How a Screen Solutions Provider Augmented Their Website Experience & Increased Lead Acquisition Rate

Wizard Screens

The Company

Wizard Screens specializes in custom retractable screens for doors, windows, and outdoor spaces. Their solutions are designed for durability, functionality, and aesthetic, using high-quality materials. With over 20 years of experience, Wizard Screens offers motorized, pet-friendly, and security options, serving both homeowners and businesses across North America.

The Challenge

Wizard Screens sought marketing strategy and execution to stay competitive with other screen solution providers catering to the larger audience of end users rather than the smaller audience of installation contractors. However, their current website did appeal to communicate to the end-users; rather, it provided information for contractors to then relay to their clients. The value propositions, visuals, and content needed to be optimized to attract end users.

The Goal

Wizard Screens needed marketing strategy and execution to:

  • Increase the customer base in the local market
  • Target and acquire more higher-end customers
  • Better communicate product offerings and unique selling points to differentiate from competitors
  • Increase website conversion rate
  • Increase organic rankings for target keywords
  • Revamp the website to improve user experience and decrease bounce rate

The Results

They worked with the Able & Howe team and:

New users increased by 41%

Contact form submission conversions increased by 111%

Increased product page engagement rates by 25%

Our Key Responsibilities

What we did:

  • UI/UX audit and redesign 
    • Identified areas of improvement to provide a better user journey and increase conversion rate 
    • Created wireframes and mockups to streamline user experience and better communicate service offerings 
    • Strategically implemented various call-to-action buttons to encourage people to browse additional pages rather than to bounce immediately without browsing products or learning more
    • Augmented content and page flow to ensure information is scannable and digestible 
    • Simplified quote request for submission journey to eliminate lost leads
    • Updated main navigation to differentiate between B2C and B2B customers
  • Website content refresh 
    • Revised content in tandem with the user experience to better highlight key product offerings, unique value propositions, and brand positioning
    • Added more sales and informational content to educate customers about why Wizard Screens is better than other screen solutions on the market.
  • SEO strategy
    • Identified target keywords to increase keyword breadth and improve organic rankings

How it Happened

After our team learned more about Art of Skin Care’s business concerns, we initiated on several projects in order to prioritize and address areas where we can increase revenue output.

Evaluate

  • Google Ads Audit: Conducted a Google Ads audit to identify opportunities for boosting campaign performance and maximizing revenue generation within the allocated budget.
  • Exported and analyzed customer data to establish benchmarks for customer repeat order rates, churn rates, and other key metrics. Identified key factors that strengthen retention and enhance customer lifetime value.

Create

  • Shifted from a non-targeted overall Google Ads performance campaign to a brand-specific new customer acquisition strategy.
  • Transformed non-profitable Meta campaigns into revenue-generating investments.

Evolve

  • Converted Google Ads strategy from a non-targeted overall performance campaign to a brand-specific new customer acquisition strategy
  • Converted non-profitable Meta campaigns into revenue-generating investment

Activate

  • Successfully launched various new brands in the store, achieving a positive advertising ROAS of 4.0 or higher within two months.
  • Restructured and launched Google Ad campaigns that generated a ROAS of 7.0 or higher.

Enable

  • Achieved significant efficiencies, allowing the brand to spend 50% less on ads while generating the same revenue.
  • Redirected ad spend savings towards developing a more user-friendly website experience and enhancing the email marketing strategy.