// New sales leads generated by InstaDry.com increased over 80%.
Unlike traditional outbound marketing, the web gives us the ability to immediately find information that is relevant to any problem we may be facing. The forward-thinking owners of Insta-Dry Basement Systems realized that this highly measurable form of marketing could help them connect with their potential customers and turned to AWS to create a website that would provide quick answers to web visitors, and turn those visitors into new customers.
-Brent Yax, AWS President
Business Goal
Armed with the knowledge of the precise dollar value of a lead, and a solid definition of a high-percentage lead, Insta-Dry's marketing goal is straight to the point: generate high-percentage leads at an acceptable return-on-investment (ROI), and do it throughout each season of the year.
Strategy
Awecomm's web strategy was divided into two measurable objectives:
Attract qualified prospects to the site using Pay-Per-Click campaigns (paid online advertising) and search engine optimization (SEO). Each initiative is refocused throughout the year to promote seasonal products.
Immediately present each web visitor with information highly relevant to their current situation, and offer a solution in the form of a free estimate from Insta-Dry.
Results
During the three months after the strategy was implemented, the number of high-percentage leads generated was increased by 80%. This increase has been sustained since the launch.
By using the web as a tool to educate potential customers AWS was able to reduce costly low-percentage leads by 75% over the three month period.
In order to continue to maximize the returns of the web site, statistical data is used to analyze user behavior on each page of the site. This data is used to ensure that users are finding the relevant information that they need to make a purchase decision.
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