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CASE STUDY

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

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

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.
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.

Jadon Zeng
Director, Michael Trio
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