“You must do more with Less. If you run a small business or a marketing agency, this is not a theoretical paradox or Goblin King Riddle—These are real tips you will hear on how to increase your income. The fastest way to scale up is to take on more clients and customers. But somehow you gotta do this without incur more expenses or sacrifice the work you already do.
Seems impossible, right?
Maybe not. Conversion intelligence helps level the playing field for small business owners and savvy marketers. You may not have the same resources as the big companies you compete with, but you have access to AI and machine learning tools that can help you deliver higher converting campaigns with less resources.
This is something that Mats Moy, digital marketing consultant and founder of Avg Council, knows from experience. For years, Mats has helped roofing companies generate leads online and become authorities in their local markets. But as a one-man show he had to spend a lot of time juggling several different clients and projects, while also being responsible for marketing his own business.
Around November 2019, everything changed for Mats. (Dun, dun, dunnn.) Since then he has seen his business grow five times bigger with the help of Unbounce landing pages and our AI-powered optimization tool, Intelligent traffic. And that level of success is something that Mats says he’s still getting along with …
I haven’t heard too many people talk about this feeling. Have you seen Elon Musk’s meme watching his spaceship launch? Just to watch your baby take off and become what you hoped he would be. This is the feeling you get. Personally, it was life changing.
So how did Mats do it? Read on to learn more about the lead generation method he used to grow his consulting firm and how he managed to keep his operation lean and high converting with tools like Unbounce.
Lots of opportunities, but limited resources
When Mats started his marketing consulting business, he immediately saw the benefit of getting his clients to use landing pages. A typical roof replacement will normally cost between $ 6,000 and $ 10,000, so each Click on the PPC ad incredibly valuable.
In terms of traffic, this is not an industry where you will see thousands of hits per day. Roof clicks are very expensive, right? Your typical Google paid ad campaign might be 10 cents, 30 cents, or maybe a dollar for a click. But on the roof, some [in this industry] pay around $ 60 or more per click. It is therefore quite expensive.
Creating landing pages Targeting specific local keywords (eg, “affordable roofing in Calgary”), Mats was able to help clients derive more revenue from their advertising spend and dominate their local markets. It was a very effective strategy: he could test and optimize much faster on landing pages and achieve higher conversion rates compared to competitors who were still sending traffic to their websites.
But there was a (metaphorical) ceiling that blocked how well Mats could develop this business. He just couldn’t be everywhere at once and hiring a lot more people wasn’t an option for him at this point.
What did my resources look like? Well, I was alone. A one-man show that does absolutely everything. And I think I was juggling maybe like four or five clients at a time doing all the work using landing pages. You have to move very quickly when you are starting out.
Mats knew something had to change if he ever wanted to expand his business and increase his income. So he started to think about some of the different ways he could generate leads to attract more roofing clients – without giving him a ton of extra work.
At the end of last year, I set a goal. “We are going to reach X number of customers.” And step by step, I started to get there. And it was just a bull at this point, it was just an idea. But then you start working on it and over time you slowly start to see… Whoa, it works.
A training course on lead generation powered by Smart Traffic ™
To attract even more clients, Mats decided to reverse his agency model and start teaching roofers how to sell themselves. He figured if they could use a mouse they could create a landing page in Unbounce.
I needed a tool that would be easy not only for me but also for my clients. Because when it comes to roofers with computers… it scares them. Like someone can barely copy and paste or turn on a computer, but here we are creating Unbounce landing pages!
And because Mats was part of the Unbounce Partner Program, he was able to offer all roofers who completed his training program a 20% reduction on their first three months of using Unbounce. In exchange, he would win 20% recurring revenue for each referral.
I threw [the training program] in November, and that was my only goal. It shows them how to set everything up for their marketing, and that includes using Unbounce landing pages.
It seemed like a super smart approach for someone as busy as Mats. Rather than getting bogged down in the day-to-day management of each new client, he would be able to put them in place with the skills, strategies and tools necessary to be successful online (then offer his services to help them continue to grow. ). As the old saying goes, “Give a roofer a fish and you feed him for a day. But give a roofer a crash course in landing pages, and you nurture them for life. “
To publicize his new training program, Mats decided to use a series of Facebook ads that would specifically target roofers. He used the long storytelling to get their attention, then redirected them to a sign-up homepage to sign up for more details.
But Mats didn’t send roofers to any old landing pages. He sent them to a landing page powered by Cancel smart traffic™. This was the key as Mats was still juggling a lot of responsibility in his role. He had to lead the training course and managing his clients, so he didn’t want to run small-scale A / B tests on his lunch break.
What is the advantage of Smart Traffic? Through machine learning, Smart Traffic increases your conversion rates by automagically send visitors to the most relevant landing page variant. These split-second routing decisions are more accurate than manual testing, and eliminate most of the manual hassle – and long wait times – that marketers associate with traditional testing. Learn more about how Smart Traffic works here.
Instead, Mats created a bunch of different variations to test new headlines and images on the page. Then he used the Unbounce machine learning algorithm to automatically direct visitors to the version they were most likely to convert to. No fuss, no fuss.
I’m just letting the AI do its thing. If you are really busy or don’t have that optimization experience, Smart Traffic will be your new best friend. It uses machine learning to help you achieve these better results.
Blow up the roof with 5x growth in 6 months
Six months later, Mats stopped having 15 clients to over 80. And while this kind of rapid growth may have been unsustainable for him before, the lead gen training course has proven to be a trusted source of new leads for his business. It gets an 8% conversion rate on the signup landing page and sees a conversion increase of over 35% thanks to Smart Traffic. (In other words, it would get a conversion rate of less than 6% if it ran these variations in a traditional A / B test.)
It gave Mats confidence expand their team and attract four more marketers to help Moy Consulting. (Which means he can finally put his juggling gloves away, as this is no longer a one-man show.)
Customers are satisfied with the program. I have people who love it. So they see leads. It is unlike anything in existence. And that’s the best part, knowing that your success comes from the success of your customers. It’s awesome.
Speaking of customer success, Mats also uses Smart Traffic on its customer’s roofing pages. In some cases it has been successful in reducing the cost per lead by $ 160 to $ 40, and get conversion rates as high as 19% (with an incredible 70% increase over Smart Traffic). That’s well above the median of 2.6% for the home improvement industry, according to the 2020 Conversion Baseline Report.
You can hear it in my voice… I’m pretty proud of some of the metrics we’ve been able to collect and get from these campaigns.
For marketers always aware of Smart Traffic, Mats says he gets it. These are still the early days of machine learning and some people will need more time to change their mindset and embrace this new way of optimizing and testing. But as a busy marketer with a lot of stuff on his plate, Mats has found a ton of value in his new AI sidekick. Smart Traffic augments its natural marketing skills and operates in the background to optimize its campaigns with speed and precision that humans cannot match.
Smart traffic gave me so much time on a daily basis, instead of constantly having to test different landing pages. Especially since I had so many other tasks on my plate. AI is absolutely the way of the future.