What do you do when you’ve tried everything before? Try, try and try again.
In the business of digital transformation, sometimes it’s all about one amazing, extensive change, but at other times, it’s about small, consistent and cumulative changes that transform the results, rather than the platform. That’s exactly what this case study is about.
The only way was onwards and upwards
Our task was to help them cut through all their knowledge, data and experience to find the changes that would drive real, measurable change, growth and improvement. We needed to do all of this, without disruption to their marketing tactics and platforms and without causing any negative impact to their current performance.
What we did
It all started with getting under the skin of this client, who they are, what they do, what they’ve tried before, what they know works and where they want to make positive changes. We sat down with the core departments in their organisation, including senior leadership teams, and followed the same interview script to establish feedback in a structured and organised way. This allowed us to understand issues at a departmental level, and at an organisational level.
A big FigJam figure out
With the raw feedback collected, it was time to get into FigJam and start making sense of it all. We layered over competitor research and performance data to validate feedback, add detail and create tangible objectives and measurable goals. We de-duplicated comments, created a S.W.O.T. analysis to understand the feedback better, used the question “how might we” to start ideating responses to some of the challenges raised. We prioritised problems to solve and possibilities to pursue using an effort VS impact graph and from there we established our quick wins, big projects, incremental jobs and the thankless tasks. Dependencies were considered, ways of working were suggested, and a comprehensive digital strategy was created.
A lot of acronyms later…
Now, we’re putting that digital strategy into practice. We’re prioritising their pay per click (PPC) marketing, focusing on conversion rate optimisation (CRO), looking at ways to improve their search engine optimisation (SEO) and documenting the performance data and successes by creating “what a good one looks like” reports, also known as WAGOLLs.
The idea is, that everything we do is targeted towards the key goals of the digital strategy, to increase the quantity and quality of their leads, without disrupting or diminishing their established performance baselines. That’s why CRO testing is at the heart of the strategy. Every idea, change and recommendation are carefully planned and considered, before being launched as a variant in either a split URL or A/B test, so we can accurately understand if the change is a positive one.
Only the best ideas and the changes that really work are then rolled out sitewide. Then baselines are reset, and the next idea can be tested. It’s constant incremental improvement. Along the way, the creation of WAGOLLs ensures that progress is preserved outside of individual knowledge and experience, and instead is shareable, understandable, actionable and repeatable throughout the business both now and in the future.
VWO SEO CRO WAGOLL WABOLL PPC TOV GA4 GTM
rounds of onboarding interviews have been completed and consolidated.
data driven, researched and referenced personas have been created to support better SEO & PPC targeting & personalisation.
pages have been designed and written to create a TOV WAGOLL.
separate Figma files and FigJam boards have been established to document new ideas, designs & content.
And there’s lots more work still to do!
This digital transformation is a marathon, not a sprint, and although things are off to amazing start, there’s still lots more work to be done, including:
- Even more CRO tests to really push the boundaries of success and drive conversion rates even higher.
- Brand updates and design refreshes across all their digital collateral to improve accessibility, user experience and engagement.
- New content creation to better educate users, keep compliant and improve relevance and quality metrics.
- Creating extra WAGOLLs to build the library of what works and why to future proof this research, testing and learning for the next generation of staff.
expected improvement from a key variant in the very first CRO test.
conversion rate increase quarter on quarter for one of the key consumer brands.
