THRIVE SERVICES USED
Project Overview
A plasma donation center that collects medical-grade source blood plasma for biotherapeutics partnered with Thrive Internet Marketing Agency to drive more donations to its two plasma centers through digital marketing.
Since taking over its marketing campaign in August 2021, we helped the client achieve its biggest months donor-wise, with 459 checkouts initiated and 448 donor form conversions. Thrive’s conversion rate optimization (CRO) audit also revealed opportunities to improve the user experience. Since CRO changes went live, the average goal conversion rate has improved by 53 percent.
The client is currently building out two new donor centers, with Thrive taking over the full-service digital marketing once these are open.
Before partnering with Thrive, the client faced different obstacles that prevented it from reaching its goals, including rebranding, location targeting and missing email opt-in checkboxes.
To address these issues, we launched a comprehensive digital marketing campaign that involved search engine optimization (SEO), paid advertising, email marketing, paid social media advertising and organic social media marketing. This holistic approach allowed us to build up the client’s new brand image, spread awareness and grow its social media following for its two locations (Glassborro and Cherry Hill).
We also increased the number of plasma donors at each center and ramped up its website click-through rate (CTR) by 2.27 percent. Meanwhile, our paid social media lead generation efforts resulted in a 32.89 percent increase in checkouts initiated in March 2022 and a 46.39 percent increase in April 2022.
Thrive’s CRO campaign also generated tremendous growth for the client, improving its goal conversion rate by 53 percent. The overall goal completions since launch also increased by 120 percent over the same number of days prior to launch.
PPC conversions also increased for both goals:
- Form Submissions: +81%
- Appointment Completion: +90%
- Bounce Rate: -20%
In line with the above stats, we also saw a higher percentage of website traffic and engagement:
- Mobile Bounce Rate: -14%
- Homepage Bounce Rate: -4%
- Average Session Duration: +31%
- Checklist Page Bounce Rate: -16%
The Execution
We performed a comprehensive strategy audit to guide our digital marketing strategy development. Using analytics results, we identified four key tactics that directly contribute to achieving the client’s goals:
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SEOOn a 100-point scale, the client scored zero in domain authority, home page authority, backlinks and referring domains. Since search engines value a higher domain authority, we needed to double down on our organic SEO efforts to increase its search visibility and website performance.
These involved:
- Keyword targeting
- Technical SEO
- Title and heading tag optimization
- Site speed optimization
- Image optimization
- Core web vital optimization
- Link building
- Link management and backlink acquisition
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EMAIL MARKETINGGoogle Analytics results revealed significantly low traffic and no conversions from email because of inconsistency in mailer sends. Missing UTM tags on mailers also removed the ability to measure mailer traffic and conversion on site.
To boost the client’s email marketing results, we focused on:
- Optimizing email marketing templates
- Building email opt-in checkboxes
- Creating more personalized email messages
- Fixing missing UTM tags
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Social Media MarketingSince this company was rebranded, one of our biggest challenges was making the public aware of this rebranding. We combined organic and paid social media marketing to grow the client’s Facebook pages and send relevant traffic to the newly launched website before we started getting donors.
Once we’ve built brand awareness, our social media team launched retargeting ad campaigns on Facebook to improve its paid social performance. We learned that retargeting is an essential strategy since donors are welcome to come back on a regular basis.
Our social media strategies covered:
- Budget audit
- A/B split testing
- Creative audit
- Community engagement
- Targeting audit
- CTA optimization
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PPC ADVERTISINGWe found that the client’s current Google Ads account was not serving ads. In this case, keyword research and campaign setup were necessary to drive more traffic and leads to the client’s website and gain instant visibility.
Thrive’s PPC strategy involved:
- Location targeting
- Bidding strategy audit
- Google Analytics conversion tracking
- Keyword targeting optimization
- Budget audit
- Ad copy and landing page creation
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CONVERSION RATE OPTIMIZATION (CRO)Results of the CRO audit revealed mobile view and the lack of calls to action (CTAs) on the website as the main issues behind low conversion rate. Based on heatmaps, we developed a strategy to place CTAs where the users would see them exactly when needed.
Mobile devices represent about 88 percent of traffic, so we emphasized optimizing that view by making changes to the navigation on page elements. Placement on mobile was key to converting prospects to customers.
Significant site changes included:
- Placing navigation CTA
- Adding a CTA button to the homepage
- Fixing mobile view in one section
- Adding a CTA section to a high-traffic page
Priorities for the Months Ahead
Our next steps focus on increasing the client’s ad spend to generate high-converting leads continuously. And once we have confirmation, we will start building tailored digital marketing strategies for the new plasma centers.