Website Users YOY
MassVR wanted to drive revenue by generating more bookings online.
Increase Website Traffic
MassVR wished to increase website traffic, which would, in turn, drive conversions.
Share Experience Online
MassVR needed to portray the experience of playing their games online through the content on their website, ads, social media, and other digital platforms.
MassVR wanted to raise awareness by sharing general knowledge about their games since the technology is new and many people have never experienced playing a free-roam virtual reality game.
To start with, we implemented a total redesign of the MassVR website. This included website design, branding, SEO, and conversion optimization. The year-over-year data results were favorable: the bounce rate decreased, the average session duration increased, as well as website visitors. Additionally, both organic search traffic and keywords increased. Ultimately, these increases all lead to higher conversion rates.
+256.44% Increase in Website Users
-76.04% Decrease in Bounce Rate
+52.97% Increase in Average Session Durations
+987.72% Increase in Pageviews
+219.49% Increase in Organic Search Traffic
+131.18% Increase in Organic Keywords
+1250% Increase in Top 1-3 Organic Keywords
*data comparing 2/1/19 – 2/29/20 to 1/3/18 – 1/31/19
Digital Ad Strategy
The strategy we created was two-fold and considered the entire advertising funnel. First, we created awareness by using action-packed videos and targeting website visitors to engage users. MassVR’s product was unfamiliar to many people, which is why it was important to generate awareness about it. After we started running the ads, we used retargeting to drive conversions. We showed higher intent ads to users who had visited our website or engaged with our social media. We also built audiences using Facebook’s Lookalike Audience tool to target users who were similar to those who completed specific action items, such as making purchases online. This digital ad strategy led to increased engagement on social media, as well as new followers and more conversions.
Social Media Strategy
When we developed MassVR’s social media strategy, we incorporated a balance of highlighting current promotions and the experience of gaming at MassVR. Similar to the ad strategy, we planned to use more videos, especially action-packed ones that showed off different features of the game. As a result of focusing on these things, MassVR’s social media platforms grew between February 2019 and February 2020. The Facebook followers grew by 331.62%, as well as on Instagram, which grew by 552.24%. Not only did followers grow, but social reach also dramatically increased. On all social media platforms, MassVR reached over 9 million users.
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