Bay Area News Group’s portfolio is comprised of regional news and advertising products, as well as other well-positioned and growing digital businesses. Our offerings include transformative and advanced digital technologies to complement our award-winning editorial coverage.
Until recently, those offerings included a comprehensive suite of digital solutions to position a company prominently in search engines (Google and BING), social media (Facebook, IG, and Snap), display ad networks, connected TV, local publications, and e-mail inboxes. We also employ highly skilled client service managers partnered with algorithms to drive the most conversions at the lowest effective cost for each client.
Although we already possess extensive digital experience to recommend the perfect custom mix of services for our client’s needs, the recent launch of Convertly, our new SaaS (Software as a Service) platform, has helped to further differentiate our value proposition in the marketplace.
Convertly’s story is unique. The platform was first conceptualised because we realised how limited we were in controlling the customer journey after an individual is exposed to a marketing campaign and in optimising the entire campaign, including a client’s Web site.
Our clients are each different in terms of their business vertical, knowledge of digital marketing, and proficiency with maintaining the digital health of the Web site. Two key issues that we ran into frequently included:
- Not being able to claim attribution from the campaigns, either because tracking was set up incorrectly or was not there at all.
- The Web site was not secure, too slow, or non-responsive for mobile, which all resulted in customers leaving the site and campaigns failing.
We decided to create a platform to address these issues and set our clients and sales teams up for success. We paired our existing digital marketing solutions with high-converting Web design that is fast, efficient, responsive, and secure.
Since Convertly launched, our customers report higher return on ad spend due to improved performance. One Convertly client reported a 157% increase in conversions over 60 days with cost per clicks dropping significantly: latest 60 days at US$18.16 versus previous 60 days at US$47.67.
According to current research, about 60% of Web site traffic is from mobile devices, yet optimising design for mobile is often an afterthought. Convertly’s main value proposition is that each element of the Web site is built by leveraging conversion-centric design.
Whether it’s a button, form, image, video, or static text, we evaluate each element to determine what the conversion goals should be on each page and how to build that page for maximum results.
Convertly’s managed service team takes care of Web site edits, enhancements, or additions for the client. Or the platform allows clients to make their own edits via a simple drag and drop interface.
“We realised over time that more customers are coming to visit our Web site on their mobile devices, and we needed to optimise it to avoid the pinch and zoom,” said Beto Chavez, a Convertly customer and owner of Chavez Supermarkets chain in the Bay Area, who wanted to improve the usability of the family-owned company’s Web site.
Convertly worked with Chavez to understand his business goals and map out his digital marketing objectives, then we closely tracked key conversion points. We built the final site to track within Google Analytics for an easy 24/7 look at campaign performance to see the difference in traffic, which resulted in more customers in the physical store and higher revenue.
When Convertly took over the landing pages and digital marketing campaign management for SF Bay Coffee Company, the results included an upgraded user experience and increased exposure, conversions, and return on ad spend across all channels.
“We understand our consumers a little bit better and know which cities they’re coming in from and how we can better serve [them],” said Laura Rogers, SF Bay Coffee Company sales and marketing manager.
Internally, Bay Area News Group is enjoying higher retention, 27%, among clients that utilise the marketing service and the Convertly platform — and those clients spend six times more annually.