The impact for Technogym was immediate: it saw 163% growth in leads in the first three months at a 53% lower CPL. In addition, revenue grew 347% and bounce rate decreased 19% during the same period.
A 1.5% rise in conversion rate was boosted by implementing the winning landing pages from our experiments. For example, the conversion rate increased from 3% to 12% for MYRUN, Technogym’s most popular treadmill, using different versions of lead forms.
As of mid-2018, paid search represented 33% of all traffic driven to the Technogym site. These outstanding results stemmed from a strategy rewarding long term investment and a thoughtful, personalised adaption of a traditionally revenue-focused methodology for the client.
This unconventional campaign saw Technogym extend its brand image internationally, following its micro-conversions strategy. But importantly it also saw the company grow by more than 46% YoY in terms of sales – an incredible result. The success came from the combination of collaboration, tests, and an environment which encouraged creativity. But more importantly for Genie and Technogym, it has acted as a foundation for further growth in the future.
We were impressed with the quick turnaround of getting the three main key accounts restructured entirely and the level of support and attention given to us, which ultimately led to the improvement with new leads and sales uplift
Andrea Pizzola, E-Commerce, Web, Social Media Director