IoT B2B Lead Generation Case Study

Posted on 02/01/202302/01/2023 by micky

IoT B2B LEAD GENERATION CASE STUDY

How we increased B2B lead volume by +117% and lowered CPA by -27% in just 3 months

ABOUT THE CLIENT

The client is an Italian tech company providing IoT solutions for managing and localizing vehicles, people, and goods. They operate in a fast-growing B2B market, where marketing activities go hand in hand with technological innovation.

CHALLENGE

The main goal for the client was to scale the volume of sales leads, reaching high-quality stakeholders in the relevant industries demanding IoT solutions to improve their operational processes.
The main obstacles were the high cost-per-click (CPC) and the high volatility of the cost-per-acquisition (CPA) of the leads. The control of performance was further complicated by the long sales cycle, in which the delay from first contact to a closed deal requires even several months.

SOLUTION

The first accomplishment to reach the goal was to ensure to have in place all the necessary tracking and relevant indicators for full control of our main variables: CPC and CPA.
The analytics system thus was upgraded to collect micro-data of the users’ interactions over time across all the viable contact points.
We then executed a full in-depth revision of the structure of the Google Ads account. Starting from keyword optimizations and going through a more rational grouping of services and audiences, we gained more control over the bids and budget allocation. After the new data pipeline flowed, we crafted new ad copy sharpening the more relevant content in terms of tangible benefits based on the user’s industry.

RESULTS

After just three months, the goal was fully achieved, with an average monthly increase of lead volume by +117% over the previous monthly average. As a result of the bidding optimization and the granularity of the campaigns, an overall CPC reduction led to a CPA decrease of 27%, stabilized within a 5% fork variation month over month. The sale team was able to increase the conversion rate of deals dramatically.

SERVICES

PPC MANAGEMENT: Consulting, Google Ads, Search, Retargeting.

WEB ANALYTICS: Google Analytics Tracking, Reports.

I am very happy with the communication, growth, skilled persons and reports. Look forward to keep achieving greatness! Thanks Midsummer!
Gabriele C.- Head of Marketing

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Slow Fashion eCommerce Case Study

Posted on 01/27/202301/27/2023 by micky

SLOW FASHION ECOMMERCE CASE STUDY

How we increased transactions conversion rate in 2 months with Conversion Rate Optimization strategies

ABOUT THE CLIENT

The client is a slow fashion Shopify eCommerce brand operating in the USA which sells exclusive items produced in limited quantities to put a stop to repetitive mass production.

CHALLENGE

The client struggled to understand why their products weren’t selling, even though they were running digital marketing efforts and advertising campaigns on Google Ads and Facebook Ads that were getting users to view their website and products. Despite this, the users weren’t adding the products to their carts.

SOLUTION

After setting up the first campaigns on Google Ads, the results were not as expected. Using Google Analytics, we discovered that there were a good number of visitors, product viewers, and some add-to-carts, but no purchases. To better understand the issues preventing conversions, we developed a CRO strategy and used Hotjar to analyze user behavior on the website. This allowed us to identify friction points on the website, such as users trying to zoom in on the products but being unable to do so. We scheduled a meeting with the client and presented the insights we gathered and the actions that needed to be taken to improve the website and increase conversions.

RESULTS

After making some initial improvements to the website, we saw a huge increase in conversion rate of 3,600% month over month, a 400% increase in transactions, and a significant increase in revenue of 1,700%. These changes had a positive impact on Conversions, Revenue, and ROAS, with ROAS going up by a staggering 17,353%.

SERVICES

PPC MANAGEMENT: Google Shopping, Search, Performance Max, Facebook Ads, Instagram Ads

CONVERSION RATE OPTIMIZATION: Heatmaps Analysis, Session Recording Analysis, Surveys

I am extremely happy with the CRO and Google Ads services provided by Midsummer Agency. Since implementing their strategies, my website’s conversion rate has significantly increased, and we have seen a noticeable increase in transactions. The team at Midsummer Agency was professional, knowledgeable, and efficient throughout the entire process. They took the time to understand my business and its goals thoroughly and then developed a tailored plan to drive results. I highly recommend Midsummer Agency to anyone looking to improve their website’s performance. They truly know how to deliver results, and I am confident they can do the same for any business.

Angela – Founder

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DESIGNER CLOTHING ECOMMERCE CASE STUDY

How we increased revenue from $0 to $35K+/month in 12 months for a designer eCommerce brand.

ABOUT THE CLIENT

The client is a US brand operating in the premium denim industry. They focus on the concept and production of high-quality, made-to-measure jeans through an eco-friendly and sustainable workflow.

CHALLENGE

The client needed to begin advertising through a brand new account. For this reason, there was no previous data available. The main goal was to hit a specific return on ad spend (ROAS) while maximizing exposure. Since the name of the client’s brand was similar to other brand names in different business fields, achieving the main goal was difficult.

SOLUTION

Our first task was the collection of data ceaselessly cleared through our proven methodology and specific activities. This allowed us to focus on identifying the right audience targeted through different campaigns.

While collecting data after the first period, we expanded the account with shopping campaigns, and proper product feed optimization, remarketing, and display campaigns. In this way, we supported the client’s brand awareness activities through the different funnel stages while simultaneously bringing revenue to the desired ROAS goal.

Finally, the recurring launch of new collections and promotions let us refresh the account and constantly find new customers while maintaining relationships with past customers.

RESULTS

After 12 months of management, revenue went from $0 to $35K+ per month, doubling the client’s ROAS goal of $1.5 to $3. In particular, this was done while supporting the activities of brand awareness run by the client through other channels.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Microsoft Ads

I had an exciting opportunity to work with the Midsummer Agency and they were absolutely amazing. We needed a PPC advertising agency as part of our fashion eCommerce brand launch and they did an incredible job. I was thrilled with their quality and attentiveness, and would definitely recommend them to anyone looking for an online marketing agency.

Mark – eCommerce Manager

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Budget: $10K - $50K