Let’s be honest. Traffic acquisition is tough. It’s easy to feel like a hamster in a wheel — you’re running as fast as you can, trying to find the right marketing channels to target the right audiences at the right time. With hundreds of resources at your disposal, you sometimes feel like you’re in perpetual testing mode.
Then, all of a sudden, you strike gold — you’ve found that winning combination of ad channels and targeting features. Visitors come to your website in swarms. There’s just one problem — your web traffic isn’t generating revenue.
Yes — traffic acquisition is resource intensive. But it’s only half the marketing equation. In addition to bringing audiences to your website, you need to focus on converting these visitors into customers.
That’s where real-time communication comes in. Instead of sending audiences to a static webpage, you can tailor messages to specific needs, pain points, and interests. Moreover, you can respond to specific actions that users are taking on your website — at this exact moment.
Real-time is one of the most high-impact ways to (1) make consumers love your brand, (2) develop more efficient marketing programs, (3) make more out of your ad dollars, and (4) amplify your conversion rates. The list goes on.
Here are 5 case studies to help you learn the ropes:
Case #1: Sittercity Crushes Website Churn
Sittercity solves a major consumer pain point by connecting loving parents with high quality babysitters, nannies, pet sitters, and more. The company has quickly grown to more than 4 million members.
With growth comes churn and inactivity. It’s natural. Sittercity had reached a point where they needed to (1) prevent the platform from becoming a ghost town and (2) keep users from falling through the cracks.
The Sittercity team used real-time marketing to send personalized and targeted messages to new visitors, repeat visitors, and pending cancellations. The trick was that all of these groups needed different messaging to stay engaged. In an ideal world, the company would have hundreds of client service representatives to manage these relationships on a 1:1 level.
The company decided to implement the next-best-thing — technology that automates the process of real-time communication. Messages included calls to action, instructions, and guidance.
With targeted messaging, Sittercity added 175 more customers and prevented 70 from canceling their memberships.
Harness real-time marketing to amplify 1:1 relationships.
Case #2: Gardener’s Supply Company Amplifies Its Value Proposition
Gardener’s Supply Company provides millions of gardeners (and garden enthusiasts) with supplies, outdoor equipment, and apparel.
As a consumer products company, Gardeners was naturally generating significant traffic through Pinterest. The problem is that this traffic wasn’t converting. The company wanted a way to acknowledge,capture, and more effectively convert these visitors — all of whom were new to the Gardener’s brand.
Gardener’s Supply launched a welcome message popover that included a discount and email address to capture leads. The popover was non-spammy and designed to trigger based on specified behavioral signals and interests.
Gardener’s Supply generated a 3x increase in conversions from Pinterest. Even more importantly the popup was used to collect email addresses that could be used for future remarketing.
Make the most out of every conversion opportunity — prioritize the long term and short term.
Case #3: Tribe HR Re-engages Its “Lost” Audience
Tribe HR is a social human resources software company with tools that are used by businesses to simplify their HR processes.
TribeHR wanted to provide its users with a positive in-app experience with relevant onboarding and training materials.
To accomplish this goal, TribeHR would send targeted emails to new users. The problem, however, is that these emails were getting lost and completely missing the mark.
TribeHR decided to use behavior-based messaging to embed training materials into its website and product — features that were relevant to what the customers were working on when logged in. TribeHR could interact with customers directly within the app.
As a result of this just-in-time targeting, TribeHR was able to drive a 30% increase in active usage.