Coverting Traffic Into Leads: Doba Case Study July 11, 2008 Doba utilizes HookTour for sales lead generation and traffic conversion
Profile: Doba provides online retailers with access to an online inventory of wholesale products, serving as a platform for suppliers to upload inventory into a virtual catalog. The company relies on high-traffic volume to produce new its memberships and drive revenue. As a tool to convert online traffic into new memberships, Doba uses Sapha to generate sales leads while also improving the quality of those leads.
Challenge: For Doba, gaining the attention of consumers and conveying the company's value proposition was getting increasingly harder. Driving traffic to the company Web site was no longer enough—that traffic needed to translate directly into sales information, ultimately leading to the sale of new memberships.
Online retailers considering Doba's services could browse the online inventory, but were required to create an account to view certain content in the catalog. This stage of the sales process was where Doba was losing many of their potential customers. While there was no cost associated with creating an account, most customers avoided entering personal information. Doba needed a solution; a means through which to convert their online traffic into quality sales leads.
Solution: Doba had a need for a sales mechanism that quickly engaged online customers, clearly conveyed their value proposition and motivated additional action. Doba chose to integrate a strategic component of the conversion suite of products from Sapha as its solution.
Sapha's HookTour provided a unique combination of direct response discipline, proprietary analytics and rich media expertise. The HookTour featured on Doba's Web site combines the pros of both audio and visual stimulation; geared more towards converting the traffic into quantifiable leads as well as educating viewers.
"We are always looking for ways to improve our messaging and increase leads," says Brandon DelGrosso, VP of Marketing at Doba. "The challenge with low conversion is knowing whether or not we are explaining our value proposition correctly. Sapha's HookTour not only solidified our message; it created a more interactive, informative sales environment with proprietary analytics that communicated the quality level of each lead. This just is not a solution we could have developed in house."
Integrating Sapha's HookTour into the Doba marketing landscape was a natural process. Working closely with the Doba marketing team, a HookTour was constructed to meet the needs of the individual customer while remaining true to the value proposition.
Results: The deployment of Sapha's HookTour on the Doba Web site produced several measurable results. In the first quarter of use, Doba saw a 25% increase in overall sales conversions, and the HookTour has generated 21% user participation, 18% of which signed-up for a trial membership with Doba. The spike in trial memberships has also considerably reduced the close time on new memberships.
Another benefit of the HookTour is Doba's continued ability to monitor where in the sales process customers are choosing to leave the site. Feedback on how long customers are spending in each stage of the sales process has allowed Doba to constantly tweak their messaging and sales approach.
Sapha is the premier online conversion company. Their solutions instantly improve traffic conversion for Web sites, e-mail campaigns, and landing pages. Sapha delivers proven products that combine rich media, proprietary analytics, and direct response know-how into easy, cost-effective conversion solutions that turn Web sites and marketing campaigns into conversion machines. www.sapha.com.
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