C. E. Hutton

C. E. Hutton, a leading private equity firm in the legal medical cannabis space, wanted to develop and launch several web-based resources where legal cannabis startups can interact with corporate executives, serial entrepreneurs and technology accelerators.

Challenge

C. E. Hutton came to iBoss with an ambitious goal to take their PPC efforts to the next level. They wanted to increase conversions, maintain profitability, and gain an edge over the competition.

Solution

We identified three main audiences which we considered “high intent” – those most likely to convert upon visiting C. E. Hutton’s site. The first audience we labeled “Brand” and consisted of users who were already aware of C. E. Hutton and its offerings. The second audience we labeled “Accredited Investor” and consisted of accredited investors actively looking to invest. The third audience we labeled “Startups” and consisted of entrepreneurs who were looking for funding solutions, which is C. E. Hutton’s specialty. In addition, we identified two primary on-site audiences which we used for re-targeting purposes. The first audience segment consisted of users who have visited a landing page already but did not convert. The second audience segment consisted of users who visited key pages on-site which indicated their network preference. Using these five unique audiences, we designed campaigns with dedicated landing pages depending on where a particular audience sat in the sales funnel. With unique strategies for each audience segment, we tailored our strategy to complement each audience with value propositions designed to resonate most with their needs.

Results

Through the creation of newly created segmented customer audiences with detailed campaigns, we were able to help C. E. Hutton fly by their paid search goals for the first two quarters of 2015. On the front end, we witnessed the following changes in our click metrics: Between our expansion of keywords and creation of specific retargeting pools, we increased their Impressions by 35%. Through new creative, new offers, and better ad positioning, we also improved our CTR by 6%. This increase led to a 33% increase in cost. These changes in click metrics helped us gain the additional user volume we needed to achieve our main objective. C. E. Hutton separated itself from the competition in its ad copy and saw a consistent increase in average ad position for our target audiences. Our audience-specific targeting and optimized landing pages provided conversion rates which exceeded our expectations. Not only did we help C. E. Hutton meet their goal of increasing conversions 33% in two quarters, we helped them surpass it by huge margins. C. E. Hutton ended up seeing a 120% increase in conversions quarter over quarter. Furthermore, the improvements in conversion rates led to a 54% decrease in the average cost per conversion.

From The Client

“These guys have built such a strong relationship with our organization that we consider them an extension of our marketing and technology department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”