A free online marketplace was created for suppliers to compete for dentists’ business and expanded its offering to include a procurement solution for dental offices of all sizes. The platform was seeing steady growth of new customers but needed a strategy to convert buyers to consistent, repeat customers, and to stop relying on Google Shopping Ads to stay top of mind.
The Challenge: Overcoming a “one and done” purchase mentality by creating a complete funnel strategy.
The Old Funnel:
- Top of funnel: 1 purchase
- Middle of the funnel: 2-4 purchases
- Bottom of the funnel: 4+ purchases
The Solution: There were a few areas we had to address to move people from 1-4 purchases quickly.
- ROOT3 overhauled all transactional emails in HubSpot to include value proposition content that would tout the benefits of the marketplace – so even if the buyer came from a Google Shopping Ad originally, they understood to start their search via the marketplace site directly.
- Despite having a dedicated customer service team, they had 1000s of buyers in their middle of the funnel – far too many for 1:1 communication. ROOT3 developed automations and nurture campaigns in HubSpot that helped automate some of those touch points to help support the customer service team and alleviate the backlog.
- By updating the messaging for the top of the funnel and automating key touch points for the middle, the customer service team was able to dedicate more time to helping service customers with more than four purchases and create loyalty and new buying habits.
The Results:
- The cost per sale decreased because new buyer habits and automated touchpoints meant that buyers were relying less on Google Shopping Ads.
- New automations allowed the customer service team to focus on the bottom of the funnel, prioritizing 1:1 follow up that accelerated growth from customers with 4+ purchases.
Over the course of five months, we reached over 500,000 new potential customers and drove over 500 new purchases in one month at only $16 per conversion.
To learn more about how our team can help you increase top line revenue while driving down bottom line costs, connect with our team.
