A 4-Week Test To Improve Lifetime Value
The online compliance market that offers written safety programs is extremely competitive. Tenlo developed and executed a test, learn, optimize and amplify marketing approach for US Compliance Systems. We determined the best targeting, channel, messaging and experience strategy to increase conversions in an industry where it's hard to stand out.
Online Visibility Assessment
Examined what customers experience when they research, evaluate and buy compliance solutions online
Messaging Strategy
Developed then tested rational- and emotional-based messaging to determine audience motivators
User Experience
Designed and tested landing page templates to determine the best online experience for users
The Challenge
Prove we can get compliance information in front of the right audience
Engage the target audience with messaging that will motivate them to take action
Quickly test targeting, channels, messaging and online experience in just 4 weeks
Demonstrate the path to conversion and prove marketing effectiveness
Develop a roadmap to scale the marketing plan based on the highest opportunities
Strategic Process
Quantify Relevant Awareness
Defined the audience most likely to purchase compliance products and developed an advanced targeting structure
Map Points of Influence
Identified and tested channels where the audience was most likely to engage with information on compliance solutions
Prove Your Business Value
Developed and tested messaging to determine what motivated the audience to make a purchase
Align Tactics to Sales Funnel
Determined which channels and messaging were most effective during different stages of the sales funnel
Rapidly Execute, Test & Analyze
Gained learnings that will be scaled across all products in the portfolio based on a roadmap prioritizing the biggest opportunities for returns
The insights from our research helped our client better understand how to effectively communicate with their customers as they moved through the customer journey.
The Importance of Rapid Testing
Through Rapid Testing, we quickly validated that the existing speed/efficiency messaging was effective for bottom-of-the-funnel tactics, but less effective than trust-focused messaging in top- and middle-of-the-funnel activity.
“We attribute our new sales growth to our work with Tenlo.”
– Keith Dague, President of US Compliance Systems