With some great assists from Striker Leads, Silverlake boosted scrap car purchases by 117%, carry on reading below to learn more about how this partnership progressed into such a big result!
The manager guides the team on how to play best, and a sales tracking tool is no different. Initially, it was Striker Leads' responsibility to identify a sales tracking tool that best met the client's needs. After further discussions with Silverlake, it was decided that WhatConverts was the most effective solution since it could be integrated with all their marketing channels, not just a select few.
The strikers main aim is to score goals, a website’s aim is the same (it’s just called ‘leads’ instead). Striker Leads utilised a variety of heat map tools to find out exactly what the users were engaging with on the website, and what they were not. The game changer came through identifying a USP that a large proportion of users were attracted to, and, when this USP was made more prominent on the website (above the fold), a 23% improvement in conversions was seen.
The scout's role is to identify opportunities to enhance team performance, which aligns with the task of conducting keyword and audience research ('improving account performance'). Striker Leads thoroughly searched for 'high intent' keywords and audiences, launching new competitor keyword campaigns and introducing area-specific keyword campaigns.
Additionally, alternative keywords (such as 'recycle my car,' 'damaged car buyer,' and 'sell my car no MOT') were integrated into existing campaigns. The sales tracking tool (manager) also played a crucial role in determining which elements to retain and which to let go.
The defence’s role is to ensure the goalkeeper isn't overwhelmed, the search term results is also a defence that is used to help combat irrelevant clicks and leads. During discussions with Silverlake, Striker Leads addressed a significant issue they were facing: an influx of leads for non-scrap-worthy vehicles, such as a 2022 BMW 3 Series, which were unwanted. Upon reviewing the search terms report, it was evident that terms like ‘sell my car’, ‘how much is my car worth’, and ‘webuyanycar’ were attracting users with higher-value cars rather than scrap cars. The third-party sales tool further confirmed these terms as non-profitable (a nod from the manager), leading to their application as negative keywords. This adjustment resulted in a substantial 36% decrease in spend with minimal impact on purchase numbers.
The midfield sets up opportunities for the striker to score, just as making bid adjustments and additional amendments to the account increases the website's chances of securing a 'high intent' lead. Utilizing data from the third-party sales tool, WhatConverts, Striker Leads quickly identified the sources of Silverlake’s sales, high sales orientated components received greater visibility (e.g. mobile device increases, ad schedule time increases, and specific geo location increases) on all relevant platforms, while other less sales orientated components received lesser/no visibility (e.g. tablet devices, Google Search Partner sites, and specific audiences) on all relevant platforms.
The role of the goalkeeper is to keep a clean sheet, analysis, account adjustments, and reporting has a similar theme. Over the past five years, Striker Leads has consistently maintained and enhanced Silverlake’s accounts (across various platforms). Monthly meetings and reports facilitate the sharing of new ideas to further maximize profitability. It’s been a long and fruitful relationship where communication is key, remember, we always talk sales not leads, it’s that simple!
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