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Case Study

HubSpot for Franchises

Growth Driven Design Marketing

case study-nl

Project Overview

 

Nutri-Lawn is an established franchise in the specialized business of lawn care. Celebrating over 25 years in franchising, Nutri-Lawn has more than 30 locations in Canada and the U.S.

Meticulosity was hired on to create ease of use for a very complex website servicing all franchise locations. Once this project was completed, Meticulosity continued to apply a Growth Driven  Design strategy to Nutri-Lawn's website.

One Simple Test Added Over 200 Customers To Nutri-Lawn's Bottom Line

Progression of Nutri-Lawn GDD

Growth-Driven Design Process

Growth-Driven Design (GDD) is a data-driven approach to website design and optimization that helps businesses attract and retain more customers. GDD focuses on continually improve a website based on real user behavior and preferences. Nutri-Lawn was brought through the process of analyzing the site and testing out multiple offers on different franchises and the results speak for themselves. Over 200 customers were added from one simple test done on the Nutri-Lawn website.



Website Analysis

The first part of a GDD retainer starts out with a web analysis. This is a thorough process provided by the analytics team where they will go through and analyze the top performing pages, look at use activity through recordings and heatmaps. From this in-depth analysis the analyst will work with the marketing at make recommendations for tests to be done on the site.


Hypotheses & Test Deployment

We employed the use of a "Fall Pre-Pay & Save" pop-up to drive sales. The success rate of this tested sales element was exponential with results exceeding franchise records.

Results

Over the course of 4 months, Nutri-Lawn's spring campaign landing page received 1,667 views, with a total of 417 submissions and a submission rate of 25%. 

Out of the form submissions that Nutri-Lawn receives, approximately 50% of them convert into customers. This means that this simple GDD campaign brought in around 208 new customers to Nutri-Lawn. 

Landing Page Tests

During this campaign, we also tested two different variations of the landing page to see which version would receive more engagement. 

landing-page

A Test

b-test

B Test

CTAs and Landing Pages

  

Our skilled team created effective CTAs and landing pages that had a significant impact on this client's online marketing campaign. We studied the buyer persona and activities and are constantly improving the CTA link and landing pages that takes visitors to a page where they can complete the desired action, such as joining an email list or making a purchase. 

Site Health Audit

 

We understand the importance of maintaining website health because it correlates to more website visitors and traffic. As a result of our efforts, careful analysis, and monitoring, we were able to resolve 116 errors and 201 warnings, raising the site's health from 71 to 86.

 

Nutri-Lawn Site Health Audit

 

 

Hear From The Client

Ryan Vincent

“Nutri-Lawn has seen an exponential increase in additional service orders franchise-wide and continues to offer an elevated customer experience.”

"Meticulosity was brought on to improve the design and UX/UI for our complex HubSpot website. With our 30+ locations across North America, Meticulosity empowered us to meet the needs of our stakeholders across all our franchises. We now have dynamic and engaging websites that meet the needs of our corporate team as well as all of our locations.

Since the initial website re-design, Meticulosity continues to provide Growth-Driven Design to employ data-driven strategy and continual improvements. Nutri-Lawn has seen an exponential increase in additional service orders franchise-wide and continues to offer an elevated customer experience."

Ryan Vincent

- CEO & Owner

Nutri-Lawn Logo