allergies
Worried about bad odor
Prospects in this segment had the following concerns;
They were not sure which technology to choose for their use case as these were mostly first time buyers
They were willing to spend more for an air purifier provided that can neutralize coronavirus
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 jargons 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 need. 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 reemphasize the offer for 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/
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;
> Shifting the form from a typeform which fires on clicking the free consultation button, we used a contact form on the page directly.
> Adding some css animations to “Get free consultation” to attract attention to the form.
> Optimized landing page headlines by testing these on ads first.
> Removed unnecessary items from header and removed the footer altogether.
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.
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.
When it comes to multi-channel attribution models, the 2 most common models are Markov and Shapley models. While there are plenty of blogs talking about these models along with the Python libraries to implement them, it was a struggle to find resources that talk about these models, not to a data scientist but a marketer. […]
It was the morning after I posted a giveaway on Linkedin for marketing spreadsheet utilities I had developed while I was running my own agency. What I saw the next day was something I hadn’t expected at all. 2500+ comments 700+ Likes and 300+ connection requests The technique was simple, get people to comment in […]
When it comes to forecasting sales, most marketers rely on a simple function in excel, sometimes their boss’s fancy or even wild conjectures. While realistic forecasts are hard to put together, marketers can leverage pre-built machine learning regression models to their use. This now only gives realistic and pretty accurate predictions about your sales and […]
Marketing is science, an iterative process that involves testing and one of the common practices in testing is the A/B test. But unfortunately, over 90% of AB tests that are conducted, are done with the right intention but the wrong method. Typically this has got to do with Type1 and Type 2 errors with Type1 […]
While machine learning and artificial intelligence are making news every now and then, it hasn’t changed the way we do marketing. Most marketers rely on the pre-built models in tools to guide their way through machine learning. While there are challenges in terms of learning python and implementing a lot of the machine learning models […]
If you are working in a niche market, search networks on AdWords and bing are bound to give you the most relevant traffic on your website. Here you have control over what search terms to target and optimize for long-tail keywords that have higher conversion rates. This scenario might sound like an SEO problem but […]
In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023. That’s half of the world’s population. With such a ubiquitous channel for communication, companies rely heavily on email marketing to grow sales in the pursuit of cheaper conversions. But off late email marketing […]
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 […]
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 […]
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 […]