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Van Dam is the global leader in high quality dry offset cup printing machines with subsidiaries in the Netherlands, USA and China and agents in over 50 countries worldwide.
Van Dam asked ContentForces to improve the number of leads they generated via their website in a short period of time. Van Dam marketers want to stay in the driver's seat for updating and improving their website but had very limited experience with generating leads.
Together with Van Dam sales and marketing team successful sales cases were analysed with the E-result approach as a training on the job. As a result from the analysis a detailed description was made from the Attention-Interest-Desire-Action (AIDA) items that persuade their clients in the direct sales processes.
These successful AIDA items that persuade their clients have been transformed in a renewed website E-result concept (wire frame and AIDA copy frame). Finally, a design was added that supports the desired actions on the website. Van Dam has its own copywriters who learned to write based on the E-result approach.
The test was to compare the number of relevant leads that were generated with the new site compared to the old one. The result was an enormous boost in the number of relevant leads.
The learning’s from the Attention-Interest-Desire-Action items are documented. The next step is to increase relevant traffic that is defined based on the E-result approach.
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