Case studies

Learn how we updated and improved our key membership pages to increase conversion and improve the quality of leads with simple customer-centric copy changes

To stay ahead of the competition, you need to keep monitoring and reviewing your key sales pages - are they converting, how much is it costing per user to convert and how can you improve conversions? At Smart Insights, we'll hold our hands up and admit our key Business Membership sales pages were due an update and so we started work on these at the beginning of the year. Here's how it went...

The problem

We had four landing pages that were designed to describe the value proposition of Business Membership and direct users to relevant pages to find out more: The overall generic filter page that is used to capture leads who would like to learn more about the different types of Business Membership, without delving too deep into…

Discover how AWA digital defied "best practice" to drive up conversion rates for a global car rental company

Discover Car Hire, a fast-growing car rental comparison and booking site, came to conversion rate optimization (CRO) agency AWA digital for help increasing the profitability of their website. To Discover Car Hire, "profitability" meant an increase to both conversion rates and average revenue per session (RPS). Car rental sales are always important, but most of the RPS boost came from their highly profitable upsells, so maximizing uptake of these was key to getting the best ROI. Using their proven methodology, AWA started the deep research that defines its process before creating a roadmap of hypotheses and split tests. [si_guide_block id="27373" title="Website conversion optimization planner" description="Stop losing valuable leads and sales. Use our website conversion optimization planner to map out your next project and ensure you're getting the most of our your…

Why your email campaigns might not be going directly to your subscriber’s inbox

Despite being one of the oldest forms of digital marketing, email marketing campaigns still boast one of the best returns for investment. The effectiveness of email campaigns really relies upon the success of your email deliverability and whether your email reaches the main subscriber inbox. This is something that is often overlooked by many email marketers. Email open rate and click-through rate are helpful, but if your email campaign isn’t delivered to a subscribers main inbox and ends up in spam or other email folders, it’s likely that these statistics might be distorted. [si_guide_block id="28969" title="Online marketing benchmarks statistics compilation" description="Use the best quality benchmarks gathered for all aspects of digital marketing in our twice-annually updated statistics compilation. They're ideal for getting a quick snapshot of how channels are performing on a global scale between many different industries and company…

Find out how Southbank improved their open and click-through rate with a simple email welcome sequence

First impressions in life are all important. This is certainly true in the world of email. Welcoming a new subscriber is a key point in a customer’s journey, and can be a substantial factor in their retention. At Southbank Centre, the UK’s largest arts centre, one of our challenges is around clearly communicating our vast and varied events programme. So what did we do? We sent a warm and welcoming email to those that signed up to our email list, either through our website or wifi. The first step in our strategy for a seamless email journey. Our messaging reflects the warm and friendly nature of our site. This is accomplished with the upfront greeting and upbeat copy to complement our newly introduced branding. Paired with…

Ephemeral content is not just a buzzworthy trend but also an actionable marketing tool that helps to reach your potential audience in a genuine way. In this article, I discuss 7 proven reasons why ephemeral content is important for your business and how to do it.

As a short-lived content, ephemeral content gains many users for a fear of missing out (FOMO). Thus, using ephemeral content as a part of your marketing strategy is a way to optimize Instagram marketing. It also helps to deliver your brand message and build brand awareness faster. [si_guide_block id="14062" title="Making the business case for investment in digital marketing" description="Strengthen your arguments to get budget by proving the value of digital marketing to your colleagues"/] Any proof needed? Let's take a look at statistics: Instagram Stories has 300 million…

The anatomy of a perfect case study varies from business to business, but looking at the bare-bones structure of what goes into an effective B2B case study that converts website visitors or leads, there is a formulaic structure in the delivery of every success story. We’ve compiled a list of action points for you to consider, tailor and apply to your business

Case studies should be part of every B2B inbound marketing strategy. Not only is it a great way to validate your product or service, but it also has SEO value, the ability to generate backlinks, and is a great tool to aid conversion. [si_guide_block id="47577" title="Download our Business Resource – B2B Inbound Marketing Workbook" description="Follow the templates for the 7 key inbound marketing tasks in this workbook to create your inbound B2B marketing plan"/]

Getting started

Whether your organisation provides a product or…

Learn how AWA digital helped Superfi increase conversions by a data-driven header test

Hifi retailer Superfi came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested research framework (see figure below) AWA gathered quantitative and qualitative data, cross-referencing findings to form test ideas. It became apparent early on that the website suffered from distracting links, leading people to non-sales funnel pages at key stages of the buying process and in the sitewide header.

How research feeds ongoing testing

Among the various research strands used for the project, heat mapping, Google Analytics and survey data stood out as offering some great insights for this test. As well as being able to…

Case studies on global brands and how they've created a story to support their content marketing strategies

According to a recent CMI survey, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan in place. At the same time, content marketing continues to become more mainstream as a recognized channel to help brands communicate, story-tell and convince their own audience and prospects. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/] But there is a growing challenge - there appears to be a lack of true understanding as to what and how content can help meet the many different types of organizational objectives? In many examples, the reason why so many content marketing strategies fail is because there simply is no business case. Where a number of content strategies fall flat is that they run right into the…

A case study showing how marketing helped this global retail brand move from struggling to surviving and prospering

Even the most successful brands occasionally face choppy waters. One wrong move, or more likely, a succession of poor moves as competitors 'up their game' can lead to decline. When this happens, not only is the brand's reputation threatened, but its bottom line as well. The Tesco brand is synonymous with shopping in the UK. After questionable investment decisions and multiple scandals rocked the business in 2013 and 2014, the company began facing unprecedented quarterly losses. Consumer confidence in the brand plummeted and sales began to reflect that new reality. Yet the commerce giant managed to turn things around and has been posting financial gains over the past year. How did it manage to do this? As it turns out, a lot of it had to do with improved marketing. Let's review one of the…

A case study of how a retail brand ran a personalisation program to improve engagement

Jack Wills, a retail fashion store, has used personalisation to boost conversions for new and returning customers. What results have Jack Wills seen since running their personalisation program? 12% increase in conversion rates 8% increase in Add-to-basket Reduced basket abandonment Using Monetate, a personalisation software for consumer-facing brands, not only has Jack Wills increased their conversion rates, they have also reduced their basket abandonment.

Personalisation is key

A number of changes were made to their online store - including 'sticky filter' functionality and personalised rules for displaying products to give customers a better and more engaging user experience. Through personalisation, new customers to the online store are shown product category pages with 'bestseller' products, whilst returning customers are shown 'new arrivals' on the same pages. This is because extensive…