Panoramic Doors Achieves 47% YoY Growth in MQLs Through Strategic Marketing Overhaul

Company Overview

Panoramic Doors has been revolutionizing the experience of sliding glass doors since 2010. Their products offer a seamless transition between indoor and outdoor spaces, providing endless possibilities for door configurations. Unlike traditional accordion doors, Panoramic Doors feature a hinge-free system that allows you to open as many panels as you want at any given time.

These doors are a luxurious addition to any home, combining aesthetic appeal with practical functionality. They not only enhance home decor but also seamlessly merge indoor and outdoor spaces. The unique design of the door panels ensures a smooth, easy-to-glide operation, making the product both convenient and hassle-free.

Panoramic Doors' current customers are homeowners seeking to add convenience and luxury to their homes.

The company's long-term vision is to expand its reach as the innovator of outdoor sliding doors, addressing common issues like smaller doors, bulky openings, and wide tracks found in other products. Panoramic Doors aims to make their solutions accessible nationwide, ensuring that anyone who desires their product can enjoy its benefits.

Challenges

Spam Leads 

The influx of spam leads was diluting the quality of potential customers, making it difficult to identify genuine prospects. This also confused the machine learning algorithm by generating lots of unqualified leads that did not provide more revenue for the business. 

Getting Higher Quality Conversions

There was a need to improve the quality of conversions to ensure that the leads were more likely to convert into paying customers.

Increasing the Amount of MQLs

To meet sales growth goals, the number of Marketing Qualified Leads (MQLs) needed to increase significantly.

Data Issues with HubSpot CRM Launch

Prior to launching HubSpot CRM, lead data management was challenging, making it difficult to track and analyze leads effectively.

Platforms Leveraged

Google Ads

Microsoft Ads

Meta Ads (Facebook and Instagram)

Strategies

Introducing Performance Max Methodically

Implemented the Pmax (Performance Max) campaign methodically to ensure optimal performance and reach. With a focus on audiences in the midst of renovating or building new homes, with a particular interest in luxurious home products, home decor, and home improvement. By using historical data, we’re able to leverage Google’s algorithm to learn more about Panoramic Doors' true audience, allowing us to identify and capitalize on incremental opportunities. Utilizing the campaign allowed us to drive less expensive CPCs with a high enough conversion rate to yield an efficient CPA going as low as $60.

Using Honepot and reCAPTCHA to Avoid Spam Leads

Integrated honeypot and reCAPTCHA techniques into forms to filter out spam leads and improve lead quality. In addition to making the performance max campaign work, we needed to make sure that we were filtering out any source of spam that came to our site from our ads. This not only allowed spam not to flow though, but we were able to more effectively train the algorithm to shift its bidding towards quality leads.

Conversion Rate Optimization (CRO) and Form Messaging

Enhanced form messaging and applied CRO strategies to attract and secure high-quality leads. This involves testing and refining form messages and landing page designs to maximize conversion rates. Initially, the landing page provided a few choices to be filled. With our strategy of refining the form to be more specific, we were able to have the algorithm find the highest quality leads (ones who were serious about the form). The detail in the form made it clear for the algorithm to adjust to the higher quality audiences and helped the sales team close at a higher rate with the additional information the user provided.

Consistent Update of Customer Lists

Regularly updated customer lists to target relevant, high-quality audience sets, ensuring more effective and focused campaigns. Uploading regularly allowed the algorithm to be as much up to date as possible with the current clientele that our client had, and let the algorithm find ones similar to the most updated list.

Results

47% Increase in MQLs YOY

124% Increase in New Customer Acquisition

21% Decrease in Cost Per Acquisition

52% Increase in MQL Conversion Rate