Case Study: Driving Franchise Leads – 32% Increase in Interest Forms
Overview
A national franchise brand wanted to increase interest from individuals looking to own and operate a local campground. Their existing campaigns were underperforming, and the brand sought a targeted approach to generate more qualified leads through interest form submissions.
Challenge
The client needed to generate a higher volume of qualified interest forms from individuals interested in owning a campground franchise. Existing remarketing efforts were outdated and not optimized for conversion, and visitor behavior was not being effectively leveraged.
What We Did (Practical Approach)
Our team took a strategic, data-driven approach focused on audience analysis and campaign optimization:
Analyzed Google Analytics Data:
- Identified high-traffic, high-intent pages.
- Mapped user flow to see where potential leads were dropping off.
Built Targeted Remarketing Audiences:
- Created remarketing segments based on visits to franchise-related pages.
- Excluded users who already completed the form to avoid redundancy.
Revamped the Remarketing Campaign:
- Designed new ad creatives with clearer CTAs.
- Adjusted bidding strategies for warmer audiences.
- Created split tests to find the most effective copy and visual layout.
Optimized the Landing Page:
- Reduced form length to minimize friction.
- Improved mobile responsiveness and load speed.
- Incorporated trust signals (testimonials, franchise success stats).
Tools & Technology Used
- Google Analytics – Behavioral insights & audience segmentation
- Google Ads – Remarketing campaign management
- Hotjar – User behavior tracking (heatmaps and scroll tracking)
- Unbounce – Landing page optimization & A/B testing
- Tag Manager – Conversion tracking
- Slack / Asana – Team coordination and milestone tracking
Timeline
| Phase | Activities | Duration |
|---|---|---|
| Discovery | Analytics review, audience identification | Week 1 |
| Strategy | Campaign planning, landing page audit | Week 2 |
| Execution | Campaign & landing page revamp | Week 3–4 |
| Optimization | A/B testing, adjustments | Week 5–6 |
| Reporting | Final analysis & documentation | Week 7 |
Total Duration: ~7 Weeks
Team Support
This project was a collaborative effort involving:
- Digital Strategist – Oversaw campaign strategy and analytics
- Paid Media Specialist – Executed Google Ads remarketing campaign
- UX Designer – Improved landing page structure and design
- Content Writer – Optimized form page copy and ad creatives
- Developer – Implemented tracking and technical optimizations
Challenges We Faced
- Low Initial Engagement: Existing traffic was not converting due to poor targeting and a cluttered form experience.
- Audience Noise: The general traffic mix included non-qualified users, requiring precise segmentation.
- Creative Fatigue: Previous ad creatives had been reused for too long and underperformed.
Results & Outcome
- ✅ 32% Increase in completed franchise interest forms
- ✅ 25% Decrease in bounce rate on the form page
- ✅ 18% Lower CPC due to better quality scores and audience targeting
- ✅ Higher quality leads based on follow-up form submissions