Major Tom

The Challenge

The Swiss Water Decaffeinated Coffee company has created an innovative decaf coffee process. Their chemical-free method uses only pure water to extract caffeine from quality, ethically-sourced coffee beans, leaving a flavor-forward brew loved by fans. As a result, demand for their product ranges from coffee shops and grocery stores to individual enthusiasts.

They came to Major Tom in need of a platform that effectively migrated their existing SEO, improved time on site, communicated their brand persona, and redesigned their UX.

The Solution

To deliver a site that is as tasteful as Swiss Water’s decaffeinated coffee, we needed to draw on our multidisciplinary team. Our process involved thoroughly understanding Swiss Water; we conducted extensive workshops, stakeholder interviews, research, and facility visits. We also executed a photoshoot at the Swiss Water production facility, using this content as the center of their new digital presence.

Our team of designers, developers, UX experts, and SEO specialists created an intuitive and visually compelling site that immerses users in Swiss Water’s brand. The site is committed to a user-centric design which reflects Swiss Water’s commitment to providing customers with an unparalleled experience, regardless of where they are in the buying process. We created a custom Google Analytics configuration to track specific metrics, ensuring the site delivered as intended. 

The Results

Increase in total page impressions: 120%

Drop in bounce rate: 45%

New store locator tool use: 130,000+

The Challenge

Loeffler Randall is a shoe and accessory line sold internationally. Despite large-scale success, they embody the values of a small, family-owned business. They are a deeply personal brand with a passion for building genuine connections with their customers. 

They came to Major Tom with the challenge of increasing their reach while reducing ROAS through paid media opportunities. As they expanded their online presence, Loeffler Randall wanted to ensure their relationship with their audience, both new and old, maintained its authenticity.

The Solution

Before we could determine how to improve Loeffler Randall’s eCommerce, we needed to understand why. We began with a comprehensive discovery process of their brand. After analyzing each platform individually, we built a picture of the behaviors, interests, and habits that drive current and potential buyers. Through this process, we gained insight into the relationships that Loeffler Randall has with their loyal customer base. With this knowledge, we were able to build on those relationships instead of alienating them as we reached new audiences.

By studying aspects of their digital marketing activities outside of paid media, we were able to understand the full spectrum. This made it possible to craft a solution that complemented what they had in place.

This holistic approach was designed to build out an efficient and effective campaign, amplifying the brand’s existing digital marketing activity. Further tactics included:

• Using beta programs that hadn’t yet hit the market by leveraging Major Tom’s status as a Google Premier Partner.
• Optimizing Loeffler Randall’s website and Google Merchant Center. 
• Creating new ad formats and boosting Loeffler Randall’s presence by increasing reach on their social assets

The Results

Conversion rate increase: 152%

Cost per conversion reduced by: 37.7%

Transactions increased by: 20%

Google Shopping ROAS increase: 71.9%

Overall ROAS increase: 40%

The Challenge

Zolo is Canada’s largest digital real estate brokerage. Here, you can search for property listings in real time while accessing data, real estate knowledge, and agents. Their platform is intended to create a seamless, stress-free real estate experience. Zolo is used by millions of buyers, sellers and renters to find and research property, statistics, and advice. 

Zolo was experiencing difficulty growing through non-paid channels and was restricted by Google’s limitations. It was taking far too long to index the thousands of new real estate listings uploaded to the site each day.

They approached Major Tom with the goal of doubling their year-over-year growth, while at the same time reducing their CPA (Cost Per Acquisition) and diversifying their channels of acquisition.

The Solution

By developing an automated process to fully leverage Google’s machine learning in Google Ads, we were able to craft a new process for creating ads at scale. We augmented our manual keyword targeting with the machine learning enabled Dynamic Search Ads (DSA) format. We did this by programming a system in which over 70,000 active listing URLs in the client’s target regions are automatically updated and uploaded every 15 minutes. 

A manually crafted search campaign would not have been able to target specific search terms  and drive users to effective landing pages. But, Zolo’s Dynamic Search Ads campaign could. We executed machine learning-enabled optimizations, such as employing target CPA bidding, across more than 1,000 ad groups and nearly 100,000 keywords. This targeted a wide breadth of long tail search terms far more accurately than a manual campaign. 

The delayed listings challenge was overcome with a combination of scripts. We used automated internal scripts (AdWords Scripts), external scripts (PHP), and Google Sheets, turning them into new listings from Zolo’s database and into paid search ads in under an hour. Now, users driving around neighborhoods while looking for listings online will land on Zolo first. 

