Agricultural Equipment Merchant

12/18/2020 | 2 min read

The Client

FarmExpert is a european online merchant selling agricultural machinery and related equipment. They compete within a robust sector that is expected to grow even more in coming years as the country moves away from traditional subsistence agriculture and labor-intensive farming, and towards larger-scale commercial farming and greater productivity driven by technology.

Challenge

As the sector grows alongside the convergence of disparate online and offline channels via one holistic mobile experience, FarmTrend needs to prepare for increased competition by shoring up its data infrastructure and reducing friction within its shopper journey.

With a lean sales force, FarmTrend engaged YouLead to help transform its website into a lead magnet and sales engine built to help drive conversions on autopilot—24 hours a day, seven days a week.

Some specific pain points identified were:

  • Weak database infrastructure
  • Ineffective subscriber demand generation strategies and tactics
  • High percentage of abandoned carts
  • Inability to respond to website visitor behavior in real time with dynamic, 1:1 communication
  • Minimal success cross-selling or up-selling products

Solution

YouLead worked closely with FarmExpert to understand its business and identify gaps within its shopper journey. After gathering this necessary intelligence, YouLead rapidly custom-configured the right software features to meet their unique needs and seamlessly implemented the solution within just a few days.

Some of the key features deployed included:

  • Anonymous website visitor monitoring
    • Product profile tagging, identifying ideal targets for specific key products
  • Contact generation via dynamic, personalized website pop up content and forms
  • Cart abandonment mitigation via dynamic, personalized website exit pop ups and hyper-relevant, timely follow-up emails
  • Product recommendation frames based on purchase and browsing history
  • Automated email campaigns with dynamic, personalized messaging driven by event-based behavioral data triggers, such as:
    • Browsing session length and timing
    • Unpurchased product views, indicating specific levels of interest and/or intent

Results

*Compared to equal time period prior to YouLead software implementation

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