Case Study:

MasterControl

What to Do When SEO Comes Up Short

Challenge:

As the majority of advertising and marketing quickly moves online, the struggle for the attention of each double-click continues to increase. Companies taking advantage of SEO and SEM services like Google AdWords expect immediate ROI, working to keep the sales pipeline full of qualified leads. So what can a company already utilizing several traffic generating tools do to avoid the inevitable sales plateau?

Solution

As a vendor of crucial quality control software for industries under the watchful eye of the FDA and ISO, MasterControl offers a unique industry expertise backing their product. FDA and ISO regulated companies use MasterControl as a resource for process and document quality control. Almost eighty percent of the traffic visiting the MasterControl Web site seeks process and standards information via whitepapers.

MasterControl's Curt Porritt, SVP of Marketing, recognized that this traffic needed to be converted into quality sales leads. He wanted to continue providing valuable information to potential customers, but at the same time avoid letting them leave the site without providing basic contact information.

"The majority of the sales leads being generated through SEO efforts desired industry white papers," says Porritt. "We needed to generate higher sales conversion from this knowledge specific traffic. The industry clearly valued MasterControl's solutions, but our site lacked certain stickiness — there was no clear call to action."

MasterControl was already making a substantial investment in web marketing, focused specifically on SEO and SEM solutions. Despite noticeable increases in traffic, this investment was not directly converting to ROI. Through the use of analytic tracking tools, MasterControl realized that they were violating a fundamental law of marketing — give the customer what they are looking for.

The MasterControl Web site was packed with product information, customer testimonials, and industry whitepapers. However, the value of this information was lost in the lack of conversion focus in the site's design. MasterControl needed to make each piece of information easily accessible while motivating potential customers to leave their contact information.

Curt Porritt did two things to better focus MasterControl's site traffic. First, he reorganized the information available to customers. Keeping with the "give them what they want" theme, Curt placed a "Quick Links" box on the MasterControl homepage. Here viewers can find customer testimonials (in video format), industry white papers, product information, live demos, and other helpful tools.

As the second part of the site redesign, MasterControl added a new analytics tool called a HookTourª. Designed by Sapha, the HookTour is a combination of both audible and visual stimulation aimed at converting sales traffic. Featured along side other resources in the "Quick Links" navigation box, the HookTour serves as a brief 3 minute introduction to MasterControl and the solutions they offer. At the end of the demonstration, a whitepaper is available for those willing to leave contact information.

"People want something easy. Customers learn much better when they can see, read, and listen all at the same time." says Porritt. "The goal was to give them a simple education tool that would get the message across quickly while still providing the information customers want. Most importantly, this tool supplies us with the contact information we need to properly follow-up."

The HookTour has effectively allowed MasterControl to present approximately 12 Web pages of text in just a 3 minute long presentation. The true benefit of this engagement tool is the increase in quality leads MasterControl has seen since integrating the HookTour into the Web site.

Results

MasterControl has achieved impressive results through the use of multiple analytic tools. The company's investment in SEO and SEM has been maximized through the redesign of the Web site and the addition of the Sapha HookTour.

Since adding the HookTour, MasterControl's sales conversion has increased by 18% in a short 8 month period. The numbers of qualified sales leads generated through the site have more than tripled while the corresponding revenue has roughly doubled.

MasterControl has enjoyed the scalability offered by Sapha's solutions and has plans to continue building on the success of the HookTour. Sapha offers a suite of conversion tools that utilize additional analytic strategies and directly integrate with CRM programs like Salesforce.

"We are thrilled with the results we have achieved with Sapha — their solutions are easily scalable and deployment is seamless," says Porritt. "Sapha has far outperformed any of the other analytic tools we have tried. In this business, we are all about sales conversions, and Sapha achieves that for us."

About Sapha

Sapha is the premier online conversion company. Their solutions instantly improve traffic conversion for Web sites, email campaigns, and landing pages. Sapha delivers proven products that combine rich media, proprietary analytics, and direct response know-how into easy, cost-effective conversion solutions that turn Web sites and marketing campaigns into conversion machines.

www.sapha.com