Branding Canada Works!
Posted By Ezra Silverton in Internet Marketing on 2007-06-11
A client of ours applied search engine marketing to promote online courses across North America, noticed lower Canadian conversion rates compared to the American numbers.
We suggested splitting up the campaign, and the landing page by country, and adding some Canadian identity factors - including a Canadian flag, changing the State/Prov. field to only Province, removing all the US states in the drop-down menu, and lastly removing the Country field option for testing purposes. Although we wanted to test each item on its own merit, as good marketing practices suggest, the client opted for incorporating all the changes at the same time.
An hour of web development resulted in an amazing 400% increase in conversion. Looks like Canadians are more inclined to provide personal information when they know it’s being provided to a Canadian company.
