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Emma-Jane Shaw   |   23 Feb 2022   |   Case Study

How Wonderdal Increased Their Conversion Rate From 0.34 To 32% in 12 Months

Wonderdal, is a world-class interactive edutainment centre for children between the ages of 5 - 13 years old. The centre is situated on the historic wine farm, Hazendal, in the heart of the Cape Winelands.

Wonderdal was specifically and intentionally designed alongside “educational consultants, edutech developers and learning space designers”. It is fully CAPS aligned, meaning the experience includes learning that’s aligned to what is being taught in South African classrooms.

It is truly one of its kind. An immersive experience that’s full of fun and loads of learning.

What was the challenge?

Wonderdal officially opened its doors in June 2019 and they needed to find a way to create brand awareness, generate leads, and consolidate data and processes.

Specifically, Wonderdal wanted to:

  • Improve organic performance and search rankings.
  • Find and grow their audience of parents and teachers.
  • Effectively monitor campaign performance and consolidate customer data and reporting.

What was the solution?

To help Wonderdal achieve its goals, we developed an inbound marketing strategy that included top-of-the-funnel content campaigns and paid social media to improve the website’s overall conversion rate and (significantly) reduce their lead acquisition costs.

It looked like this:

  • We ran a buyer persona workshop to help us develop robust personas.
  • We completed a competitor analysis that helped us understand the full digital landscape Wonderdal finds itself in.
  • We were then able to dive into topic and sub-topic research which would be used to tailor content to each stage of the buyer persona’s journey.

This resulted in a 12-month content calendar that included bi-annual content campaigns to help increase lead generation earlier on in the buyer’s journey.

To improve lead conversion rates, together with Wonderdal, we created custom landing pages for each content campaign.

We also introduced Facebook and Instagram advertising to distribute the content campaigns and to help reduce overall lead acquisition costs.

To consolidate their data and disparate processes we implemented HubSpot as their central marketing and sales CRM. One tool to build, track, monitor and execute on all marketing and sales activity.

What were the results?

The content campaign converted visitors to leads at 32%. And it increased the website’s overall conversion rate to 5.5%.

And with the launch of paid social media ads to support the campaign, we achieved a cost per contact rate of just R4!

By following a regular blogging cadence as outlined in the content strategy, Wonderdal has seen a 171% increase in organic traffic to their website in 12 months.

What about their CRM implementation?

Integrating Wonderdal’s sales and marketing efforts into HubSpot helped the team automate so much of their marketing efforts. It’s helped give detailed insights into their customers and their engagement, enabling the team to reach out to sales-ready leads in a way that’s streamlined and effective.

Image source: HubSpot

We were also able to integrate their ticketing system, Pretix, with HubSpot. This required custom-built API integration.

We’re pausing here, for effect...

This was a huge achievement for Wonderdal👏. It’s meant that we’ve been able to close the loop on the entire customer journey and gather valuable customer data via HubSpot.

We’ve been able to grow our audience, and improve their engagement with Wonderdal thanks to the team at Uku Inbound. Our current content campaigns have perfromed well beyond the intial expectations thanks to “The Uku’s” detailed planning and execution on each campaign.

The Wonderdal team are a dream to work with. They are incredibly creative, collaborative, and are lots of fun. This coupled with clear goals, and direction we’ve been able to lay the groundwork for further growth.

If you would like to learn more about how inbound marketing and HubSpot can help drive growth for your business, then click 👉 here to get in touch, we’d love to see how we can help you.

Emma-Jane Shaw

"A little nonsense now and then, is cherished by the wisest men" - Roald Dahl