{"id":9170,"date":"2024-10-08T01:53:15","date_gmt":"2024-10-08T01:53:15","guid":{"rendered":"https:\/\/clixpertdemo.com\/clixpert24\/?page_id=9170"},"modified":"2024-10-20T03:55:19","modified_gmt":"2024-10-20T03:55:19","slug":"case-study-furniture-removalist","status":"publish","type":"page","link":"https:\/\/clixpertdemo.com\/clixpert24\/case-study-furniture-removalist\/","title":{"rendered":"Case Study: Furniture Removalist"},"content":{"rendered":"\t\t
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\r\n \r\n <\/small>\r\n CASE STUDY: FURNITURE REMOVALIST <\/h1>\r\n \r\n <\/div>\r\n

How our work has helped our client, a Furniture Removalists, turning this brand into a leading moving company for home & business in Australia.<\/p>\r\n <\/div>\r\n \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Introduction<\/h4><\/div>

A foundation client of ours, Clixpert has worked with a Furniture Removalist client for over a decade, helping them grow their business by more than 40% every year, year on year.<\/p>

Our work, which started in SEM, now includes display advertising, remarketing, CRM, strategy consulting, research, social media, analytics, web UI, branding, advertising and most recently, AI (artificial intelligence).<\/p>

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Objective<\/h4><\/div>

In June 2016, studying the data GA provided us with, we felt we had two strategic opportunities.<\/p>

1. We could increase traffic to the website which in June 2016 stood at 9,365 per year.<\/p>

2. We could improve branding using Search – in June 2016, only 3,636 prospects – 38.81% of all prospects – enquired for Moving Company by the brand name.<\/p>

The Challenges<\/h4><\/div>

1. Moving home involves moving memories<\/strong><\/h5>

Research indicated that in the moving industry, females are the decision-makers in deciding the removalist.<\/p>

Using psycho analytics – \u2019voice tremor and pitch analysis\u2019 using a psychological concept based on the \u2018basal-ganglia\u2019, we understood our audience\u2019s mindstate to be \u2018vulnerable\u2019 – moving home involves moving memories – a much more emotional experience than people might think.<\/p>

We realised we needed to be more \u2018emotionally engaging\u2019 with the way we presented our brand and got our client\u2019s customers to engage with it.<\/p>

2. Regional Australia was where growing new markets were<\/strong><\/p>

Rising house prices in the cities meant fewer people were buying homes. However, in the regional towns, this was not the case. People were continuing to upgrade their homes and move into new ones.<\/p>

A push into regional Australia could no longer be ignored or avoided.<\/p>

3. Expectations with regards to user experience had changed<\/strong><\/h5>

As 4G gained traction, \u2018speed\u2019 was of the essence. We had to understand speed, accelerated mobile pages (the AMP project) and get with it.<\/p>

4. The experience we promised, had to match the one we delivered<\/strong><\/h5>

It is one thing to promise an experience, it is another to deliver it. We observed a drop in conversion where there was an expectation\/experience mismatch.<\/p>

5. \u201cMake it easy for us to buy you\u201d<\/strong><\/h5>

This was a key comment from one of the satisfaction surveys we send every customer who has done business with our client. We took the sentiment of this customer\u2019s statement and re-developed our \u2018enquiry form\u2019 completely based on it.<\/p>

Our Strategic Initiatives<\/h4><\/div>

1. We re-developed our client\u2019s website, making it more emotional in approach<\/strong><\/h5>

We balanced in the way we presented our rational, emotional and social faces, thereby improving the marketing elements on the design.<\/p>

2. We targeted regional Australia and used AI to improve ads, process, speed and<\/strong><\/h5>

We compared page download speed and accelerated it by optimising copy, images & technology. The end result was speeds that either matched or exceeded the competitive benchmarks.<\/p>

3. We linked web data to the Furniture Removalist\u2019s internal CRM and scheduling system<\/strong><\/h5>

Result – The Outcome: This drove productivity of the workforce, raised revenue, automation, and improved customer satisfaction.<\/p>

4. We integrated Artificial Intelligence in website<\/strong><\/h5>

With the AI integration, we now display real-time customer activity notifications within our client\u2019s website including live visitor count, recent activity and recent bookings.<\/p>

This has resulted in higher conversions, save on acquisition, increase visitor trust and social influence.<\/p>

We\u2019ve seen a 14.35% increase in Avg. time on page and the Bounce Rate improved by 19.52% and we\u2019ve seen a massive 38% increase in enquiries in June within a month since AI was implemented.<\/p>

5. Search Advertising<\/strong><\/h5>

Search advertising has played a major part in our client\u2019s business success. Ad copy highlighted the brand credentials, their experience (10,000+ customers), also highlighting offers. The ads led the user to the homepage where they could learn more about various moving packages, moving calculators and other offers. The user could then navigate through the website to the relevant package page.<\/p>

Results<\/h4><\/div>

The Results After 12 months of activity:<\/strong><\/h4>