Ferris Capital

Marlborough, Massachusetts

Client Name
Ferris Capital

Categories
B2C, Lead Gen, Customer Acquisition, Dispaly Ad Managment

Background

Objective: The objective of our marketing partnership with Ferris Captial was to create a campaign to generate new leads from wealthy individuals in or near Massachusetts and the greater New England area, resulting in new acquisition to their firm. These ads were distributed and optimized across three platforms: Google, Facebook, and LinkedIn.

GOAL: The goal was to have their ads reach at least 25,000 individuals within a defined target audience. Assuming an average CTR (click through rate) across all platforms of 2.03%, 507.5 people would clicked the ads. Their goal would then be for 20% to take action and contact us, resulting in personal contact with 25 individuals. In the past they experienced a 75-90% conversion success rate once contact was made with a new prospects that meet the criteria for a customer.

Services

Landing Page Development

SEO / PPC / Display Ads

Campaign Strategy

Content Marketing

Data Acquisition + Management

Campaign Optimization

Creative Services

Customer Acquisition

Email Campaigns

Optimization + Reporting

A few Characteristics of highly converting landing pages.

1. Proper Landing Page Structure

It’s important to organize the flow of information in a proper format. The common assumption is that a landing page should follow a logical top-to-bottom structure that starts by explaining the concept and ends with a call-to-action. In this case, we kept the call to action at the top, inviting users to fill out the form in exchange for free valuable information, rather than waiting for a user to scroll to the bottom before asking for their contact information.

Moving your call-to-action (CTA) to the top may seem unnatural at first, but it will produce much higher returns in the long run. This is one tip you can’t ignore.

2. Targeted Headline

In most cases, the headline is the first thing a user will notice when they click on a landing page. This means your landing page’s headline needs to be a priority – not an afterthought.

3. Appropriate Colors

While color scheme may seem like a matter of preference, there’s actually a lot of logic behind the different colors high converting pages use. Consider the following:

Green represents growth, money and vitality
Blue is dependable and strong
White is balanced, neutral and calm

Tech Startups

Hospitality

Real Estate

Professional Services

Health & Wellness

eCommerce

Government

Enterprise Business

Digital strategy

Websites

Branding & Creative

Email Marketing

Digital design

UX design

Hosting

Fractional CMO

Digital transformation

Content services

Web apps

Product development

SEO

Data and analytics

Platforms

Ongoing support and maintenance

Ferris Capital

Background

Services

Landing Page Development

SEO / PPC / Display Ads

Campaign Strategy

Content Marketing

Data Acquisition + Management

Campaign Optimization

Creative Services

Customer Acquisition

Email Campaigns

Optimization + Reporting

A few Characteristics of highly converting landing pages.

1. Proper Landing Page Structure

2. Targeted Headline

3. Appropriate Colors

Email Personalization Statistics

When only subject line is personalized, emails have an average open rate of 7.4% and a click rate of .4%.

When message only is personalized, emails have an average open rate of 18.8% and a click rate of 2.1%.

When message and subject line are personalized, emails have an average open rate of 5.9% and a click rate of .2%.

Personalized emails deliver six times higher transaction rates.

70% of brands fail to use personalized emails.

Organizations using email personalization generate 17% more revenue through their campaigns than the average marketer.

Personalized emails deliver 6x higher transactional rates.

Website Personalization Statistics

74% of customers feel frustrated when website content is not personalized.

In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.

Personalized homepage promotions influenced 85% of consumers to buy while personalized shopping cart recommendations influenced 92% of shoppers online.

More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways.

Digital Advertising Personalization Statistics

79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.

By 2020, 51% of consumers expected that companies would anticipate their needs and make relevant suggestions before they made contact.

88% of U.S. marketers reported seeing measurable improvements due to personalization, with more than half reporting a lift greater than 10%.

63% of respondents are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.

If they get personalized offers or discounts, 63% of millennials, 58% of Gen Xers, and 46% of Baby Boomers are willing to share personal information with companies.

ECommerce Personalization Statistics

80% of shoppers are more likely to buy from a company that offers personalized experiences.

On average 71% of consumers express some level of frustration when their shopping experience is impersonal.

44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company.

40% of executives say their customer personalization efforts have directly affected sales and profits in channels like ecommerce.

Marketers see an average increase of 20% in sales when using personalized experiences.

Content Personalization Statistics

63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.

78% of U.S. Internet users said personally relevant content from brands increases their purchase intent.

87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.

Lack of content relevancy generates 83% lower response rates in the average marketing campaign.

Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t.

B2B and B2C Personalization Statistics

81% of consumers want brands to get to know them and understand when to approach them and when not to.

Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%.

94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important” for meeting their current marketing objectives.

79% of organizations that exceeded revenue goals have a documented personalization strategy.

When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “Personalization.”

Mobile Personalization Statistics

48% of people say it’s generally acceptable for companies to use their purchase history to deliver personalized offers via mobile so long as they can be opted in and out of.