The Zero Proof
dss+
Scaling Impact with GoSolr
GoSolr, South Africa's largest provider of residential solar subscription solutions, faced a dual challenge. The company aimed to significantly increase its digital media spend to drive a higher volume of leads. At the same time, it needed to reduce the target cost per acquisition in a fiercely competitive market. Balancing these objectives required a sophisticated, strategic approach.
The journey began with a comprehensive digital ecosystem audit, pinpointing areas ripe for improvement. Key to the strategy was establishing robust user journey tracking, allowing for a clear visualisation of the funnel to pinpoint inefficiencies. Understanding the customer pathway was crucial before making any further moves.
With the solid groundwork laid, the focus shifted to multivariate testing for both ads and landing pages to determine the most effective approaches for engaging potential customers. Insights from these tests informed a refined strategy where messaging and budget allocations were customised for different regions, ensuring optimal impact. This involved deploying a variety of ad channels and formats, each selected to best meet regional preferences and behaviours.
The implementation of a targeted, data-driven strategy facilitated a remarkable transformation in GoSolr’s marketing efficiency:
Media spend was successfully increased by 300%, amplifying market presence and reach. While scaling the budget, we were able to reduce the Cost Per Lead by 72%, which surpassed our goal of scaling spend while keeping within the target goalposts.
