The NoGood squad relentlessly and patiently challenged our approach to various inbound activities, and completely changed how we think about lead generation via content marketing and automation. They also showed us a new, more effective rhythm around approaching, tracking, and nurturing prospects.
Bytedance Case Study
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Jasmine W.
Director of Growth Marketing
879%
Organic Traffic
69%
Sign Up Rate
3x
Keyword Rankings
We helped increase sign up rates by 69% organic traffic by 879%.
Overview
Lark is the next-gen workspace for teams built by Bytedance. The new take on an office suite combines all the essential team collaboration tools, from messaging and video conferencing, to schedule management and cloud storage – all in a single interconnected platform. These functions are always in sync, allowing Lark to deliver a seamless user experience for the modern enterprise.
The Challenge
- The client was operating with an obsolete marketing/analytics stack.
- The client’s brand positioning was becoming increasingly challenged.
- The client was facing increased competition in the market.
- Due to all of the above, Bytedance saw a steady decline in inbound traffic, qualified leads, and a significant increase in CAC.
Services
Landing page building
Market and competition research
Persona and UX analysis
Conversion Rate Optimization
Full-funnel analytics and journey tracking
SEO & Content Marketing
Facebook and Instagram Ads
Google and Bing Ads
Content Partnerships
Influencer Marketing
Approach
Audited current tech and analytics stack to identify tracking and reporting gaps and historical data across the funnel
Reviewed existing funnel journeys and touch points to ensure proper implementation of tracking scripts, custom events, and triggers
Defined lead journey patterns by channel, source, first touchpoint, and deal size
Designed and implemented an end-to-end automation and personalization map with funnel stage definitions, trigger points, and automation/personalization variables
Built a lead cohort analysis by touchpoint/s, source, medium, and deal size
Reviewed and optimized tracking schema around digital strategy and content campaigns
Built an executive dashboard showing leads and opportunities by exact marketing sources and campaigns illustrating marketing ROI to leadership
Results
Through conversion rate optimization, UX/UI updates, a brand new information architecture, as well as a content and SEO strategy, NoGood was able to support our client in their effort to break into the US market.
Conversion Rate Optimization and UX/UI: NoGood took on the redesign of the complete US site. From the homepage all the way through product pages, the About Us page, pricing, and more. Pages were created to optimize conversion rate and deliver a next-level user experience.
Information Architecture and Content Mapping: The first thing we noticed about the current website was the structure needed an update. In order to develop an effective customer journey, we built out a navigation structure developed to deliver the optimal experience from a content and SEO standpoint.
Conversion Rate Optimization: We significantly decreased time spent per SQL through automated lead filtration, personalized email workflows, and meeting scheduling automation.
879%
Organic Traffic
69%
Sign Up Rate
3x
Keyword Rankings
Performance Visualized
69%
69% Sign Up Rate Increase
38%
38% Funnel Efficiency Improvement (Visit to SQL)
Squad
Mostafa Elbermawy
Growth Lead
Mark Arpaia
Growth Marketing Manager
Claudia Yuan
Creative Designer
Queenie Leung
Growth Strategist
Dan Mills
VP of Client Partnerships