HABEAS - A Matter of Leads

Download The Case Study Now

OVERVIEW
Unsolicited email is a real user threat that continues to rise, and with it, costs continue to mount for ISPs that attempt to subdue the problem. However, as a result of the increased focus on online security, critical business and personal emails are being lost and deleted because they are mistaken for spam. Habeas focuses on identifying legitimate email while certifying legitimate email senders so that mission critical emails can be reliably sent and received - reducing costs for business and ISPs while increasing users’ satisfaction. Habeas is the solution of choice for industry-leading businesses like Geico, Webex, E-Loan, and Harris Interactive.

THE CHALLENGE
In 2005, even though Habeas had been running an e-mail marketing program, it wasn’t generating a sufficient amount of leads for business expansion. The search strategy was seriously lacking – Habeas was not placing high enough organically to create eligible clicks and its sponsored search campaigns were disjointed and all led to a single landing page, mugging any potential for qualified results.

Overall, the cost per conversion (CPC) was unsustainable – eating into profit margins at the behest of the best of intentions to do otherwise. Habeas needed to reduce its CPC while utilizing existing budgets to maximize return on investment (ROI) and return on advertising spend (ROAS). Habeas needed “more bang for its buck.”

ENQUIRO’S SOLUTION
After aligning Habeas’ online challenges with its business objectives and goals, in an effort to ensure that there were no redundancies or inefficiencies in future successes, the Enquiro team focused its efforts on:

• Identifying and understanding the psychographics and demographics of Habeas’ target audience.
• Outlining Habeas’ online best business practices.
• Analyzing conversion costs in comparison to break-even rates and sustainable profit margins.

At Enquiro, completely understanding as many elements of the business model and customer interface as possible is the surest precursor to creating effective and unique online solutions.

After refining Habeas’ keywords to maximize search potential, the Enquiro team focused on the creation of unique content and landing pages to reinforce searcher intent and information scent (based on independent research of key target customers and potential industries for expansion) – in order to:

• increase the number of qualified leads,
• decrease abandonment rates,
• increase the number of visitors,
• and, extend the time spent per unique visit.

VALUE ADDED BENEFITS
By understanding core target markets, their shared behaviors and needs, the Enquiro team was able to refocus efforts and identify solutions to the root online challenge for Habeas – increasing awareness, acceptance, and retention. Through content and site development, tailoring user interaction, and substantially improving navigation en route to a more user-defined orientation towards conversion, the Enquiro team was able to make Habeas.com more search engine friendly, increase its page rankings, and drive up all of its online KPIs. More importantly, the Enquiro team was able to net more qualified leads, leading to an increase in offline and online sales while dramatically driving down the cost per conversion and increasing customer satisfaction – tearing down walls and paving the road for the expansion into newer and larger markets.

NEXT STEPS
The relationship between Enquiro and Habeas continues to grow and develop – organic rankings continue to improve as new content is brought online and indexed by the search engines and new marketing initiatives are aligned with sponsored management to create and sustain a fully integrated marketing campaign, both online and traditional media- to further new business goals and objectives.

Download The Case Study Now

Back to Case Studies