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B2C
Beyond Search: Converting Clicks to Clients
CHALLENGE
Caravel Autism Health helps families navigate the challenges of autism through evaluation, diagnosis and on-going treatment. As a place-based business (60+ centers across five states), Caravel identified several locations that were consistently challenged to attract and convert quality leads in line with performance goals. Media investments were falling short of desired results, and the measurement system needed upgrading. Caravel and Orchard agreed that targeted enhancements to the marketing system would make the company’s efforts to gauge business impact, learn, and optimize even more effective. As partners, we also identified opportunities to improve consistency in the marketing infrastructure in order to substantively improve search performance.
APPROACH
Orchard and Caravel partnered to implemented several key initiatives that transformed performance outcomes. In summary, we:
- Drove media measurement throughout the customer journey to discover which clicks become clients.
- Supported struggling locations with an always on and continuously updated playbook that directed adjustments to media mix and investment.
- Built continuous learning into the plan; optimized business listings and location pages to drive organic traffic.
WHY IT WORKED
Orchard helped Caravel shift to a more expansive and intentional view of media metrics that emphasized feeding and measuring sales drivers and predictors, i.e., qualified leads, CPQL, forecasted qualified leads and incremental clients. Caravel’s receptivity to engaging Orchard’s programming and flexibility approach, tailored to each location’s specific performance dynamic, also contributed to overall success.
Commercial Impact
54%
increase in
conversion rate
24%
increase in monthly leads at supported locations
20%
decrease in cost per new client
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