47%
Engagement rate on the landing page
12%
Click through rate on the LinkedIn ad banner
15%
Conversions on the landing page
Venice Technologies is a data-driven digital marketing agency that specializes in building custom machine learning models, trained on ad spend data to increase conversions and customer value.
Since their business thrives on leveraging data for ads, they wanted to apply the same strategy for themselves on the LinkedIn platform, where their target audience is present. However, while Venice Technologies excels in making data-driven decisions and utilizing AI, they needed someone to set up the entire sales funnel, focusing on the customer journey and optimizing it from both a UX and copy standpoint first. Once this foundation is in place, they plan to launch the funnel and further optimize it using real data collected through testing.
When defining the sales funnel, the first step was to identify the target audience we would be crafting it for. Venice Technologies has two primary target audiences: large, established businesses that spend millions on ads monthly, and smaller businesses with more modest ad budgets. In both cases, these businesses need to have longer sales cycles and higher-ticket items, such as those in the automotive industry, jewelry stores, and travel agencies. Otherwise, the AI model wouldn’t be as effective.
Ultimately, we decided to focus on smaller businesses, as this would provide us with more data given the ad spend we were targeting, and it’s also considerably easier to close leads in this segment.
Since the target audience was smaller businesses, we needed more in-depth explanations. This audience is often less tech-savvy. Given that the service is complex and challenging to explain quickly and efficiently using just text and graphics, we decided to go beyond LinkedIn ad banners and a landing page. We leveraged our internal video production team to create an explainer video that would be prominently featured on the landing page.
As mentioned earlier, the goal of the video was to clearly explain the service, its benefits, and the process, and to end with a compelling call to action that encourages viewers to learn more.
In the video, we illustrated the benefits of using a machine learning model through a short story featuring two characters, Matt and Amanda, highlighting their different experiences interacting with a website. To discuss the ad platforms (Facebook, LinkedIn, Instagram, etc.), we created robots to represent these platforms, along with a robot in Venice Technologies’ brand colors to symbolize the AI model they build for businesses. These characters effectively conveyed what the AI model does, its benefits, and provided a real-world example of how it’s used. Plus, the Venice Technologies robot is a cute mascot that can be used as an asset for all future marketing campaigns 🙂
The final video was repurposed across multiple platforms, including LinkedIn, various landing pages, and service pages. Additionally, Venice Technologies uses this video in direct outreach, sending it to prospects who are interested in learning more about the service but may not fully understand how it works.
The primary goal of the landing page was to encourage visitors to fill out forms, indicating their interest in learning more. This was also the primary conversion metric we were optimizing for.
When designing the landing page, we focused on two key aspects: clearly explaining the service and its benefits (because a video alone is not enough, as not everyone clicks and watches the full video), and building trust, especially given the bold claim that using a machine learning model could increase revenue from paid ads by up to 50%.
To address the first aspect, we used a variety of graphics, including videos, detailed explanations of the service process, and comparisons between using AI and not using it. These elements were designed to help visitors fully grasp the range of benefits offered by the service.
For the trust factor, we relied on social proof. This included testimonials from satisfied clients and the logos of companies Venice Technologies has worked with. Given the magnitude of our claim, it was crucial to provide ample evidence to make it believable. Without strong social proof, such a significant claim might be met with skepticism.
Since ad banners are the first contact with business owners, capturing attention immediately was crucial. Displayed in the LinkedIn feed, where users scroll quickly, these banners needed compelling visuals and copy to stand out. Their effectiveness directly impacts how many visitors reach the landing page, so their impact is vital.
To maximize engagement, we created multiple ad banner variations, each focusing on different aspects of the copy, and planned A/B testing to find the best performer. We emphasized Venice Technologies’ guarantee of measurable revenue increases from paid ads—a powerful hook for business owners eager to boost their revenue.
We began with comprehensive research on the target audience which would help us plan out the whole sales funnel. From this research, we developed the video script, as well as the wireframes and copy drafts for the landing page.
For the video, we developed a visual concept based on the script, including all characters, and finalized the voiceover with the artist. For the landing page, we completed the copy and began designing each section, providing multiple visual concepts.
With the visual concepts and storyboard finished, all that was left was to synch everything together and animate the video. As for the landing page, we finalized the design of the landing page with the copy, so majority of assets were ready.
In this final phase, we focused on crafting multiple designs of ad banners with finalized copy. We also coded the landing page, embedded the video, and connected the analytics to measure performance and optimize as needed.
By defining the target audience early and hyper-focusing on the need for clear explanations and strong social proof, we successfully crafted a high-converting sales funnel that Venice Technologies can now further optimize based on data. Currently, the landing page boasts a 15% conversion rate.
The final video is featured on multiple landing pages, service pages, and LinkedIn to effectively convey how the service works, its benefits, and the overall process. It’s also used in cold outreach when prospects express interest in learning more about the service.
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