Mitsubishi Electric manufactures advanced climate control systems for year-round comfort and is America’s #1 selling brand of ductless cooling and heating systems. While they’re best-in-class at selling ductless products, they sought some outside expertise to generate new leads.
Deploying a variety of online ads and email campaign strategies, such as geo-targeting and A/B testing, we were able to maximize ad visibility.
Depending on the lead source and time of year, buyers were directed towards one of 15 landing pages. We developed five themed landing pages (three heating themes and two cooling themes), and we versioned each page three times with different calls-to-action. By creating multiple landing pages we were able to test functionality, compare conversion rates, and design page themes based on seasonality (such as “Living like an Eskimo” during winter months).
Once the prospective buyer took an action on the landing page—either downloading a brochure, watching a video, or requesting a consultation—they were funneled into a customized nurture journey, made up by automated emails that further educated the buyer on the product or set expectations for the impending consultation.