VASCO - how did we increase the conversion ahead of the planned date?

The "recuperation" tab on the VASCO website is a topic that we have been dealing with for several quarters. Our goal was to optimize it in such a way that potential customers would have easier access to find information about the brand's offer. Effect? We obtained the desired result well ahead of the scheduled date.

ABOUT VASCO

The history of Vasco Group begins 40 years ago. In 1975. an entrepreneur from Limburg, Jos Vaessen founded the company Vasco, starting the production of convectors. With the design and marketing of the Primula freestanding convector, Vasco has seamlessly entered the area of decorative radiators. The years of VASCO engineers' work have also brought revolutionary solutions in a new generation of air handling units with heat recovery. Currently, recuperation, and more specifically the Vasco Silent Ventilation recuperation system, is a unique offer, not available on the Polish market until recently.

Challenges for Commplace

The topic of recuperation is one of the areas that Vasco deals with. The current website, however, required optimization so that, in addition to the visual effect, it was friendly to the Google search engine, and thus - so that the potential recipient can easily find it. How to increase conversion in such a situation? The challenge for us was to prepare an action plan based on the limitations set by the CMS system. Additional activities - Google Ads, properly prepared content were to strengthen the entire effect. Our work, optimized on an ongoing basis, allowed not only to obtain positive results, but also to overtake the "recuperation" tab of the German, French, Belgian and Dutch branch of the company in the key indicators. VASCO achieved the title of leader, and the bookmark noted Increase of unique pageviews by over 1,351,33%.

The scope of cooperation from Vasco

Synergy and optimization - the key to success

We joined the forces of individual internal teams - the SEO Department and the implementation of Google Ads campaigns and the Copywriting Department. As a result, together with VASCO, we have created a detailed schedule of our cooperation.

How to increase conversion?

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The tasks included:

Verification of the company's current activities (audit and analysis)
Creating a comprehensive content marketing and link building strategy
Running a Google Ads campaign targeted at a profiled group of recipients
Transfer of know-how to employees (guidelines)
Optimization of the tab presenting the recuperation offer (texts and graphics)
Use of the Marketing Conversion tool

Conversion Marketing - What Is It?

Conversion marketing refers to tactics that encourage customers to take certain actions. "Convert" the viewer of your site into a buyer for the product or service.

High conversion rates mean more sales, fewer lost customers, and a greater return on your advertising investment. By converting leads - who have already expressed at least some degree of interest - you don't need to reach as many new leads to generate the same sales volume.

Conversion - what type of customers is it effective with?

Conversion marketing does not target just one segment of consumers. It applies to all customers who visit the company's website. Many, if not most, customers will come to your website thanks to the search results. These visitors are immediately valuable customers because they are initially interested in some aspect of your website content. Other customers come directly because they already know about your offer (possibly due to prior business). This customer group is also very valuable as they have established a relationship with the brand in the past. In both of these cases, conversion marketing does not have to focus on attracting interest, but only on presenting arguments closing the sale.

How is a conversion marketing campaign created?

Before choosing a conversion strategy, companies identify the types of purchasing processes that their customers use. However, there are differences between buying physical products that should be shipped to the customer and buying digital products that can be downloaded directly. It is similar in a situation where a brand has a network of distributors of its products. There is only one conclusion - to start implementing the strategy, you need to determine what kind of conversion is desired. If you are in doubt about how to define your goals - ask our experts.