Welhof, a specialist in refurbished and outlet products, wanted to improve its digital marketing strategy. Despite high website traffic, insight into visitor behaviour and conversion optimisation was lacking. In collaboration with DGTLBase and Ternair, an integrated, data-driven approach was developed to maximise the impact of digital advertising and marketing automation. This led to higher conversions, more transactions and significant revenue growth.
Challenge: Limited insight into conversion and customer behaviour
Welhof attracted a lot of traffic to its website, but lacked insight into visitor behaviour and conversion. In addition, there was no integrated marketing solution, which reduced the effectiveness of the traditional approach. The different phases of the customer journey (See, Think, Do, Care) were not optimally used, leading to missed opportunities in conversion and customer relations.
Goal: Data-driven marketing strategy for conversion optimisation
The collaboration between Welhof, DGTLBase and Ternair focused on maximising conversion through a data-driven approach. Key objectives were:
Convert online advertising traffic into valuable first-party data.
Gain deeper insights into target audiences and their behaviour.
Implement personalised marketing strategies, including custom audiences for social advertising and automated campaigns.
Step-by-step implementation of marketing automation and data technology.
Continuous testing and optimisation for maximum impact.
Solution: omnichannel marketing automation & targeted advertising
To achieve the set goals, an integrated approach was developed with the following pillars:
Personalised email campaigns: Relevant content based on customer data for increased engagement.
Performance-based online advertising: Smart targeting to drive traffic with a high conversion probability to the website.
Conversion-optimised landing pages: Designed for maximum conversion and a better user experience.
CDP integration and real-time data links: Seamless integration of data sources for up-to-date and relevant communication.
Marketing automation workflows: Active guidance for execution and optimisation of marketing activities.
