Ads and Landing Page Development for DHL Case Study

A newly designed and optimized Landing Page to increase the quality of leads obtained by paid advertising.

About DHL and DHL Ads Bootcamp:

DHL is the leading global brand in the logistics industry. Their divisions offer an unrivaled portfolio of logistics services ranging from national and international parcel delivery, e-commerce shipping and fulfillment solutions, international express, road, air and ocean transport to industrial supply chain management.

DHL Bootcamp is a project of the global leading company in the logistics industry, whose purpose is to support SMEs in the Central and South American region, accompanying the purchasing experience through logistics, to boost their sales and optimize their ecommerce resources.

The mission is to help SMEs grow through knowledge, financing and under the philosophy of "you can do it".

This project joins Digifianz at the end of 2020, with a clear objective: educate and empower small and medium-sized companies, to boost their business by allying with DHL. Since then, we have developed a website with educational modules to host the knowledge, and worked on webinars, blogs, video tips, podcasts, ebooks, infographics and other types of content, always free of charge.

Project and Goal

The project aimed to enhance the quality and effectiveness of DHL's Bootcamp ads by creating a redesigned Landing Page, incorporating new key visuals, and refining segmentation.

The previous landing page lacked clarity; it did not clearly convey that completing the form indicated a request to open a corporate account with DHL Express, nor did it outline the necessary requirements for doing so.

Main Challenges

The main challenge was to improve the quality of the leads, so that the sales team does not spend so much time qualifying leads without potential.

The quality of the leads we were delivering to the sales team had opportunities for improvement. DHL sellers spent a lot of time contacting people who stated in the form that they had the potential to open an account with DHL, but on the first contact what was expressed in the form ended up not being real.

How we did it: what did the work include?

• New Landing Page: we created a completely renewed landing page, directing communication towards a new value proposition aimed at our buyer persona. On this landing page, we include elements such as social proof, video, explanatory sections on who our service is for, explanations about the platform, and above all a new form with more properties and filters to ensure that the quality of leads delivered to the sales team improves significantly.

Landing Page Before & After

Form Before & After

• New budget distribution to each platform: we analyzed which channel was bringing us the highest quality of leads and assigned a greater proportion of the budget to it. The objective was to prioritize those leads that have frequent shipments, over a good CPL or total number of leads.

• New SQL management strategy: We had many leads that came to the sales team without the potential to open an account, but who did want to make a timely shipment. Therefore, we decided to apply filters in the form to be able to direct these leads to the nearest DHL store, and pass the data to the Retail team who is in charge of these cases.

• New keyword strategy in Google ads: we reorganized the budget directed to the Conquest group, that is, the competition, and directed it to our keywords that were performing better in terms of lead quality.

• New key visuals strategy in Meta Ads: we stopped focusing all our arts on the discount benefit, and started communicating our differentials, benefits, pain points and social proof. At the same time, we added video ads, which have superior results than images.

• New segmentation strategy in Meta Ads: we added new databases of star buyer personas for lookalike segmentation, and we categorized our audiences by the main exporting and importing industries of each country. At the same time, we added new segments of platforms that use e-commerce to market their products.

Outcome

After the launch of the updated landing page, featuring new key visuals and enhanced segmentation, we received highly favorable feedback from the DHL sales team. Our conversion rate from SQL to prospect increased from 10% to an impressive 28%, indicating that the incoming leads were better aligned with our expectations in terms of monthly shipment volume and frequency.

The entire DHL team swiftly expressed their enthusiasm and motivation in response to these remarkable results.

Guidance and Continuity

This strategy pivot was implemented on time, thanks to the continuous monitoring of results and attention to feedback from the commercial team. Since its implementation, we have worked to analyze the results and optimize new elements each week based on the information collected.

This is the path that we will continue to follow during the coming months.

Conclusion

The adjustment of the ads strategy and assets of the DHL Bootcamp was a successful project, not only because of the results but also because of the speed of learning and implementation by the entire team, which continues to this day.


We learned that it is essential to have weekly contact and feedback with the sales team, to be able to listen to their reality when talking to SQL, and make necessary adjustments and optimizations.

If you are in search of a qualified partner for your full ads strategy, we would love to speak with you!