Tix4Cause - New Sky Strategies

Client Challenge

The client was launching three new marketing initiatives they wanted some data-based structure around. They knew User Experience (UX), performance analytics, and a nurture strategy were crucial pieces for their success, but didn’t have the expertise in-house.

Services

UX & Conversion Consulting; Marketing Analytics; Nurture Strategy Development

VISIT THEIR WEB SITE

www.tix4cause.com

Goals

Create a landing page and checkout flow for their new partnership campaigns that followed best practices of User Experience and Conversion, in order to maximize results.
Measure the results of a large-scale online ad campaign in order to determine which ads performed the best, how to hold CBS accountable for the results, and if the program overall was worth the spend.
Improve the results of their existing nurture strategy components, and improve the nurture process overall.

Approach

Work with writers, designers, developers, and vendors to create a landing page template and checkout flow that follows best practices of UX and Conversion, and is properly tracked using Google Analytics cross-domain tracking.
Determine KPIs for each element of the large-scale ad campaign, then measure weekly to determine which elements, and which ads, performed the best and why.
Formalize a lead nurture program. Begin with an investigation of existing leads: stages in the buying cycle, available personal data, purchase behavior, etc. Then create a strategy, identifying lead segments and associated nurture channels, and lay out clear goals for every step in each nurture path. Also, lay out what and how data will be analyzed. Finally, turn the strategy into a plan, and evaluate what human resources and software tools would be needed.
For the first few months of the nurture program implementation, guide on execution for maximal conversion, and measure and analyze with tools such as multivariate testing.

Results

A landing page design that was dramatically different from what they brought to us originally, with more potent brand messaging, and following the best practices of UX.
After the UX of email newsletters and website were adjusted, email marketing click-through-rates experienced a sustained increase of 79%, and Pageviews of the purchase pages on the website experienced a sustained average increase of 106%.
After completion of several projects, CEO Mary Nemetz’s feedback was: “New Sky brought a fresh approach to our business combining the creative with the all-important analytics – the heart of any business. I look forward to the opportunity to partner with them on the next project.”

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"New Sky brought a fresh approach to our business combining the creative with the all-important analytics - the heart of any business. I look forward to the opportunity to partner with them on the next project."