Back in the ’70s, Jeff Taylor was writing copy for commercials at one of his father’s radio stations. He fondly recalls a conversation:
I wrote the first piece of my copy. The client read it, looked at me and said, “You’ll work at an advertising agency one day.” I was 12 years old.
Call it luck or natural skill, Jeff has been marketing and growing businesses since 1992 – long before “digital” was part of any agency vocabulary. now, he’s got our own agency. Taylor Made Marketing Helps home improvement businesses with lead generation through branding, web design, digital marketing, video production, and more.
But this is not your everyday marketing agency. Jeff regularly gets his customers’ conversion rates above 35%—10 times the home improvement industry standard, This resulted in monster campaign results for companies using his services – and Jeff’s well-deserved reputation as a handyman who can fix anyone’s marketing.
From analog to digital marketing in a decade
Jeff started out in television and radio advertising. As the Internet was going mainstream, he recalls a door-to-door salesman trying to “steal” him into buying a domain name in the early 1990s. Today, some of us buy domains like candy (Important)—but 30+ years ago, not so much. At the time, Jeff had never heard of domain names and sent the salesperson on his way.
Although Jeff didn’t buy a domain, he got an early start in digital marketing, dipping his toes into the world wide web at the turn of the century. Jeff decided to move fully into digital marketing during the financial collapse of 2008, when businesses were struggling to afford more traditional channels such as radio and television.
Without fail, Taylor Made Marketing jumped on the digital marketing bandwagon – and they’ve been driving quality leads for home improvement businesses ever since.
Why Traditional A/B Testing Is Great—Unless It’s Not
Like most marketing agencies, Taylor Made Marketing took a traditional approach to building and testing landing pages. They will create multiple pages for clients and A/B test them over several weeks or months to find the winning pages. When he discovered the best performing page, he changed one element and started over again and again until he found a significant improvement in conversion rates.
Sure, it got them results for their clients—but it was slow, tedious, and growth was minimal.
Things changed when Taylor Made Marketing discovered Unbounce, and specifically smart traffic, Jeff said “boo-bye” to the cumbersome and drawn-out A/B Testing and “Hey, how are you?” AI-optimized landing pages with sky-high conversion rates.
Before Smart Traffic, we used to build landing pages the old fashioned way and A/B test one page at a time. We got some growth that way, but once Smart Traffic was out there, we could test a whole bunch of landing pages at once.
Smart Traffic uses machine learning to detect traffic patterns and automatically direct visitors to the page where they are most likely to convert. Now, Tailor Made Marketing can test truckloads of variant pages at once and get fast results for their customers – in as little as 50 visits. He lightning Fast.
It gives us real-time results on what’s working. Seeing that real-time data across multiple landing pages made it very easy for us to switch to Smart Traffic.
In fact, He regularly gets 35% conversion rates—when the average conversion rate in the home improvement sector is between 3-5%, Jeff says that with results like that, it didn’t make any sense to switch all of his agency’s landing pages to Unbounce, which he did several years ago.
Deploy AI-powered traffic optimization
Thanks to Taylor Made Marketing’s decades of experience in digital marketing and his knowledge of Unbounce’s smart traffic, Jeff’s clients experience incredible ROI on ad spend. “On an ad spend of $10,000, we achieved a 30:1 ROI with Smart Traffic.” For example, if he’s working with a window installation company, he typically sees a 35% conversion rate (enquiry) with smart traffic—with an average close rate (final sale) of 50%. Wow.
Jeff knows you can have the most Amazing, great, high-converting landing pages—but if you can’t close a lead, it doesn’t mean anything. You have wasted your money.
| Let’s say Acme Home Windows asks Taylor Made Marketing to start a Lead generation campaign for Windows upgrade promotion, |
| For every 100 clicks on the ad, 35 visitors filled out the form To inquire about upgrading the windows in their home—35% conversion rate, |
| Now, it is up to the sales team to close these deals. if they 50% offThat means 17-18 customers make a purchase windows upgrade package. |
| suppose Each window package costs $10,000, it means that Acme Home Windows fetch $170,000-$180,000 On that hype alone. not too shabby. |
Selling some leads doesn’t require much effort—but usually, you need more than headlines and CTAs to book an appointment.
This is a universal lesson for every industry. If you use landing pages to drive someone to your online shop, and it’s a terrible experience, there’s nothing you can do to convert the customer.
