EasyLife is a professional house cleaning company which now serves more than 5,000 families throughout Belgium. Starting with one small office in the city of Antwerp, EasyLife has rapidly expanded from its beginnings in 2009 and now operates from 12 locations throughout Belgium. EasyLife has a network of 700 proven professionals who are regularly employed by the company on behalf of clients.
EasyLife came to us with a goal that was simple in outline, but one that needed some blue-sky thinking to meet. EasyLife wanted to know from us how they could generate more leads at the same cost per lead or, preferably, at a lower cost per lead. We set to work.
Our Translation of the Goal
At BossData we like to take the road less well-trodden, so the obvious way was never going to be our final answer to what EasyLife needed to further their expansion.
So, we already knew that there was an easy route to take in cases like this one. We could simply have suggested to EasyLife that they go a lot further in their online advertising – Google AdWords for instance would have done some of the work – but we also quickly realised that we could do a lot better for them than that.
And that was because analysis showed that EasyLife’s existing website, though easy to use, was converting visitors to leads at a certain level, a level that wasn’t, by our standards, particularly high. What’s more, we knew why the conversion rate was so relatively low: put bluntly, their website was simply outdated.
It was time to do what we at BossData always do best: think out of the box. We had to come up with something totally different that would lead to more leads for less cost, and it had to be better than the easy route of more online advertising. It’s our mission always to push boundaries, to push our clients out of their comfort zones.
Metrics we measure
- Conversions: we measured the amount of people that filled in the form on the landing page.
- Quality of conversions: not only number of conversions count. We keep a close eye on the quality of the traffic.
- Offline data: an online conversion is not a paying customer. We track until a paying customer.