A plasma donation center that collects medical-grade source blood plasma for biotherapeutics partnered with KeyQik Digital Marketing Agency to drive more donations to its two plasma centers through digital marketing.
Since taking over its marketing campaign in August 2021, we helped the client achieve its biggest months donor-wise, with 459 checkouts initiated and 448 donor form conversions. KeyQik conversion rate optimization (CRO) audit also revealed opportunities to improve the user experience. Since CRO changes went live, the average goal conversion rate has improved by 53%.
The client is currently building out two new donor centers, with KeyQik taking over the full-service digital marketing once these are open.
Before partnering with KeyQik, the client faced different obstacles that prevented it from reaching its goals, including rebranding, location targeting and missing email opt-in checkboxes.
To address these issues, we launched a comprehensive digital marketing campaign that involved search engine optimization (SEO), paid advertising, email marketing, paid social media advertising and organic social media marketing. This holistic approach allowed us to build up the client’s new brand image, spread awareness and grow its social media following for its two locations (Glassborro and Cherry Hill).
We also increased the number of plasma donors at each center and ramped up its website click-through rate (CTR) by 2.27%. Meanwhile, our paid social media lead generation efforts resulted in a 32.89% increase in checkouts initiated in March 2022 and a 46.39% increase in April 2022.
KeyQik CRO campaign also generated tremendous growth for the client, improving its goal conversion rate by 53%. The overall goal completions since launch also increased by 120% over the same number of days prior to launch.
PPC conversions also increased for both goals:
In line with the above stats, we also saw a higher percentage of website traffic and engagement:
We performed a comprehensive strategy audit to guide our digital marketing strategy development. Using analytics results, we identified four key tactics that directly contribute to achieving the client’s goals:
On a 100-point scale, the client scored zero in domain authority, home page authority, backlinks and referring domains. Since search engines value a higher domain authority, we needed to double down on our organic SEO efforts to increase its search visibility and website performance.
These involved:
Google Analytics results revealed significantly low traffic and no conversions from email because of inconsistency in mailer sends. Missing UTM tags on mailers also removed the ability to measure mailer traffic and conversion on site.
To boost the client’s email marketing results, we focused on:
Since this company was rebranded, one of our biggest challenges was making the public aware of this rebranding. We combined organic and paid social media marketing to grow the client’s Facebook pages and send relevant traffic to the newly launched website before we started getting donors.
Once we’ve built brand awareness, our social media team launched retargeting ad campaigns on Facebook to improve its paid social performance. We learned that retargeting is an essential strategy since donors are welcome to come back on a regular basis.
Our social media strategies covered:
We found that the client’s current Google Ads account was not serving ads. In this case, keyword research and campaign setup were necessary to drive more traffic and leads to the client’s website and gain instant visibility.
KeyQik PPC strategy involved:
Results of the CRO audit revealed mobile view and the lack of calls to action (CTAs) on the website as the main issues behind low conversion rate. Based on heatmaps, we developed a strategy to place CTAs where the users would see them exactly when needed.
Mobile devices represent about 88% of traffic, so we emphasized optimizing that view by making changes to the navigation on page elements. Placement on mobile was key to converting prospects to customers.
Significant site changes included: