June 26 2019
TopSpot Internet Marketing is thrilled to announce that their Team was recognized with 2 awards at the 2019 Crystal Awards, which is hosted by the American Marketing Association’s Houston Chapter.
This year, 106 categories were represented with categories from branding and social media to website design and online marketing. Each entry was reviewed by the 22 selected judges who came from a variety of industries including online marketing, PR, higher education, agencies and non-profits. Scores were based on objectives, strategies tactics, message alignment and results, with the results accounting for twice as many points as the other areas.
With such steep competition throughout the Houston community, we were honored to be named finalists in 5 different categories and winners in 2 of those categories, Digital A/B Testing & Google Analytics.
Online Marketing: Google Analytics Category
Heritage Building Systems has been the leading metal building retailer of Cornerstone Building Brands (NYSE: CNR) and has been partnering with TopSpot for digital marketing since 2015. Using the Google Analytics data collected from 2015 – present day, the TopSpot Team created a multi-faceted digital marketing strategy to generate quality leads from highly customized paid search campaigns and search engine optimization strategies for Heritage Building Systems.
When looking at January 2018 – February 2019 compared to the previous period, Heritage Building Systems saw a 262.15% (2191 vs. 605) increase in organic driven form submissions and a 31.66% (1210 vs. 919) in phone calls from organic traffic. This was an overall organic lead increase of 123.16% (3401 vs. 1524).
Paid search driven form submissions increased by 272.14% (8697 vs. 2337) and phone calls from PPC traffic grew by 32.47% (3949 vs. 2981) resulting in an overall lead increase for the Paid Search Program of 137.80% (12646 vs. 5318).
Read our blog post explaining the data-driven strategies that our team implemented to achieve these results!
Online Marketing: Digital A/B Testing Category
When reviewing heatmapping data for client, PSI Urethanes, the team noticed that the “Request a Quote” call to action in the site’s main navigation was not getting many clicks. In fact, the main call to action that was driving users to a form was the site’s Contact Us link which was located in the footer. Seeing how the footer was not above the fold for all users), the business was potentially losing out on Contact Us Form submissions and therefore overall form submissions. Based on this data, the team recommended implementing an A/B test via Google Optimize to see if swapping the two would result in an overall increase in online forms.
The A/B Test ran from September 24th – October 15th. At the end of the test, the Main Navigation that included the Contact Us Call to Action showed an Improvement (the difference in conversion rate – measured as a percentage – between the variation and the baseline. a.k.a. “lift.”) of 12% to 3,460% and a 98% probability to be the best variation moving forward. During the 3 week test total Contact Us Form submissions increased by 350% (18 vs. 4) and overall form submissions for the website were up by 102.56% (79 vs. 39).
We were thrilled to have 5 submissions as finalists this year and ecstatic to see 2 of them win in their category. It is an honor to have our data-driven strategies recognized by the American Marketing Association and the Crystal Awards. I am grateful for the opportunity to showcase the results generated by our talented Team.Beth Shockley, TopSpot Director of Marketing
This isn’t the first time the Houston Chapter of the American Marketing Association has recognized TopSpot Internet Marketing:
- 2018: TopSpot received Crystal Awards in the Online Marketing: SEO Category, and the B2B Website & Most Improved Website Categories.
- 2017: TopSpot received a Crystal Award in the Google Analytics for Online Marketing Category for their data-driven strategies implemented for Great Western Leasing & Sales.
- 2016: TopSpot won their first Crystal Award in the Google Analytics for Online Marketing Category for their work with Nationwide Plastics.
These awards reflect our team’s commitment, hard work and focus on driving business growth for our clients. We are grateful to have been given the opportunity to work with each and every one of them.
About AMA Houston – The Houston Chapter of the American Marketing Association has been serving marketing professionals for more than 60 years, organized by the Houston Business Forum in 1949 and affiliated with the AMA effective July 1, 1954. The Houston Chapter is the area’s premier professional marketing organization and one of the nation’s largest chapters. AMA Houston provides marketers the ability to remain competitive in today’s business environment through networking events, special interest groups, and real-world educational programs. AMA Houston has won the national honor of Chapter of the Year seven times since 2004.