Can my car tow this touring caravan?
Answering this question allowed us to generate £160,000 in sales revenue.
All images and stats mentioned in the below case study are accurate from publishing date (2018).
Ed GloverSalop Leisure Marketing Manager
Marketing a big-ticket product like a caravan online requires an understanding that the customer journey for this type of transaction is altogether different from that of everyday e-commerce.
People think and behave differently depending on if they are buying cheap or pricey products, and the customer journey for high-value items is more similar to B2B sales than B2C.
While we had large amounts of traffic, and a good number of leads flowing through our website, we needed more Sales Qualified Leads (SQLs) which we could put into the capable hands of the touring caravan sales team.
We contacted Built For Now who are specialists in generating leads - and asked them to come up with ideas on how we can create more SQLs from our website. They did not disappoint!
- Generating Sales Qualified Leads
- Segmenting warm leads & hot leads
- Sales follow up
- Measuring results
- Strategy + Planning
- Front & backend development
- Landing page optimisation
- Email design & automation
Reducing anxiety by providing valuable information
On interviewing the sales team and mining the data from previous enquiries, it was evident that the touring model sales page needed to go beyond merely listing the usual details such as product description, pricing, and specifications. One frequent customer request related to vehicle towing capacity, and if their car could tow a touring caravan of interest. The sales team confirmed that this question was often asked when the customer was in the dealership, which proved to us that prospects valued this specific information, and that it was not readily available online.
Let’s calculate accurate towing capacity online
We decided to develop an online tow check calculator to assist prospects in correctly matching tow vehicle safety ratings. This made it easy for them to reach an informed decision without the hassle of calling their car dealership or trawling the internet for the information. The function would calculate realistic vehicle towing capacity for any vehicle intended to tow a touring caravan, and enable us to achieve the following primary goals:
1. Data capture Sales Qualified Leads
2. Provide sales personnel a valid reason to follow up
3. Grow Salop Leisure’s email database
The calculator was developed to be mobile friendly and support all vehicle manufacturers’ weight safety ratings and warnings.
"Built For Now are one of the best agencies we have used. They don't build websites, they build solutions to meet our marketing goals. Their work has the power to change your business."
— Mark Bebb,
Joint Managing Director, Salop Leisure Limited.