GRIDSERVE is a forward-thinking energy company focused on transforming sustainable transportation. Specialising in the development and management of clean energy infrastructure, they aim to revolutionise how power is generated and consumed. Their initiatives support global sustainability efforts, with a particular focus on deploying electric vehicle (EV) charging stations.
Campaign Highlights
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YOY increase
in orders
0
YOY increase
in leads
The Brief
The main focus of the GRIDSERVE campaign has been to push their leasing offering. Originally, this was a relatively new and untapped area of their business, so we worked on a multi-channel approach to improve the GRIDSERVE leasing brand, increase their visibility for leasing terms, and grow conversions of leads and orders in line with this. Our multi-channel strategy combines SEO, PPC, conversion rate optimisation (CRO), and paid social media management. The overarching goal was to enhance the leasing brand, drive more leads, and reduce dependency on paid media.
Before we developed our campaign strategy, GRIDSERVE’s leasing leads and orders performance, specifically from organic sources, exhibited minimal growth. Additionally, the proportion of leasing traffic in comparison to other sections of the website was limited and required improvement. They needed a well-rounded approach to grow both leads and orders.
The Approach
The strategy was clear from the off. While we resolved and improved fundamental SEO requirements of the website to help enhance performance, a paid media strategy including social channels would initially be implemented and be the main source of leasing leads. The paid campaign would also be supported by CRO activity to help improve website experience. We also conducted extensive audience research and tailored our approach to both B2C and B2B customers.
After our primary tactics for SEO and CRO started to take effect and the organic performance of the website grew, it then allowed us to capture more market share, improve organic traffic levels, and generate further leads and orders for leasing, whilst reducing the reliance on paid media channels.
Primary SEO implementations:
- Rewrote and optimised content for 181 make/model pages (136 cars, 45 vans)
- Created 18 pieces of informational content to support the GRIDSERVE leasing proposition
- Optimised content for 14 key landing pages, including EV charging, salary sacrifice, and fleet management
- Resolved car leasing website structure issues and improved derivatives indexation
- Enhanced website speed and core web vitals
CRO & UX Projects:
- Conducted in-depth customer interviews and user testing
- Performed tree testing to optimise navigation
- User testing on EV calculators to improve usability
- A/B testing on landing pages to boost enquiries and engagement
- Mobile device usability testing, identifying and fixing key UX issues
The Results
Since the launch of our campaign in May 2023, GRIDSERVE has seen significant improvements in key performance metrics:
- Organic traffic: We exceeded our targets by generating 71% of total users and 69% of new users, marking a significant YoY increase.
- Impressions: YoY branded leasing terms saw a 110% increase.
- Non-branded clicks: Leasing-related clicks almost quadrupled, growing by 280% YoY.
- Lead-to-sale conversion rate: Exceeded the 8% target, reaching 10.39%.
- Lead generation: Significantly improved leads, delivering 30% of the total leads through organic and paid tactics.
- Paid media: CPC reduced by 33%, driving profitability while enhancing conversions across all channels.
- Digital PR: 278 links built from creative campaigns on relevant publications.
Additionally, our CRO activities resulted in a 4% uplift in additional leads, demonstrating the effectiveness of our user-centric strategy. These improvements allowed GRIDSERVE to generate more leasing leads and orders while decreasing paid ad spend.
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