Pro Hooper: +600% digital revenue

Pro Hooper connects basketball hopefuls with pro franchises with player needs, but despite their strong value proposition, they were struggling to sign players up to their overseas tours, which offered the greatest chance of a contract. By addressing their digital shortcomings comprehensively, we were able to to increase their online sign-ups by a staggering 600%, rendering a substantial improvement to their overall bottom line. More importantly, it helped even more aspiring players on the path to their first professional deal.

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Client

Pro Hooper

Services

Web, CRO, SEO, SEM

Objective

The primary goal of the campaign was to increase the conversion rate and drive more qualified traffic to prohooper.com through a combination of Conversion Rate Optimization (CRO) and Search Engine Marketing (SEM) strategies.

Challenges

High Cart Abandonment Rate: Despite strong website traffic, ProHooper.com faced a high cart abandonment rate, indicating potential friction points in the user experience.
Low Organic Search Visibility: The site struggled with low organic search rankings for high-intent keywords, limiting its reach to potential customers actively searching for basketball gear.
Unclear Market: The pro basketball pipeline has very limited direct audience targeting, and so finding the users online had been a challenge for Pro Hooper.

CRO Strategy

1. User Experience (UX) Audit

Issue Identification: A comprehensive UX audit revealed several friction points, including a complicated checkout process, lack of trust signals, and unclear service descriptions.
Solution: Simplified the sign-up process by reducing the number of steps and allowing for on-site call scheduling with mentors and coaches.

2. A/B Testing

Objective: To identify which design elements and calls-to-action (CTAs) resonated most with users.
Tests Conducted:
- CTA Buttons: Tested different colors, placements, and wording of CTA buttons.
- Homepage Layout: Tested different layouts to highlight best-selling products and promotions.
- Product Pages: Tested the impact of adding customer testimonials and video reviews on conversion rates.
Results: The most effective combination was a bold, prominently placed CTA with clear wording, and product pages featuring customer testimonials and videos, which led to a 15% increase in conversions.

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SEM Strategy

1. Keyword Research and Optimization:

Research: Conducted extensive keyword research to identify high-intent, low-competition keywords relevant to Pro Hooper's product offerings.
Optimization: Optimized existing squeeze pages and created new content targeting these keywords, including long-tail keywords specific to the niche.

2. Google Ads Campaign

Campaign Structure: Launched a multi-tiered Google Ads campaign, including Search and Display ads.
- Search Ads: Focused on high-intent keywords, targeting users actively searching for advice as to how to sign their first pro deal.
- Display Ads: Retargeted users who visited the site but did not complete a purchase, with personalized ads showcasing the products they viewed.
Bid Strategy: Implemented a smart bidding strategy using Target ROAS (Return on Ad Spend) to maximize profitability.

3. Remarketing

Remarketing Lists: Created segmented remarketing lists based on user behavior.
Ad Creative: Developed dynamic remarketing ads that featured the exact CTAs users interacted with during their visit.

Results

Conversion Increase: The overall conversions increased by 600% following the implementation of CRO strategies.
Improved ROAS: The Google Ads campaign achieved a 5.5:1 ROAS, exceeding the initial target significantly.
Organic Traffic Growth: The keyword optimization efforts led to an 800%+ increase in organic traffic within four months, with many high-intent keywords reaching the first page of Google search results.

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