Dogwood Epoxy
Epoxy Installation Service Case Study
Dogwood Epoxy provides high-end epoxy flooring installation services for residential and commercial clients. Focusing on precision and durability, they offer customized flooring. However, they faced challenges in generating high-quality leads and blocking spam submissions. With our team’s expertise in the home renovation and services industry, we knew exactly where to focus our efforts, making quick optimizations that delivered immediate, measurable results and high-quality leads.
Our Process
Problem
Dogwood Epoxy’s primary challenge was lead generation. While the market for floor epoxy installation is relatively niche, potential customers often overlap with DIY enthusiasts who are more interested in epoxy products rather than professional installation services. This presented an ongoing issue in ad targeting, as non-customers were frequently included in their audience, wasting ad budget and inhibiting the campaign’s learning.
Their website also lacked the necessary technical infrastructure to properly track conversions and offer a seamless user experience. Without this, it was difficult to assess campaign performance and optimize campaigns effectively.
Objective
- Generate quality leads from individuals ready to hire professional epoxy flooring services
- Improve the conversion rate by optimizing the website and refining audience targeting
- Set up accurate conversion tracking and ensure proper feedback for campaigns
- Enhance traffic insights to continuously refine the PPC strategy
Strategy
To address the lead quality challenge, we optimized their PPC campaigns by excluding non-customer search terms, refining audiences, demographics, and geo-targeting. We also enhanced their conversion tracking setup through Google Tag Manager, Google Analytics 4, and Google Ads. This allowed us to continuously optimize the PPC strategy and improve lead quality, making ad spend more efficient.
We also focused on technical optimizations to improve conversion rates. This included SEO updates to the website, Google Business Profile, and Google Search Console to ensure better tracking and overall site performance.
Results
Increased Lead Quality
Through continuous campaign monitoring and diligent exclusion of irrelevant audiences, we significantly improved lead quality. The refined targeting meant Dogwood Epoxy was reaching individuals who were interested in epoxy flooring and actively looking for installation services. This narrowed the cost-per-lead range and created a higher return on investment (ROI).
- Increased lead quality by 50% in the first month
Boosting Conversion Rates Through Improved On-Site Engagement and Optimization
By improving the website’s technical infrastructure and optimizing conversion tracking, we gained valuable insights into user behavior, which led to more effective ad campaigns. As a result, Dogwood Epoxy saw a significant increase in user engagement on the website, with the engagement rate rising by over 30% and the average engaged time per session doubling. These improvements allowed us to refine landing pages, adjust bidding strategies, and focus on high-performing keywords, driving higher conversion rates. Events per session also increased by nearly 20%, reflecting stronger user interaction and a more streamlined path to conversion.
Optimized Campaigns for Lower Cost-Per-Lead
PPC campaigns have seen continuous improvement. By managing campaigns on a granular level, we reduced wasted ad spend and improved cost per lead by 50% (or cut it in half) from when we started by the end of the second month. This was a key factor in making their Google Ads strategy more cost-effective, allowing them to reach a more focused, high-intent audience.
Website Design and User Experience Enhancements
As part of our holistic approach, we also made several strategic design updates to the website to improve its aesthetic appeal and overall user experience. These updates played a significant role in increasing user engagement and boosting conversion rates. The changes included:
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Darkened the Brown: We refined the site’s brown tones, making them deeper and richer. This gave the site a more professional and elegant appearance, better aligning with the high-end services Dogwood Epoxy offers.
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Lightened the Green: The green accents on the site were brightened to create a more aesthetically pleasing look, evoking a sense of freshness while maintaining brand consistency.
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Added Blue for Contrast: To break up the monochromatic look and add visual interest, we introduced blue accents for contrast. This not only made the site more dynamic but also helped key elements stand out more clearly.
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Updated Button Color to Mint Green: The call-to-action (CTA) buttons were updated to a mint green color. This softer yet striking color drew the eye, helping users easily identify and engage with the CTAs.
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Optimized CTA Text for Urgency: Along with the button color change, we refined the text on the CTAs to create a sense of urgency, encouraging users to take immediate action.
These design updates created a visually cohesive site that was easier to navigate and better aligned with user expectations, leading to a smoother conversion process.