Kudzu.com is a way for Cox Enterprises to generate revenue from local service businesses that spend money on traditional yellow page advertising (a $13.6 billion industry) while taking advantage of the growing shift in consumer behavior to look for business listings online.

From their test market, Cox Search learned that it was important to have a baseline of enhanced business profiles before any media promotion (particularly consumer marketing) occurs. They were willing to give small businesses the Premium Profile free of charge for the entire calendar year.

• We developed an acquisition email that promoted the Premium Profile offer and the benefits of signing up with Kudzu.
• We tested messaging and treatment of copy elements over a 3-month campaign period to optimize and increase conversions.

• We deployed the email through third-party lists that would target categories with the highest ROI for Kudzu.
• Trade association endorsements and networking affiliations are especially important to our target of small business owners for whom time is a particularly valuable commodity.

• We directed the target to an optimized landing page designed to decrease drop off.
• We streamlined their online registration process from 12 steps to 2 steps.

• Compared to the industry benchmark, our third-party email conversion rate was almost 5 times better, and our click-through was 1.2 times higher.
• Our optimized landing page achieved a 100% improvement in conversion rate over the client’s original design.