LoftZone
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LoftZone is a B2C ecommerce company that helps homeowners make the most of their loft space. Growth Division helped the team reduce their reliance on paid ads by testing and validating a new blend of digital and offline channels, including a highly successful TV campaign that drove a 4,075% YoY increase in website traffic.
4,075%
22.44%
2.4x
The Challenge
A high CPA left LoftZone with fine margins and made them vulnerable to competitor activity. The team knew they needed to go beyond their existing paid advertising channels (Facebook and Google) to achieve their growth goals and to grow their funnel sustainably.
THE GROWTH STRATEGY
The Growth Division team wanted to reduce Loftzone’s reliance on paid ads by building a long-term brand that defined the loft space optimisation.
We defined a growth strategy that blended high-confidence channels with more experimental viral and offline campaigns (including TV ads), all designed to drive traffic on the scale that LoftZone’s ambitious goals badly needed.
01
Defined a comprehensive growth strategy covering paid channel improvements, on-site conversion rate optimisation, and the introduction of new channels to test.
02
Ran structured A/B tests to improve ROAS for paid channels.
03
Launched a referral campaign, as well as two successful nationwide TV ad campaigns.
04
Grew organic and direct traffic with SEO improvements and strategic PR moves.
THE CHANNEL MIX
Before launching these channels, our very first mission was to optimise LoftZone’s website for conversions, ensuring we were completely ready to squeeze the most value out of any increase in traffic when it came. Meanwhile, we also worked on improving the ROAS of existing paid ad channels through structured A/B ad testing.
"They foster a positive partnership through a communicative and responsive approach."
"Growth Division’s efforts have increased website visits and conversions, meeting expectations. They foster a positive partnership through a communicative and responsive approach. Their professionalism complements their technical expertise." [Clutch Review Summary]
THE IMPACT
First, we successfully improved LoftZone’s on-site conversion rate by 22.44%. This put us in a great position for the launch of our two TV ad campaigns, which in turn were a huge driver of LoftZone’s 4,075% YoY site traffic increase.
Meanwhile, the team also ran A/B tests on paid channels, increasing ROAS from Facebook ads to 2.5x, reducing paid CPA below the target that we had set with the LoftZone team (and increasing Facebook ads conversions by 40%).
We left LoftZone’s marketing in a far more sustainable and defensible position, with a blend of validated paid and organic channels. We also created a big splash, successfully filling the top of their funnel with thousands of extra visitors and putting LoftZone on many more homeowners’ maps.
Our work left LoftZone more confident in their plans to launch additional loft products and services, with several new ones having been launched since we worked together.
4,075%
22.44%
2.4x
The team that made it happen
LoftZone came to Growth Division on a recommendation from one of our former clients. They needed a specialist team of experts able to roll up their sleeves and deliver impactful work, not just a strategy. They also needed the ability to be bolder, and to test outside of the classic marketing agency channel mix. Here’s the team that made it happen.
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