Legrand's journey from an offline giant to online dominance

With the hero product being their stylized and tech switches, Legrand India offers a wide range of innovative electrical and digital building solutions, including products for energy distribution, wiring devices, home automation, structured cabling, and more. With a focus  on simplicity and technological innovation, Legrand products are designed to be user-friendly and easy to install. The company's commitment to sustainability and exceptional user experiences is reflected in its brand values and design principles, which they state as: “Universal Innovation, Clever Solutions, and Human Design.”

For a brand-new website, the primary emphasis was placed on ensuring meticulous attention to detail right from the initial stages. This included thorough checks ranging from GTM pixel integration to event tracking, along with strategically determining the campaign structure. The overall goal was to construct a coherent funnel that aligns with the brand's objectives and effectively guides users through their journey on the website. The broad challenges could be classified into 3 categories :

• Driving high-quality traffic:
  Generating relevant traffic to the new website to ensure robust sales performance.
• Increasing sales and order volume:
  Establishing a steady increase in sales and order volume through the website from the ground up, given their previous focus on offline sales channels.
• Reducing Cost Per Purchase (CPP):
  After initial success in increasing order volume, the subsequent challenge was to reduce the CPP while also maintaining the cost efficiency and order count.

High-intent audience targeting for quality traffic:

• Google: High purchase intent keywords were focused on to capture potential customers who were actively searching for products related to Legrand's offerings and the overall category. PMax campaigns were utilized to combine the power of various Google inventories into one cohesive strategy.
• Meta: Audiences at the Top of the Funnel (TOF) and Middle of the Funnel (MOF) were engaged by permutation and combination of interests and behavior to target the right set of audiences and nurture their interest and drive relevant traffic.

Creative and website optimization via regular audits:
Continuous creative and website audits were performed to identify areas for improvement, ensuring a smooth user experience and higher conversion rates. Industry benchmarks were tallied with at every stage of the user journey to have a seamless error-free website. Getting digital hygiene in place at this stage is extremely crucial for any D2C brand. Numerous creative audits were conducted, and recommendations were given to craft the right communication that would resonate with the right audience in this AI-dominant performance world.

Custom intent audiences as the game changer:
 A few highly refined custom intent audience signals were cracked for the PMax campaign based on a unique strategy of targeting, including both direct and indirect methods to reach the right people. This master audience signal aided in scaling the hero campaign (Pmax) and effectively reducing the CPP month on month.

Category expansion and lead generation:
Specialized campaigns were initiated for the Home Automation category to tap into a growing market segment, alongside lead generation campaigns launched to capture interest from bulk buyers, enhancing sales opportunities.

ETML provided an edge with a data-driven approach and a comprehensive understanding of digital marketing dynamics. In addition to real-time dashboards provided to monitor data, the responsibility for integrating GTM pixels on the website for branding KPIs like button clicks, scroll depth, etc. was also taken care of by ETML, which was deemed extremely crucial for a new website to maintain oversight on user engagement and dropouts.

• 2X increase in purchases with an improvement in CAC by 46%
• 83% increase in the search volume of brand keywords since the website launch

Contact us if you are a similar business looking for a custom attribution and optimization solution to scale your omni-channel business.