TeleCafe launched a new TV ad to drive customers to their website and premium phone lines. The ad had a fresh, vibrant, contemporary feel to resonate with their target audience.
The TV ad drove new customers to the website however the conversion rate was not satisfactory - too many potential customers were dropping off the website before becoming paid members. At the time TeleCafe’s online marketing only involved pay-per-click.
TeleCafe’s online communication was not aligned with their above-the-line advertising. They were attracting new customers but driving them to the old website image. Also, as is so often the case, the old website was not optimised (SEO) to perform well with search engines.