Overview
Bytomic is the leading distributor and manufacturer of martial arts and combat sports products, with the largest selection of premium brands in the UK. They are the exclusive distributors for world famous industry brands such as Century, Top Ten, Fumetsu and No Stink
Having been established for 30+ years, they have the expertise to help resellers get the products they need, when they need them.
Things we identified:
The existing trade application form was serving those who were familiar with the brand but was missing some key messaging and surrounding elements which would help to convert first time qualified users visiting the brand.
Having both a d2c and b2b offering, there was also a cross-domain complexity which would make form tracking and campaign measurement difficult.
The value of trade customers is high for the client so establishing a pipeline of qualified leads would be essential. The sales team is busy with existing trade customers so handling large volumes of unqualified leads would be problematic.
Changes we made:
We started with search advertising to ensure that the leads would have the best chance of being qualified for the client’s sales team.
We structured the campaign around the highest value deal sizes to win some early return from the activity.
To ensure a strong conversion rate, so that activity could be scaled, we built a custom landing page. This gave us control of the messaging and surrounding layout elements which enabled us to address the user’s hesitations and questions, ultimately reducing bounces from the page.
This would give us a more agile foundation to build from as we then could make landing page changes quickly and easily to support campaign side performance, rather than requiring on-going development work.
The momentum we created:
We saw qualified leads come through in the first week.
Working on the landing page, tweaking based on user experience, allowed us to build conversion rate by +77.80%. This has meant that on the campaign side, we can expand the targeting to the lower value deal size offerings, without risking wastage in terms of spend and return.
The highly relevant landing page experience along with the strong conversion rate has meant that qualified lead cost-per-lead has dropped by -53.15%. This means that we can continue to expand and scale activity for the client.
Bytomic Distribution
"Wholesale is a huge part of our business so new accounts opening is something that we’re always looking to push.
We’ve dabbled in activity for this before but spend and return just hasn’t really justified it being on.
The [ProfitSpring] team approached this differently. It was “let’s build from the ground up so we know what’s working” when we start getting some momentum.
The performance is really strong and the leads are opening accounts, placing their first and repeat orders so we couldn’t be happier.
It was a nice touch to see the team’s care in asking about which of the leads had closed and the associated revenue, so that they knew the activity was viable."
