Monarch Tractor Drives Conversions the Simple Way

The Challenge

Monarch Tractor is building the world’s first driver-optional, data-driven, and fully electric tractor with a farmer-first approach to innovation. Each decision is made with their farming community and their biggest challenges in mind. However, as with any groundbreaking innovation, it presents a unique learning curve.

Monarch Tractor’s website, monarchtractor.com, plays a crucial role in their strategy. The website must educate prospective customers about this cutting-edge technology, highlight the advanced features of the MK-V tractors, and showcase a wide array of use cases and industry-specific success stories.

One of the key challenges was determining how to effectively target and promote the California CORE Subsidy program—a state-specific initiative offering highly attractive benefits to eligible buyers. Should Monarch spotlight the program prominently on the website, risking alienating those who weren’t eligible? Or would it be better to let people find it on their own by navigating the site, risking a lack of exposure, and missed opportunities?

To answer this question, Monarch went with a third option: deliver targeted messaging with Navu.

The Solution

Monarch already used Navu across the site, helping segment visitors by use case and guiding visitors to applicable content. But for the CORE program, they were looking for something much more direct.

To achieve that, they used Navu’s Messages feature to increase awareness of the program specifically among those who would be eligible. Here’s how it worked:

  • A single, concise message promoting the California CORE subsidy was developed and published on Monarch.
  • The message was strategically targeted to users who had engaged with at least one of four specific CORE-related ad campaigns.
  • The message was not displayed on the target landing page of these campaigns, and was only shown on subsequent pageviews.
The Navu Message about the CORE Subsidy displayed only for targeted, qualified leads.

The Results

After a 10-day evaluation, the results were clear: the targeted campaign performed extremely well. 

100% of the visitors who came in through CORE-specific advertising campaigns and continued onto another page were shown the message. Of those high-potential leads, 11% clicked through on the message and went to learn more about the subsidy.

This is not only a very high clickthrough on its own, but it also came at an extremely impactful moment in the customer journey. Monarch had paid to acquire these visitors, and they were now in active consideration on the website. Instead of waiting to re-engage them through remarketing or a follow-on campaign, Monarch struck while the iron was hot and got to them at the perfect time.

To put it simply: Monarch’s CORE ad campaigns got an 11% boost in key content consumption for their most promising leads. And all it took was a simple message delivered to the right audience at the right time.

A real, anonymized journey from email click to conversion for a California CORE Subsidy Inquiry on Monarch’s website.

What it Means

We strive to make Navu easy to use for marketing teams of all types. Big enterprises and sole proprietorships alike use us to implement lightweight personalization and make their websites better for every visitor.

That combination of simplicity and effectiveness is a big value-add for Jenna DeFazio, Monarch’s Digital Marketing Specialist.

“What I love most about Navu is its ease of use and how effortlessly it allows us to track guide and content performance. Our conversions have increased significantly thanks to the ability to showcase targeted and relevant content to each specific user on our website.”

But even by the standards we set for ourselves, this campaign was the peak of simplicity. It was a single message, linking to an existing page on the site. It targeted an existing audience, and required no additional work to specify which visitors would see it.

And just by taking that little bit of effort, an important campaign for Monarch got a big boost.

Learn more about Monarch on their website or on LinkedIn.

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