Cost per lead down from $2,300 to $550.
DOOR3, a New York technology and design consultancy, was sending its paid traffic to the main website, barely tracking it, and passing every new contact straight into the sales cycle. We built a landing page for a new campaign, the tracking behind it and a funnel that linked the marketing platforms to the CRM. Cost per lead fell from $2,300 to $550.
- Cost per lead$550down from $2,300 on the campaign
- Subscribers580from the lead magnet campaign
- TrackingWired inanalytics on the page, funnel into the CRM
- Follow-upAutomatedemails, with engagement visible to sales
- The first campaign, and the ones that followed it.As published January 2023.
- Client
- DOOR3Technology consultancy, software and UX
- Sector
- Technology consultingNew York City
- Published
- January 2023Landing page design
- Services
- Landing page designCase study · January 2023
Paid traffic with no page, no tracking and no funnel
DOOR3 had run paid search in-house and through several agencies without a clear strategy for lead generation. When we audited the account and everything after the click, three things stood out.
All paid traffic sent to the main website
Every paid click landed on the main site, a page built to explain the whole company rather than to answer the search that brought the visitor. That is the most expensive place to send bought traffic: it dilutes the message and offers a dozen exits.
Minimal tracking, so nothing could be measured
There was little in place to measure performance. Without tracking, nobody could say which campaign or page produced a lead, what one cost, or what to change, so every decision about spend was a guess.
New contacts dropped straight into the sales cycle
Any new contact went directly into the sales life cycle on the CRM, whatever their intent, with no nurturing in between and no view of how a lead had behaved before sales picked up the phone.
What we built after the click
The campaign kept sending traffic. What changed was where it landed, what was measured, and what happened to a lead once the form was sent.
A landing page built for one campaign
Instead of the main website, the new campaign got its own landing page, built for the audience that campaign targeted. Targets for it were set with DOOR3's senior leadership team first, so the page was built to a goal rather than a template, and it became the model for the campaign pages that followed.
Analytics and tracking on everything that moved
A range of tracking and analytical tools went in with the page, so every visit, form and lead could be traced back to the campaign that produced it. Cost per lead stopped being an estimate and became a number DOOR3 could read off and act on.
A funnel that links the platforms to the CRM
With DOOR3's marketing team we built a new sales funnel that connected the various marketing platforms into one process, and integrated it with the CRM. Sales could now see how each prospect was interacting with the automated follow-up emails before picking up the phone, which the study calls hugely valuable to the team.
Follow-up campaigns, each with its own page
As the first campaign kept working, it became the pattern. Further campaigns and landing pages followed, each with its own target audience and goals, and a lead magnet campaign brought in 580 subscribers. Every one of them arrived through a page that was tracked and a funnel that followed up.
What the numbers did
Three figures from the case study, published in January 2023, with no period given for any of them.
Down from $2,300 on the campaign, once the traffic had a page of its own and a funnel behind it.
From the lead magnet campaign, each one entering the funnel and the automated follow-up.
Up from 580. The study reports this alongside the campaign work; it is DOOR3's organic figure, not something the landing pages produced.
The study gives no period for any of the three figures and no lead or pipeline counts behind the cost per lead. The organic keyword figure is DOOR3's site-wide number over the engagement, reported by the study alongside the campaign work rather than produced by the landing pages.
"We recommend their team to anybody and everybody"
We recommend their team to anybody and everybody. The results that we've seen from the collaboration are outstanding, from the tremendous improvements in our own page speed and marketing performance to the satisfaction of the clients who work with them on PPC. We really went from terrible performance in a lot of those areas to doing really well.
Three more pages with the follow-up wired in
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