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.
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 […]
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 […]
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 […]
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 […]
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 […]