Zephyr Case Study

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ZEPHYR CASE STUDY

THE GOAL

Increase market share, Increase user base.

THE STRAIGHT LINE THINKING

Product – Provider of an industry leading SaaS Based Test Management Suite

Strategy – Landing page creation, data analysis and SEM optimization

THE RESULTS

More sign ups, increased market share

Zephyr is a software company based out of the Bay Area that offers an innovative, easy to use, and comprehensive enterprise test management solution.  Their real-time solutions transform how development and QA teams of all sizes work and collaborate to release higher quality software on time.  Despite being smaller than HP Quality Center, Zephyr is widely recognized for their groundbreaking products and leadership in the space, with adoption across over 100 countries, more than 6000 customers, and use in over 15 million test cases.
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THE CHALLENGE

When we were first brought onboard to help Zephyr synthesize and hash out a cohesive and comprehensive digital marketing strategy, things were quite disjointed and balkanized.  There were multiple marketing initiatives strewn about, but no unifying message, no consideration of the parts as part of a grander strategy.  

This was understandable, as Zephyr was, and still remains, a very fast growing company in a hot sector, where everything feels like a sprint and departments like marketing are in constant catchup mode. Furthermore, Zephyr’s creative assets across different platforms and mediums showed different styles and varied quite a bit in their messaging.

1.

Zephyr had a huge problem bringing in qualified leads at an acceptable ROI.

2.

CPA hovering in the $300 range


We needed to get this number down quickly and dramatically to justify any more digital spend at all,
as leadership was beginning to worry about how that type of cost would map up against lifetime value.  

Solution

One of the first orders of business when we took on Zephyr was to have a sort of blueprint strategic conversation around how all of our digital marketing initiatives would be organized.  We needed to all be aligned on a common vision of what we had in mind, what the various touch points would be, the flow of the funnel for the main personas we were trying…read more
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One of the first things we noticed was that we were turning away potential leads with a landing page that failed to inspire, and a form that was too onerously long and cumbersome.

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 Our creative team helped Zephyr redesign the landing page and put together a new, much simpler and streamlined lead form.  The new landing page was so game changing that proper A/B testing was not needed, the results were immediate and drastic.  

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 CPA dropped dramatically.  We then drew from the creative styling of this landing page and rolled out the aesthetic across all of our other touch points, including AdRoll, Google Display Network, and other web properties that belonged to Zephyr.

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This modern facelift of sorts began to pay dividends in the form of higher engagement and better CTR.  It also had the benefit of presenting a united front to the customer, which is especially important for branding and remarketing purposes.  

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RESULTS

While Zephyr initially brought us onboard to reconfigure their campaigns, eliminate waste, find optimization opportunities etc, the relationship eventually blossomed to an ever-expanding scope of work as we continued to prove ourselves through a steady and pronounced improvement in their results.

Our usual cleanup, reconfiguration, optimization, and enhancement techniques were already beginning to show robust gains in terms of average CPC, CTR, conversion rate, and CPA, but it wasn’t until we suggested much deeper changes to the funnel, including a complete revamp of their landing page and a simplification of the lead form, that CPA basically went from about $300 to $50 in an almost straight line.

In addition, with the help of increased remarketing efforts on both the GDN and AdRoll fronts, as well as a redesign of all creative assets under the more creative direction exhibited by the landing page, things really began to hum along, with at least a doubling of lead volume under the new, $50 CPA paradigm.  It should also be noted that prior to HawkSEM, CTR was sub 1%, but is now at a much healthier 2.5%.  

100%

At least a 100% increase
in lead volume

$-250

Cut CPA down to $50 from an
unsustainable starting point of $300

2.5%

CTR went from sub 1%
to over 2.5%

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CONTACT HAWKSEM

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