Creative Organization Design (COD) is an independent supplier of pre-screening assessment tools for evaluating an employee’s readiness for promotions and leadership roles. This family-owned business is based out of Waterloo, Ontario, and was built in the 1980s out of a desire to help businesses solve their high turnover rates. They did this by providing in-house training, and professional and psychological-based assessments for employees so businesses can find and retain the right people. Since then, they have formed stronger relationships with test suppliers which helped them grow their business into Canada’s largest independent supplier of pre-assessment tools and solutions.
COD has tools for assessing common and everyday basic on-the-job skills including, Clerical and administrative skills, computer skills, General pre-screening, Industrial and mechanical skills, Math, workplace safety, and more. They offer personality-based tests such as communication, conflict resolution, critical thinking and reasoning, teamwork, emotional intelligence, and others. They also provide tests based on specific job occupations such as human resources, engineering, and healthcare.
Strong Client Relationships
One of the things that makes COD different is that it does more than just let customers browse and buy the tests they think they need online. Being the face of the business and the one running all the operations, David starts his relationships with clients through an initial consultation. “You might be using the wrong tool for the wrong thing and not know that,” says David Towler, the President of COD. “With COD, I want to talk to clients either by phone or email to get a good understanding of their needs before selling them digital products,” he adds.
Partnering with MoreSALES
David locally sourced MoreSALES a year ago to find experts who can help him with his marketing efforts so he can focus on his client relationships. “After struggling with it ourselves, and after finding our site traffic negatively impacted by imprecise SEO, we decided to bring on experts to do what we weren’t sufficiently expert enough to handle ourselves” he says.
Website Redesign and SEO
The MoreSALES team performed a detailed review of COD’s website analytics to determine why it was attracting so much organic traffic but not converting or engaging that traffic. We identified the pages and keywords that were attracting most of the organic traffic and determined how to tweak the content to better serve that traffic. In addition, we discovered several strategic ways that we could improve the conversion rate on the site.
With the data we collected from the previous website, we revamped the website to be more strategic and aesthetically pleasing. We re-organized the website to act as a funnel so visitors can quickly find the content they are looking for and then be immediately converted through an obvious call to action.
After four months of the site being launched, the numbers have changed dramatically. Traffic is up 41% and organic traffic is up 27%. The pages/sessions are up 4% and the bounce rate is down 6%.
To assist COD with converting its website traffic into leads, we created a Google Ads campaign to drive requests for quotes on tests. We started by creating a general campaign for the products it provides which has performed incredibly well. We will continue to tweak the campaign monthly to slowly improve the engagement and conversion rate of the traffic gained.
David has been managing and updating COD’s email contact lists since he took over the company decades ago. He has been creating and sending monthly newsletters to his clients to keep them up to date on company news, new blogs, and products. The MoreSALES team developed a few different automated campaigns to improve his customer engagement and help him put more time into other areas of his business.
We developed re-engagement emails which are follow-up emails sent to clients who have not interacted with the company within a certain period. They will be informed of new products that may benefit their organization and changes in the company. We developed a welcome email series that will be used to nurture new leads who subscribed to his email list online. Lastly, we set up post notifications, which are emails that will be used to announce new blog posts, products, or lessons to his contacts.
“The MoreSALES’ team provided great insight and guidance and probably saved our bacon in a variety of ways that I’m not even aware of. Suffice to say, I’m glad that it was their job to sort out, and not mine! Ultimately, it appears that their expertise and guidance has provided what we needed. Email enquiries and new contacts have increased dramatically from an average of 35 new enquiries a month to an average of 67 per month.” David says.
He adds, “The new site is better, cleaner, prettier and more navigable than before. We’re now working with MoreSALES on some marketing things involving newsletters and drip campaigns and anticipate similar returns on the investment as well, once that phase has been completed. Mike, Matt, Evan and the team have done what was needed and although it required a lot of time and input, it’s paying off as I hoped.”
The MoreSALES team is looking forward to a continuous and jovial working relationship with David and opportunities to make greater improvements to his marketing analytics. Visit Creative Organization Design’s website to learn more about how he helps businesses around Canada find and retain the right employees.
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