The Brief
Sodexo approached us with the task of creating a microsite in order to promote the Government changes to Childcare Voucher Schemes due in April 2011. They wanted the site to generate more leads and sign ups for the scheme before the changes were introduced.
The Answer
We generated a microsite with the main focus being to Think Ahead! We set up goals and funnels using Google Analytics to measure the performance of the campaign and ran an A/B split test, using Google Website Optimiser, on the parents’ page to try and increase conversions. In order to drive additional traffic to the site we set up a direct response Google AdWords search network campaign. The campaign received the following results:
- The parents’ section of the website achieved 1,434 goals with 10.83% funnel conversion rate.
- By running an A/B split test on the parents’ page we managed to raise conversions by 24.37%.
- The employers’ section of the site achieved 1,216 goals with 8.77% funnel conversion rate.
- The Google AdWords campaign generated 25% of all web traffic and received a CTR of 11.47%, a conversion rate of 6.23% and 76% of the keywords had a Quality Score of 7 or higher.
- The campaign produced a ROI of 229%
Gallery
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Image may be NSFW.Clik here to view.
Image may be NSFW.Clik here to view.
Client Testimonial
We have worked with Eclipse for 4 years and have consistently found the team to be friendly and helpful. Eclipse are really good at turning a project around quickly and will always go the extra mile. We have been particularly impressed with their digital capabilities over the past year or so and would recommend them to anyone looking for an extension of their own marketing team – Kelly, Hayley and Sarah from The Marketing Team, Sodexo Motivation Solutions, June 2011.