Jeff emphasizes that every touchpoint in the sales and marketing funnel needs to be effective. He also notes that if a landing page is converting (like the one he creates for his clients), but the sales aren’t matching, then you know where your problem lies.
robots never say sick, robots never lie
Selling the idea of AI marketing tools to his clients is easy for Jeff. He uses smart traffic to generate leads our own The company—and knows first hand how effective AI can be. But using AI sometimes scares its customers because they don’t understand it.
[Customers] Don’t know what smart traffic is, so we just call it AI and assure our clients that our robots are superior to any human marketer on earth—and it’s true.
Jeff says that giving the robot human qualities helps it feel more approachable.
We have used personification where we give human characteristics to AI, like ‘it never gets sick, it never lies, it is always 100% accurate, it doesn’t make mistakes, it is like Einstein, Gates and Musk’ Smarter than combined.
(Time will tell that last one, huh?)
Once clients understand how smart traffic fits into Taylor Made Marketing’s team, they are more open to the idea of using robots to capture more leads. And with conversion rates like Jeff is pumping out for his customers, any home improvement business owner who doesn’t want to use AI is missing out.
How AI Optimization Can Speed Up Your Testing
Taylor Made Marketing has seen a tenfold improvement in their clients’ results. So, how can they help their clients achieve such impressive conversions?
Three Strategies Have Helped Taylor Made Marketing’s Home Improvement Clients Convert More Leads into Unbounced Customers Landing Page and smart traffic.
1. Test multiple pages at once
According to Jeff, one of the best things about Smart Traffic is the ability to test multiple pages at the same time. “We do a lot of testing. We’ll put out 12 pages and find the ones that convert the most. And then we take those pages and start improving them.” The key is testing a whole bunch of pages first, getting those early signals, and Then Going to test the finer details.
Once the winning page is found, Jeff’s team will adjust One thing—call to action or image—so they’re only testing one variable at a time. (This is what the kids call the OG A/B testing method.)
2. Build Pages for Specific Audiences
You can assume that when you find a winning landing page, it will come with all of your customers, But the reality is, people in Texas are different than people in Sydney or Vancouver (holla)—and it’s misleading to expect the same landing page to work for these different demographics.
I can take a title and hero image that is working beautifully in Atlanta, Georgia, and move it to Houston, Texas, and it won’t work at all. Or find one that works in Houston and take it to San Diego. And it worked twice as well in San Diego as it did in Houston, where it was already working. so geography [of your audience] Can definitely affect your results.
The same applies for other aspects of the landing page. Take humor for example. Jeff noticed that using humor in his landing pages helped improve conversion rates. Humor can offer a little escape from reality and ease tension, even if only for a moment. Humor used in the wrong context can offend people. Right now Jeff says, “Comedy’s working well, but if there’s a national tragedy, [the advertiser] Need to change gears.
Knowing your audience is essential. And creating landing pages that appeal to different people in different locations has increased conversions for customers with tailor-made marketing.
3. Don’t Hesitate to Test Something New
Videos can have a huge impact on conversions—especially when a product or service is being endorsed by a celebrity or influencer. Jeff tells his clients, “If you don’t have an established brand, rent from someone else.” By this they mean, find someone famous (like a celebrity, athlete, or even someone who is semi-famous in your hometown) and pay them to endorse you.
We recently tested three very popular landing pages in Nashville, Tennessee. We duplicated them and added videos of NFL players endorsing the product. We found almost twice the conversion rate on landing pages with video. So we were able to prove that videos of NFL players had a dramatically positive impact on conversions.
One thing Jeff reiterates is that because of smart traffic, they are able to quickly test landing pages without taking them apart one thing at a time. The AI quickly learns what type of page resonates with different people, then sends similar people to that page as well.
Get the best possible results from your campaigns
Jeff points out that things have come a long way since the days of marketing in traditional media—especially when it comes to tracking.
In the old days, people used to say, “How do I know if my television commercials are working?” I would say, “Did your sales increase?” And that’s all we can answer. If your sales increase, it’s working. If they didn’t, then it’s not working. But today we can track everything, and Unbounce makes it so easy for us.
A/B testing is cumbersome and results are slow because you can only test one thing at a time. But with AI, you can experiment with many different combinations at once—learn more Absolutely What’s working best for a particular audience.
If you’re a digital marketer trying to use a one-size-fits-all approach to help your customers or your company, it might be time to find out how. smart traffic can help you maximize results. And with results like a 35% conversion rate and a 300% increase in ROI, Jeff proved that the next big step in marketing is AI.