Protect Your Manhood

A Funnel Full of Conversion Strategy

Case Studies — eCommerce

Protect Your Manhood was born from the idea that men need a reliable resource for health knowledge and products to help them take control of their wellness. The founder knew firsthand how difficult finding information and solutions to his own problems were, and decided to remedy this lack of information with his new business.  He also knew that all the information in the world didn’t matter if he couldn’t get them to try his product and for this he would need a top conversion strategy.

Challenge

Become a trusted source for information and convert visits to leads and sales.

The ultimate goal behind Protect Your Manhood is to offer valuable solutions to improve men’s overall health. The site needed to preserve its intention and integrity to avoid losing visitors and potential customers. 

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Strategy

Design a platform for an inbound marketing strategy with multiple conversion funnels.

For PYM one of the most critical challenges of the site was to instill trust in the brand as an authentic and dependable source of health information.  To achieve this, we implemented a content strategy that focused on the company’s personal story, the “why”. Vistors are drawn into the site immediately by the homepage video, introducing the founder and his journey. By telling his own personal story, he positions the company as a peer and immediately establishes a sense of trust.

The other component to the site’s functionality is to sell products. We developed an OpenCart ecommerce site to sell PYM products that would integrate with the branding and conversion strategy of the main site.

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Results

• The site provides a cohesive, branded presence that captures customers/conversions at every level of interest—whether they’re interested in research, evaluation or making a purchase.
• The final site has a strong conversion strategy that is conversion rate optimized ( CRO ) that drives visitors to download an ebook, fill out a contact form, sign up for the newsletter or purchase a product. The site is focused on education and quality information, not sales.
• The lead nurturing strategy is targeted towards both men and women–the founder knew that women are often instrumental in making sure their partners maintain their health.
• The robust OpenCart ecommerce solution boasts a CMS that allows the user to update the products and information.

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Project Details

In order to establish PYM as a thought leader and trusted source for information, the new site includes a number of valuable content types. From videos to ebooks to blog posts, PYM is able to integrate valuable content that can easily be shared, ultimately driving more people back to the site.

For PYM one of the most critical challenges of the site was to instill trust in the brand as an authentic and dependable source of health information.  To achieve this, we implemented a content strategy that focused on the company’s personal story, the “why”. Vistors are drawn into the site immediately by the homepage video, introducing the founder and his journey. By telling his own personal story, he positions the company as a peer and immediately establishes a sense of trust.

To maximize each visit, the conversion strategy incorporates a lead generation strategy with multiple conversion funnels. This was accomplished by creating strategic conversion paths for visitors to follow, driven by a comprehensive call-to-action strategy. We thought of the visitor’s experience, with the specific intention of engaging them to spend more time on each page. This pushes the visitor to explore a greater number of pages than they would have otherwise. The ultimate goal is driving conversions through a dedicated lead generation page. This conversion strategy encourages visitors to sign up for offers and value-add information throughout the site. (see our blog post Always Be Converting)