Worldwide Express Shipping’s Top of Funnel Transformation
Sam worked closely with the Worldwide Express shipping team as they aimed to significantly increase their customer sign ups in 2020. At first, leads cost nearly $100 on average coming from relevant search terms related to LTL and FTL shipping. Sam worked with the team on establishing an experimentation roadmap, which aligned stakeholders around a timeline for testing a variety of potential improvements to the landing page, to keyword targeting, and to the ads themselves.
Over the next 6 months, the overall cost per lead would improve every consecutive month as more tests, learnings, and optimizations steadily improved the cost-effectiveness of Worldwide Express Shipping’s top-of-funnel. After an initial period of heavy testing, the experimentation and optimization cadence became more lean, and less frequent, allowing the program to become even more cost-effective, while still capturing the learnings and cost-savings from the early months of the engagement.