Chomp

Boosting qualified lead generation for Chomp with an effective lead magnet.

March 2025

The Partner

Chomp is a New Zealand-based company dedicated to providing food safety solutions to the hospitality industry. They provide a Food Safety app, designed to replace traditional paper-based methods of managing food safety. It helps food businesses to stay audit-ready and compliant with New Zealand and Australian food safety regulations using HACCP (Hazard Analysis and Critical Control Point) protocols.

Data Story Services

Analytics & TrackingPaid AdvertisingConversion Rate Optimisation

Key events tracked

25%

Increase in paid impressions

New leads generated in 2 weeks

The Challenge

Chomp wanted to attract qualified leads from food industry businesses that needed clear guidance on setting up and managing their food control plan. Identifying and engaging businesses that were not only interested in food safety compliance but also likely to convert into valuable leads was a challenge. The existing lead generation strategy needed to be more engaging and targeted to effectively capture potential customers at the right stage of their decision-making process. Chomp needed to provide high-quality, relevant information that encouraged visitors to leave their details and seek further assistance.

Our Approach

We used testing to identify a high-performing lead generation call-to-action that effectively attracts qualified leads through targeted keyword analysis, a valuable lead magnet and landing page, and tailored advertising campaigns.

A New Lead Magnet to Meet Demand

Analysing search intent revealed a demand for clear, practical food safety guidance. In response, we created a Lead Magnet with actionable insights, positioning Chomp as an industry authority while attracting qualified leads.

Targeted Advertising

We launched Google Ads to reach users actively searching for food safety solutions and Facebook Ads to target a broader audience through interest and behavioural targeting. The campaigns were designed to drive engagement and lead generation.

New Landing Page for Lead Generation

We designed a new page that emphasised urgency, addressing pain points like confusion over Food Control Plans and the stress of compliance, positioning the guide as a simple, actionable solution. To build trust and transparency, the landing page outlined the guide's contents, covering what a Food Control Plan is, how to choose the right type, step-by-step setup, record-keeping, and audit preparation. A streamlined lead capture form ensured easy access, minimising friction while maximising conversions.

The Results

In just 13 days, Chomp's campaign generated 53 qualified leads with a 20.7% conversion rate and 159 page visits.

The initial results of Chomp's campaign exceeded expectations and delivered impactful growth in lead generation. Within less than two weeks since its launch, the campaign drove 273 visits to the new landing page and generated 56 qualified leads, with an impressive conversion rate of 20.5%. This result stands out, especially compared to the next two highest-performing forms on Chomp's website, which saw conversion rates of 23% with 87 visits and 35% with only 22 visits. The new form's ability to maintain a high conversion rate while driving significantly more traffic showcases the success of the Lead Magnet strategy in reaching and engaging a highly qualified audience.

Key Takeaways

Targeted Keyword Analysis Drives Results

Conducting a thorough keyword analysis can identify growth opportunities and inform content strategy, resulting in increased traffic and qualified leads.

Effective Lead Magnets Engage and Convert

Providing valuable, tailored content through a free Lead Magnet can significantly boost engagement and lead generation, as demonstrated by a strong form conversion rate of 20.7%. The success of this initiative was rooted in Chomp's extensive expertise and deep understanding of its industry, clients, and subject matter. This enabled high engagement and trust-building with potential clients, further solidifying its reputation as a reliable industry leader.

Multi-Platform Advertising Maximizes Reach

By running ad campaigns on Google and Facebook, we effectively attract both high-intent searchers and a wider audience based on their interests to drive substantial traffic and conversions.

"Working with Data Story has stepped up our lead-generation efforts. Their data-driven approach, including targeted keyword analysis, led to the creation of a valuable food safety resource that directly addresses our audience's pain points. By combining this with advertising campaigns and a custom landing page, we quickly generated high-quality leads."

Jen-Ni Quante, Marketing Manager

Work with Data Story