Marketing Background

When the overall order volume of the home decoration industry drops, the cost of form filling soars and the efficiency of clues is low.

Marketing objectives

Reduce costs and improve lead efficiency.

Marketing program

Starting from the decision-making cycle of consumers, landing pages are made for the problems that users care about in different periods, and transformation components such as consultation and forms are optimized. In the early stage of decision-making, the form component used graphic forms, calculators and other styles to show the company's strength and improve the willingness of netizens to fill in, and in the late stage of decision-making, it used cards, coupons, interactive pop-up windows and other styles to attract netizens to leave clues.

First, analyze the decision-making path of potential consumers: during the observation and judgment period, netizens will search for a lot of information, and then during the decision-making and action period, when netizens have some understanding and judgment, they will communicate and make decisions with their favorite decoration companies.

In the first stage, a large number of company businesses were displayed through navigation, carousel maps, graphic forms and other ways to stimulate Internet users' interest in continuous browsing, followed by calculator forms, content components, etc. to facilitate Internet users to understand budget and decoration strategies for knowledge popularization.

In the second stage, brand promotion will be carried out through the designer team and service cases, and finally, discount will be emphasized by cards, coupons, lottery and pop-up windows, which will finally form a transformation.

1) The decoration style of graphic forms is intuitive and recommended.

2) King Kong Navigation shows the company's business by category.

3) Attract netizens to collect and fill in through activities/cards and coupons.

Marketing effect

Page browsing duration increased by 32%; The withdrawal rate decreased by 19%; The conversion cost decreased by 36%; Effective cost lead cost decreased by 23%; The number of effective clues increased by 32%.