Creating a Personal Experience and High Conversion Rate for a New Brand Launch (spoiler alert: we did good.) Our client brought a fan-freakin’-tastic idea to the table, a financial comparison website with a personalised touch. We put our heads together, mashed up our knowledge and turned their dream into a reality. Iterate worked closely with Klyp’s truly impressive Creative & Development teams to create a
website that is not just handsome, but delivers on UX & CRO.
Here’s what one of our favourite clients wanted us to do:
Personlyzd had some pretty genius ideas floating around in their mind palace, but the
cookies were a little undercooked. The only solution rested in the soft, welcoming embrace only iterate could provide. We pulled together as a team and formulated the process, users, target market and helped build it from the ground up, helping this caterpillar go full butterfly. After many brainstorm sessions and workshops, we did it, we effectively mapped out the entire process from start to finish for each individual service. We also mapped out how each service integrated with each other (but we don’t mean to brag).
We’re talking the basics, we practically drew up these plans in cave drawings. Loin cloth attire was encouraged at all meetings. It didn’t really catch on though. Weird. Anyway, here’s some of the questions we asked:
Our clients love to set stretch goals for us, and that’s okay, we eat stretch goal salad for lunch. And listen, we’re not going to lie, we blew this one out of the park, like full home run out of the park… but you’ll have to keep reading to find out how.
Personlyzd gave us a few pretty giant goals to achieve, and honestly, we thought they were a little crazy considering they were a new brand entering the market, with a new website. But if there is one thing we do at Iterate, it is shy away from a challenge. Kidding, of course. We smashed those goals too.
Here’s the spicy goals Personlyzd set:
Planning out the website functionality was our first task. After many a workshop we pinned down the process and user journey from start to finish, across every service offering and tool on the website. A true mic-drop moment. But…
We needed answers. We had the questions but the answers to the questions were yet to be had. So we enlisted a bunch of anonymous survey-doers for user-research to provide the answers to said questions.
We used this information to develop some background information around our customers, who they are and what they want. We learnt about their values, when they would research certain financial services, and which ones they’d likely convert on. It’s safe to say we got our answers, and more questions. But answers mostly.
Every action going forward was based on baby’s first words, data.
After discovery came the fun part! Just kidding, we think all parts of this are fun, because boring things suck & we love our job. We used the process map to start developing our sitemap and information architecture. After we had a great base to work with, and we’re talking big, nice frosted bottom-tier wedding cake kind of base, then we went to work on the UX Design and Functionality.
We created wireframes for all key pages and for every step that the user would take throughout their journey. We took special note of key conversion pathways and made sure we presented the right information at the right time to make the path the conversion smooooooth. We made sure all values and USP’s were present at key points and that important information was easy to locate and understand. We ain’t playing no game of Where’s Wally here, ladies and gents. The red, stripy shirt man is in clear view and here to help.
With UX design done and dusted, it was time to tackle search engine optimisation across the entire website. We polished up this website until it was sparklin’ and made sure that all messaging matched the campaigns that the Klyp Marketing team had brewing.
Once the website launched we started tracking. Not the ear to the earth, tasting the dirt kind; We save that for team bonding exercises. We mean website tracking to capture every interaction that we valued. We made sure to set up a clear distinction between goals and events so that our goals were only tracking the final conversion while our events were tracking each step that the user was taking. That way we knew that our end conversion rate was based on actual leads, rather than interactions like PDF downloads, steps in the funnel, and other interactions. We aren’t fakers like those PDF download tracking companies. We’re the real deal and we care about goals that are actually making our clients money! Sorry we’re a bit passionate about data tracking…
The Personlyzd website ended up converting so highly that they asked Marketing to drop the budget. Now that’s what we call Nigel Thornberry levels of smashing goals!
Here’s what we achieved in just the first 2 weeks:
overall conversion rate
conversion rate for paid search alone
lead conversions in less than 3 weeks
We’re naturally stoked with the results from Personlyzd and it keeps improving each week as we make new iterations! We can’t wait to see how this website looks in 6 months time, not to mention it’s turned into a data gold-mine thanks to the amount of traffic it is already receiving.
I’d love to…