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CASE STUDY

Michael Trio

Customized Diamond Rings

REDUCED COST PER LEAD FOR MICHAEL TRIO FROM $100 TO $1.45 WITH ONE COOL TRICK

Michael Trio is a customized diamond jewellery retailer in Singapore. They have both an online storefront as well as a showroom at Tanjong Pagar for the entire customization journey.

Through our consultative approach, we discovered that:

  • AdWords were poorly optimized, leaving money on the table. Clickthrough rates were low, likely due to the poor copywriting and lack of optimization of targeting.
  • Not utilising marketing channels (i.e. Facebook) to boost online sales.
  • Landing page had low final conversion rates. Leads were information seekers rather than those with buying (loaning) intent.
  • No incentives (lead magnets) were being given to capture leads.
  • Lack of quality website content rendered them almost invisible on the search engines.

WHAT WE DID

  • Identification of Right Customer Persona – Identified a better customer persona by finding the best marketing channel and figuring out the best way to attract customers.
  • Choosing the Right Advertising Platform – Advertising on a cost-effective platform without spending excessively in order to target the right audience. These successful series of campaigns resulted in 50 conversions, with each lead costing just SGD$1.45 compared to the previous cost of SGD$100 per lead.
  • Creating an Effective Lead Magnet – Offering a value-added service to potential customers. In Michael Trio’s case, we recommended a free ring sizer to attract high quality leads into the business which helped convert them to become customers.
    • CASE STUDY

    Michael Trio

    Customized Diamond Rings

    RESULTS

    42,613

    Total target audience engaged in 3 campaigns

    50

    Leads collected at $1.45 each

    703

    Interactions (Clicks) Generated over 3 campaigns

    Picture of Jadon Zeng from Michael Trio

    DIL was responsive and efficient to my project requirements and I feel that their actions always had the client’s benefits in mind.

    DIL was responsive and efficient to my project requirements and I feel that their actions always had the client’s benefits in mind.

    Jadon Zeng
    Director, Michael Trio

    Jadon Zeng
    Director, Michael Trio

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    Copyright 2012-2021. Digital Influence Lab. All Rights Reserved. Privacy Policy

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