The Results

Signups a month: 10,000+

CPA below initial goal by: 60%

Trending towards YOY growth of: 2.6x

Conversion increase: 35%

The Challenge

Hollyburn Properties Limited is a Canadian property management, real estate investment and purpose-built rental development company. Hollyburn manages and operates commercial properties and rental apartment communities nationwide, with nearly 6,000 suites in Vancouver, Calgary, Toronto, and Ottawa.

Knowing that searching for a rental property can be stressful, Hollyburn wanted to rebuild their website to make it as user-friendly as possible. With this in mind, Major Tom was tasked with creating an intuitive, fundamentally useful property management website. 

The Solution

Making a website intrinsically user-friendly meant shaping the platform in response to actual user behavior. With a strategy-first approach, we began by conducting an in-depth analysis of the organization and performing extensive research with web users. 

We discovered two notable things: there was a desire for improved UX and users were shifting through high volumes of data while on the move. High-performing mapping and search functions, particularly on mobile, was key. 

Our team meticulously redesigned the Hollyburn website, making it user-centric and task-focused. Every aspect of the search is geared towards allowing users to browse available units with ease. We created a consistent experience through a modular card system while improving speed and ease of use via a  single page application. The adaptive site is now task-orientated on mobile and functions like a native app.

The Results

Increase in organic traffic: 78%

Reduction in bounce rate: 25%

Conversions: 1500+

Website awards won: 4

The Challenge

COBS Bread is part of Bakers Delight, an Australian bakery franchise established in 1980. Since expanding from a multi-generational family business, there are now 700 bakeries worldwide.
 

COBS Bread was looking for a strategic partner to help continue its growth and momentum, and began working with our agency in August 2017. One particular challenge was that they have two very distinct audience groups that they need to target through their online activity in order to achieve their goals.

Firstly, they want to communicate with their customers, keeping them up-to-date with the latest offers and information in order to encourage them to visit one of their locations. Secondly, they want to engage with potential franchisees to help grow the COBS network across the continent.
 

The Solution

Major Tom looked to evolve their ineffective digital presence by overhauling their digital campaigns and redesigning their digital platform so that each target audience was provided with an exceptional digital experience tailored specifically for them.

On the franchisee recruitment side of things, COBS’ original digital marketing account structure for paid campaigns was inefficient due to broad targeting, keywords overlapping, ad extensions not used to their full potential, and budgets stretched thin across multiple geographies. We implemented a full overhaul, pinpointing key geographic areas, top converting search queries, refreshing creative, and utilizing the client’s first-party data to create custom audiences and lookalike targeting from email lists. Landing pages were also created for A/B testing and conversion rate optimization.

On the consumer side, we implemented an integrated digital marketing strategy, using display, video, social, and paid search campaigns to increase awareness of new products, and encourage product offer downloads, to ultimately drive users in-store. We also ran in-depth keyword research to determine top targeted terms for SEO efforts and site content, and executed a website migration strategy to ensure site authority was being maintained.

From a web design perspective, the challenge we faced surrounded providing a tailored experience to both end consumers and potential franchisees from the same platform. With a tremendous difference between the two audiences in terms of priorities and web browsing behavior, the new site takes an adaptive approach — a seamless mobile-first experience for consumer areas (Products & Meal Ideas) and desktop-first for the franchising area.

Through the use of granular data analysis, sophisticated targeting techniques, and user experience, we were able to create a stunning web presence that delivered on COBS Bread’s business goals.
 

The Results

With coordinated initiatives across Google, Facebook, Instagram, YouTube, Gmail Sponsored Ads, and Programmatic Media, Major Tom was able to reach the brand’s target audiences (both B2B and B2C) and deliver the right message to the right audience at the right time. We had the unique opportunity to both increase new franchisees for COBS as well as new end consumers.

The results of our engagement have been overwhelmingly positive. Even as the website was being constructed, the optimizations performed across COBS’ marketing channels delivered immediate returns.

Shortly after the website launched, we saw a 56% traffic increase YOY and a 54% increase in new users. The website’s ‘Find Nearest Bakery’ feature has also seen its conversion increase YOY by 70.4%. Additionally, franchise leads went up YOY by 42%. What has this lead to financially? COBS Bread not only increased their FY2018 sales by 11% but their cost-per-lead improved by 33%.