Our challenge was three-fold. First, ensure that Rusty Surfboards could track and measure everything… and we mean everything! Secondly, as each surfboard is made to order we needed to streamline the lead generation process to drive more and higher quality leads through the conversion funnel. Finally, we needed to create and execute a full-funnel digital strategy that generated brand awareness, increased the number of leads and drove online sales via their eCommerce website.

Our team mapped out the Rusty Surfboards website and identified any touchpoint which should be tracked as an event in Google Analytics. After creating a comprehensive tagging plan, the team got to work on implementing event based triggers which were fired through Google Tag Manager to Google Analytics.

After conducting primary research the team found that WhatsApp was the preferred method of contact in South Africa. Based on this our web development team built and implemented a WhatsApp widget on the Rusty Surfboards website with the aim of reducing friction and capturing more leads.

Now it was time for conversions. Our performance guys created and implemented a full-funnel digital strategy that spanned display, retargeting, paid social, SEO and content marketing in order to generate more leads for Rusty Surfboards.