6-figure growth.
How Schlütersche did it
We at Mono Solutions see the impressive results our partners achieve and how they help small business owners every day. With our customer stories, we want to acknowledge outstanding work, share remarkable success stories, and inspire the next great small business achievement.
The Schlütersche customer story
In August 2020, the German online marketing agency, Schlütersche, executed a "Re-launch of your website" campaign targeted towards small business owners. The successful campaign resulted in 21% growth in their subscription base, 6-figure growth in revenue stream, and an increased customer loyalty score. This impressive result was achieved by Roksana Leonetti, Head of Product, and Jan-Klaus Dück, Head of Sales Development, at Schlütersche.
Learn how they created the successful campaign here.
Background
Founded in 1747 and headquartered in Hanover, Germany, Schlütersche has evolved over the years into an online marketing agency and specialist publisher with more than 70,000 customers and 5,000 website implementations to its name.
Office:
Hannover
Industry:
Online marketing agency
Service model:
Do It For Me
Products in use:
Websites, On-site, e-commerce, Customers
The business
Schlütersche helps small businesses with marketing services and technology, including websites and e-commerce solutions. Providing small businesses with an online platform and presence, Schlütersche sells “ready-to-go” websites, or what Mono Solutions calls a “Do-It-For-Me” website service.
In 2014, Schlütersche was on the lookout for a new white label website builder platform to partner with, and wanted one platform to meet every need. Schlütersche wanted to offer the full digital journey to small businesses. The company was looking to expand their digital service offerings, with one platform covering websites, online booking and ecommerce.
"From many - to just one platform. We had first used a variety of providers - with different free and paid solutions - but we came to a point where we wanted to minimize the big numbers of different tools and software solutions in our team; and that's why we chose Mono in the end."
Jan-Klaus Dück
Head of Sales Development
Jan-Klaus Dück added that Schlütersche looked for an easy-to-use solution that united design and administration. It was further very important that the solution would evolve with both market and customer needs.
The Mono Solutions platform was chosen as the preferred website provider, and Mono Solutions has proudly partnered with Schlütersche ever since. Through the Mono platform, Schlütersche is able to offer comprehensive solutions to its SME customers, as a Do-It-For-Me service and revenue stream.
"With Mono Solutions, we can scale websites and easily perform feature upgrades for customers. The solution combines many requirements that an SME has: the website must be findable, secure and beautiful. Mono meets these requirements: Privacy, SEO and design."
Roksana Leonetti
Head of Product
The challenge
Schlütersche wanted to re-activate its existing customer base of website owners with a new and improved solution, while also growing the customer base with new customers and website owners. The challenge was to offer a relevant product and solution that customers would invest time and money in.
Many customers might assume that once a website is launched, that the job is done. But as things move quickly in this digital age, it does not take long before a website’s design is out-of-date or the technology is no longer up-to-speed.
The Schlütersche team wanted to make sure that their customers were enabled with the best possible solution, and set out to upgrade 20% of all their website customers to the newest version of the Mono website builder platform.
The solution
In 2020, the Mono website builder platform was upgraded from version V3 to version II, so named for the "Improved Interface."
Schlutersche saw this an opportunity to improve the website experience for their thousands of small business owners and design a "Re-launch of Your Website Campaign."
The campaign: Revamped, compliant sites
The impetus for the campaign was the GDPR ruling in the EU which created an instant need for updated cookie banners throughout the digital world. Schlütersche turned this urgent need for compliance, and the launch of the newly updated Mono website builder, into a chance to offer deals on website re-launches to existing customers.
Small business owners needed new cookie banners, but it was thought that many also needed, and wanted, an updated, revamped website geared towards improving results and metrics.
With many websites sold over the years, the time was nigh for many of these websites to undergo a design makeover as well as getting up-to-date with the latest technology and data protection. Roksana Leonetti and Jan-Klaus Dück of Schlütersche designed a campaign to make this happen.
The result
The initial goal for this campaign was to upgrade 20% of the entire Schlütersche website customer base to a new, updated website built with Mono Solutions own newly updated website builder platform, version II.
The campaign was a resounding success. The result of the campaign far exceeded the expectations of the initial goal, with Schlütersche converting 50% of their website customer base to an updated website.
Yet the success of the campaign does not stop there.
While the relaunch campaign was only for the existing Schlütersche customer base, a byproduct of the campaign was that new customers were also acquired. This resulted in many satisfied customers with compliant, up-to-date websites and six-figure revenue growth for Schlütersche.
Key findings
How did Schlütersche do it?
Schlütersche details the 3 main steps, as well as some good campaign advice, here:
1: Define clear target groups
We at Schlütersche defined clear target groups, and we had two of them: One group for our existing customers and another for new customers. To get a better understanding of which customers needed an updated website, Mono Solutions helped us further define our target group within our existing customer base.
2: Get the message and the timing right
Content and context are both equally important. With the help of the education materials from the Mono Help Center, we at Schlütersche could make sure that we crafted the right message and found a good unique selling proposition.
The Mono Help Center educated us about the Mono Solutions product and what it offered to the small business owner. We could then, in turn, use this as inspiration in our own marketing message to our customers.
3: The right distribution
Our campaign was executed by the Schlütersche sales team, who called small business owners with this pitch: Make your website compliant according to the European Data Law Protection (GDPR) while also giving your website a facelift.
In addition to six-figure sales, the Schlütersche team increased customer loyalty. By being proactive and presenting themselves as a partner to the customers, Jan-Klaus and the sales team showed customers that Schlütersche cares for small business owners and wants to make sure that SMEs are enabled with the right online presence.
"We converted 50% of customers in this campaign. This is awesome and we did not expect such a huge success. The campaign has shown us that it pays to invest in long-term customer relationships."
Roksana Leonetti
Head of Product
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