Launching a Go-To-Market Strategy for a high AOV e-Commerce

Background

Zeco Aircon, a trusted player in the commercial air purification segment, wanted to launch its retail D2C brand, O2Cure.

While consumer-facing players like Dyson and Kent were already well-established, O2Cure had a distinct technological edge: PHI-based air purifiers capable of neutralizing airborne viruses including coronavirus.

With a high average order value (₹30K–40K), we knew this wasn’t going to be an impulse buy. The GTM approach had to be sharp, insight-driven, and focused on demand generation backed by sales enablement.

Customer Insights

To position O2Cure in the D2C space, we started by identifying why someone buys an air purifier in India. After analyzing consumer reviews, competitor content, and talking to actual customers, five primary triggers emerged:

Respiratory issues (asthma, COPD, etc.)
Covid-related concerns
Pregnancy or infants at home
Allergies or dust sensitivity
Bad indoor odor

While awareness had improved post-COVID, first-time buyers remained confused by the tech jargon. HEPA, PHI, UV, ionizers — most people didn’t know which one worked best for their situation.

Target Persona

Demographics: Males aged 30–40
Income: Upper-middle-class and affluent
Location: Primarily Tier 1 cities
Motivation: Family safety, especially post-second wave
Buying triggers: Rumors of the third wave, children and elderly at home, confusion around air purification technology

From our interviews, it was clear that PHI technology — the same used in NASA-grade systems — was a strong differentiator. But buyers didn’t understand what PHI was, or whether it was safe for children and pets. This insight shaped our positioning.

Free Consultation as the Lead Magnet

Consumers were overwhelmed with jargon and unsure about what kind of air purifier to buy. So instead of pushing a product, we offered a free air consultation — a one-on-one call with a specialist to explain the best purification solution based on their household needs.

This worked for two reasons:

It gave a human touch to a high-consideration product
It positioned O2Cure as a trusted guide, not just another brand

Landing Page Funnel

We built dedicated landing pages for the free consultation. Here’s how the structure looked:

Hook with a relatable problem — Mentioned worsening AQI and post-COVID fears
Introduce PHI tech — Explained how it neutralizes viruses, unlike basic HEPA filters
Why air purifiers matter — PM2.5 removal, indoor pollutants, etc.
Social proof — Testimonials from consultation recipients
Final CTA — Bold banner offering a free consultation to reinforce urgency and value

This campaign was launched with paid media (search + social) and remarketing flows.

Optimizing for Conversion and Lowering CPL

Every landing page prominently featured a dedicated section on our patented PHI technology, which was our core differentiator — capable of killing airborne viruses including coronavirus.

To test funnel performance, we initially drove high-intent traffic using Google Search Ads. The keyword strategy focused on exact match, long-tail queries such as:

“Buy air purifier online for home”
“Air purifier for asthma patients”
“Air purifier safe for babies”

These users showed clear buying intent, but our initial Cost Per Lead (CPL) was ~₹2,000, which was unsustainable at scale.

Diagnosis:

The high CPL was primarily due to:

A multi-step Typeform asking deep qualifying questions (e.g., “Do you have kids or elderly at home?” or “Any family member with asthma?”)
Friction from multiple page interactions before a lead was captured

Fixes and Funnel Optimizations:

To reduce friction and improve conversion rate, we rolled out the following changes:

Switched from Typeform to Embedded Contact Form:
We replaced the off-page Typeform with a native form embedded on the landing page itself. This cut drop-offs significantly and improved load performance.
Visual Cues to Draw Attention:
We added CSS animations on the "Get Free Consultation" button, nudging users to focus on the form CTA without being disruptive.
Headline Optimization via Ad Testing:
We tested multiple variations of landing page headlines on ads first. Only winning variants (based on CTR and conversion intent) were implemented on the landing pages.
Distraction Removal:
- We removed the site footer entirely to avoid leakage to non-conversion paths
- We cleaned up the header, keeping only the logo and key CTA

These changes brought the CPL down from ₹2,000 to ~₹1,100, while maintaining lead quality.

Leveraging Real-Time AQI to Personalize and Convert

With the landing page conversion rate now above 12% and CPL reduced by over 30%, we moved to a final iteration focused on contextual personalization.

Real-Time AQI-Based Personalization

We integrated an IP-based AQI detection system to dynamically fetch the air quality index of the user’s location. This data was used to:

Trigger a color-coded banner at the top of the page:
- 🔴 Red for AQI >200 (Severe)
- 🟠 Orange for AQI between 151–200 (Unhealthy)
- 🟡 Yellow for AQI 101–150 (Moderate concern)
Display custom text alerts like:
“AQI in Delhi today is 248 – Your indoor air could be worse. Get a free expert consultation now.”

Why It Worked

Made the problem feel immediate and personal
Created a sense of urgency without sounding gimmicky
Signaled tech credibility and built trust

This AQI-personalized layer acted like a programmatic nudge, leading to:

Higher scroll depth
Faster form fills
A noticeable spike in consultation requests from Tier 1 cities like Delhi and Lucknow, where AQI levels were consistently poor

Testing Dynamic Headline Insertion (DHI) for Hyper-Relevance

To improve on-page engagement and form submissions, we experimented with dynamic headline insertion based on the user's exact search query from Google Ads. For example:

Query: “best air purifier for asthma”
Headline: “Best Air Purifier for Asthma – Expert Advice + Free Consultation”

This tactic was restricted only to exact match keywords to preserve intent and maintain message alignment.

Insight:

Despite the high relevance, no significant uplift was observed in form completions. This hinted that:

Emotional/contextual triggers (like AQI personalization) outperformed query matching
Form length and trust cues likely had a bigger impact than headline tweaks at this stage

Post-Lead Offer Funnel

Once a user completed the lead form, we redirected them to a conversion-primed thank-you page offering:

🎁 Upto 20% off on top-selling air purifiers
📅 Valid for 15 days from lead submission
This helped in:

Creating urgency without sounding salesy
Nurturing high-intent leads while the need was still top-of-mind
Giving the sales team a strong follow-up hook

We tracked coupon redemptions via UTM-based triggers and integrated that data back into our CRM to understand the delay between lead gen and purchase decision.

Ad Experimentation and Funnel Engineering

We experimented with a unique Facebook campaign strategy that drove traffic to our site before redirecting to a third-party NDTV PR article. This let us:

Establish trust via third-party validation
Drop cookies for retargeting, since the first landing was our domain

It performed at par with our best-converting ads, despite not leading with a sales message.

Once we optimized remarketing, video view-based audiences, custom affinity targeting, and lookalikes across Facebook and Google, we consistently brought our CPL down to ₹600–800.

Organic Search Push

We noticed aggregator platforms and listicles dominated most SERPs for our target keywords.

So we:

Got featured in top-ranking listicles and review posts
Created targeted pages for high-intent niches like "Air purifiers for gyms" and "Air purifiers for babies"
Focused on quality backlinks from relevant, authoritative sources

This gave us organic presence where traditional SEO would take longer to show results.

Marketing Automation to Shorten the Sales Cycle

While our free consultation funnel captured leads, the final conversion was still sales-assisted. Here’s what we did:

Switched from HubSpot to LeadSquared for cost-effectiveness and deeper integrations, especially WhatsApp
Used Tawk.to chatbot to engage and collect leads from high-intent visitors
Enriched leads post-capture instead of in the initial form, to avoid drop-offs
Triggered automated email, WhatsApp, and SMS workflows based on use case, device interest, and funnel stage

These improvements cut down the average conversion time from 15 to 7 days and reduced the number of human touchpoints from 7 to 3.