Birkdale CRO Test Case Study
The UK’s number one fencing equipment manufacturer, who distributes and sells to multiple customer personas – including chain stores, local stockists, tradesmen, contractors and DIY enthusiasts.
Who?
One of the leading manufacturers of fencing supplies.
Why?
Birkdale is the manufacturer of a revolutionary steel fence post system named Durapost. To help with their overall marketing strategy, they wanted to appeal directly to the end user and therefore were driving traffic for people looking for fencing and fencing posts. Even those who are not necessarily looking for metal fencing posts.
What?
Through our analysis we identified that users associated metal fence posts with much higher expense than concrete fencing posts. Birkdale had created an excellent graphic comparing costs of building a fence with Durapost Vs typical concrete fence posts.
We wanted to make this one of the first things a user saw when landing, therefore re-anchoring the price of Durapost in the user’s mind.
Winning
23%
increase in brochure downloads.
14%
increase in phone orders.
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