Integrated Lead Generation Campaign

Summary

Carlisle Wide Plank Floors is known for exquisite craftsmanship, value and service throughout the installation process. There is lasting value in the overall quality of both the company’s products and its work.

Carlisle came to Overdrive for help with their goal of rapidly increasing their organic search presence, paid search efficiency and website conversion potential, with the goal of driving low-cost, high-quality leads into their sales funnel.

Homepage Design
Paid Search Management (SEM)
Google Product Listing Ads (PLAs)
Paid Search and Online Media Reporting
Search Engine Optimization (SEO)
Display Banner Advertising
Conversion Optimization
Landing Page Design and Development
Campaign Tracking and Web Analytics
Phone Tracking
Social Media Marketing

Homepage Redesign

Overdrive redesigned Carlisle’s homepage and navigation, which dramatically increased engagement with “How to Buy” by 125%.

Paid Search

The paid search campaign that Overdrive ran for Carlisle Wide Plank Floors was organized by wood type, with specific ad copy for each variation. The goal was to drive leads and revenue from consumers who were looking for high-end hardwood flooring options. Real-time tracking allowed for the reporting of key data, including catalog requests and phone calls.

Google Product Listing Ads (PLAs)

To improve Carlisle’s e-commerce presence, Overdrive developed a network of product-specific Google Product Listing Ads (PLAs) to help drive online sales via Carlisle’s e-commerce platform.

Floor Quiz Creation

An interactive and engaging quiz was created to help customers narrow down their flooring choice using their home design and unique style. Quiz questions were mapped to Collection Floors that best matched their answers, with customized recommendations being offered. The quiz then passed along the information to their sales team to follow up on leads.

Display Banner Advertising

Overdrive launched both content targeting and retargeting campaigns, utilizing a variety of banners that drove consumers towards conversion-oriented landing pages and the Carlisle Floor Quiz.

Landing Page Design and Development

Overdrive developed a suite of landing pages that created an immediate desire for Carlisle’s full-color catalog and encouraged users to complete a lead generation form or call and speak to a sales representative in order to get the catalog.

Nurture Campaign Creation

Carlisle wanted to overhaul their Nurture as it needed a content refresh and restructuring.

Focusing on both marketing and sales-ready leads, a whole new customer journey strategy was built to leverage Carlisle’s most popular assets. New emails were written and designed, then the campaign workflow was restructured to keep prospects engaged and in the funnel.

Paid Social Media Marketing

As a highly sought-after and popular asset, Pinterest and Instagram ad designs were focused on driving interest for catalog requests. Creative was A/B tested with new images of floors, refreshed ad designs, asset names, and additional assets such as flooring guides.

Social Media Management

To keep an engaging and highly visual feed, organic pin designs are refreshed and measured to optimize for both engagement and click-through. Top-performing pins are used to both inform creative designs moving forward, and boosted to take advantage of their high performance.

Conversion Optimization

Overdrive completed a full audit of the Carlisle Wide Plank Floors website, recommending and implementing easy-to-execute improvements to optimize the site for conversion opportunities. Desired actions included catalog requests, phone calls, e-commerce sales and general contact requests. Overdrive’s conversion optimization increased organic conversion rates by 591%.

Call-to-Action Audit
Google Analytics Tracking, Audit and Goal Analysis
User Path Analysis
Benefit and Offer Matrix Production
Image-Based Call-to-Action Integration
Text-Based Call-to-Action Integration
Conversion Rate Benchmarking
Offer Testing
Ongoing Tracking and Reporting

White Hat SEO

Overdrive assessed Carlisle’s online natural search presence in the top three major search engines (Google, Bing and Yahoo), using our findings to improve Carlisle’s search rankings, natural site traffic, and lead flow. We used the following white hat SEO tactics:

Code Compliance
XML Sitemap
Meta Tag Development
Content Development
Training
Social Media Integration
Interlinking
Call-to-Action integration
Constant Keyword Level Rank and Competitive Tracking

Campaign Tracking and Web Analytics

Overdrive utilized a full battery of the campaign and web analytics platforms, including Google Analytics, MediaPlex, AdWords tracking, and CRM tracking.

Phone Tracking

Overdrive installed a phone tracking program that allowed the tracking of specific digital marketing programs. Unique 800 numbers were assigned to specific traffic sources, creative units, and keywords.

Success!

+102%

Paid Search
Conversions

+87%

Paid Search
Conversion Rate

-48%

Paid Search
Cost Per Lead

+224%

Organic
Search Rankings

+591%

Organic
Search Conversions