TaskEasy™ is an early-stage startup in the home maintenance industry. They developed a technologically savvy and commoditized response to an industry that still relies on an “old school” way of ordering and delivering home maintenance services (primarily lawn mowing). They redesigned their ordering process hoping to increase conversions but the company, filled with extremely smart and technically minded folks, was lacking a way to connect with potential customers.
- CUSTOMER SEGMENTATION
- USER EXPERIENCE (UX) DESIGN
- TARGETED CUSTOMER MESSAGING
- EMAIL MARKETING
SOLUTION FOR TASKEASY:
We evaluated the new website design and online conversion process and developed content geared towards an online audience who was familiar with the time/value calculation of money and unafraid to take a risk on an unheard of company.
STEP 1 – THE WEBSITE AND LANDING PAGES
The content we created was focused on creating a connection with potential customers, illustrating how TaskEasy solved common customer problems of contractor selection and reliability, focusing on the positive impact to the local economy through the use of local contractors and alleviating concerns about a “new company on the block” by emphasizing the 100% satisfaction guarantee and paying special attention to the way TaskEasy alleviates the time, quality, and effort problems most customers experience.
We had to overcome a special challenge in that any customer-facing copy would have to work twice as hard as it would normally and speak to two unique audiences: potential customers and potential contractors who were looking for a better way to run their landscaping businesses.
STEP 2 – THE ORDERING PROCESS
In the online ordering process we developed simplified instructions for ordering, helped set expectations about the length of the ordering process, timeline for service completion and simplified transactional emails.
- 7x Conversion Rate Increase - Online conversion rate increased from just under 1% to 6.52% for their lawn mowing service while experiencing a 60% increase in website traffic.
- 50% reduction in CPA in 60 days.
- 44.29% Unique Open Rate (average) and 6.81% Unique Click-Through Rate (average) for customer-oriented email campaigns.