Clients & Partners

Hijingo

Time frame: Present

PPC focus driving awareness and bookings for new immersive entertainment experience in London.

Apria Healthcare

Time frame: Past

PPC campaign

OneFineStay

Time frame: Present

Our e-commerce and customer experience work is ongoing. Currently this includes CRO, UX and SEO, focused on increasing website traffic and retention. For example, we discovered that 34% of customers were using '2 guests' options in their selection criteria which was a significant majority of booking choices. So we tested a new option to pre-select 2 guests at the top of the box.. This simple addition increased traffic instantaneously!

Faberge

Time frame: Past

Our work focused on achieving higher customer sales conversion on the Faberge e-commerce site. Strategy & Tactics Using a range of tools including predictive eye tracking, scroll map and click map tools, it became clear that the user journey from product page to shopping cart was challenging. 'Add to basket' was difficult for customers to find below the website fold and a hidden 'click hotspot' sharing detailed product features, suggested this content was something visitors would like to access more readily. Results By expanding the product specification section, enhancing 'add to basket' visibility and creating a sticky CTA for mobile, we were able to drive 46% more customers to cart, resulting in an impressive 79% increase in sales.

Informatica

Time frame: Present

Background Informatica is a global leader in data intelligence, helping businesses manage and unlock the power of data Our Challenge To drive an increase in quality business leads with a focus on improving landing page performance Strategy & Tactics Web analytics showed us that most landing page traffic was moving towards pages with no lead generation opportunities and only 43% of traffic scrolled down to Informatica's product pages. Click hotspot analysis further revealed which product pages were of high user interest and could therefore be made more visible. The team also saw an opportunity to increase lead generation by requesting contact details for access to Informatica's extensive resource library. Results A subtle but effective solution transformed results. Through elevating the position and visibility for the products page and adding a 'view' call to action form for the resource library, 66% more visitors completed lead generation forms with a 12% increase in views.

The Ticket Factory (part of the NEC Group)

Time frame: Past

Background The Ticket Factory is the ticketing arm of the NEC Group, selling tickets for concerts, theatre, sport, festivals and events. Our Challenge To achieve a higher customer conversion rate from shopping basket to checkout. Strategy & Tactics We used Eyequant AI analysis to explore what challenge blocks could be at play on the shopping basket page. Distracting features included a prominent navigation search bar and hotspot analysis revealed that an option to 'show seats' was preventing a seamless journey to check out. The team also discovered that 50% of users were dropping out of the transactional journey as the option to scroll down and continue to checkout was located too far down the page. Results By removing the distracting navigation search bar and seat selection buttons and making 'get my tickets' a visible and sticky constant on the shopping page, 18% more users proceeded to check out with an 8% increase in transactions.

Mumsnet

Time frame: Past

Background Mumsnet is the UK's biggest network for parents providing a community forum, content and product reviews on parenting and many other topics. Our Challenge We were tasked to improve the user experience and conversion rates on the Mumsnet product review pages, making them easier for users to review and click through to products they liked. Strategy & Tactics We had had a tight time-frame with this project with no capacity to test a user case study or benefit from heatmap analysis. It was clear however that the CTA directing parents to retail partners was hard to find. Using a sticky CTA would improve visibility and click through. The review pages were also too text heavy but with added better design and colour segmentation,, we were sure the click through rate would accelerate. Results The a/b test showed a significant improvement. Page content re-design improved click through by 30% and the new sticky CTA improved click through by 20%.

Second Home

Time frame: Present

Background Second Home is a co-working space provider with inspiring locations in London, Lisbon and LA. Our Challenge In a competitive work space marketplace, their brief was clear. How can we help the business secure more leads - rapidly! Strategy & tactics The Second Home marketing team had been making website changes to optimise performance. However their process hadn't yet included A/B testing so there was no validation to help the team draw conclusions. The brief was simple and our tactics took the same clean approach to deliver a quick start and rapid turnaround. We analysed all the website 'call to action' buttons and tested design variations. Through making changes to colours, contrasts, visibility and locations, we helped the customer find their way from landing to engagement more quickly Results Our work focused on enhancing design aspects, enabling a visitor to 'book a tour' more quickly and easily. Our CRO tactics completely transformed the customer flow and contributed to a significant increase in incremental revenue.

Revenera

Time frame: Present

Background Revenera helps software and technology businesses optimise their products through cutting edge SaaS based support Strategy & Tactics Our 2021 brief began with a 3 month test project. One of Revenera's service products - InstallShield was noticeably showing less and less response to PPC over recent months. At the time we were utilising Display campaigns as complimentary leads to the PPC campaigns. We wanted to expand and see if we could drive leads from other acquisition audiences. The approach paid off! We built 'custom-intent' audiences that allowed us to target people currently researching specific topics, products, and solutions on the web. Market research helped us understand the client's persona to get the targeting just right. We designed 2 fresh set of banners promoting the demo download of the product. Results Within 3 months the results escalated from just a few leads each month to 301 leads. The cost-per-lead was $54.25 (18% lower than PPC leads). With this initial success, our campaign was renewed and we have now more than doubled the amount of product demo requests on a monthly basis

Ultra Commerce

Time frame: Past

Background: Ultra Commerce is a US based all-in-one ecommerce platform provider for B2B and B2C business sectors. Strategy & Tactics We were asked to help improve the performance of Ultra Commerce's Linkedin campaigns. With a series of e-Books for Linkedin customers, the associated advertising was not delivering quality leads. We had 5 weeks to make a difference! Our strategic approach focused on customer understanding. Through audience analysis, Linkedin insights and our own experience, we crafted a series of ads, inspired by the e-Book and optimised with topical headlines and bold simple designs. With 3 distinct audiences in mind including hard to reach C-suite targets, we set the ads to work. Audience job titles were hashtagged in introductory lines and customised copy was served to our diverse audience group Due to a pause over the Christmas break, the campaign worked in two time phases. This gave the team a great opportunity to draw rapid learnings from phase 1 and enhance phase 2 performance. Results Our awareness, clicks and lead generation grew incrementally over the two phases of the campaign. Although we were performing ahead of target in phase one, we accelerated the results in phase 2 to achieve 96% more awareness, 42% more clicks than targeted and 114% more leads than targeted. Our team blended deep audience insights, experience and initiative, drawing learnings from one time phase to another. This approach unlocked all possible audience triggers, whilst customised content was tirelessly refreshed, adapted or paused. As a testament to the focus, flexibility and diligence of our team, the campaign outperformed against all targets.

Webulla

Time frame: Present

Background As data solutions experts, Webbula helps business secure quality data and unlock challenges with a range of service options from email verification to data validation. Strategy & Tactics Our brief began with a one month test project. It worked. Using Linkedin as our lead platform, we doubled Webbula's enquiries with 80% converting to quality leads. In 2020, we were approached again. The Covid economic impact mean't leads had slowed down considerably. We embarked on a PPC campaign and our approach went back to proven campaign building blocks. We had to make life easy for time-poor targets to connect their needs with Webbula's solutions. Market research helped us understand the client's persona and in turn that helped us tighten up advertising content. We designed a fresh set of bold images, strengthened the campaign headlines and reinforced the answers to 3 top questions: Who, What and Why? We made changes to the landing page, elevating the important information and simplified the copy to enhance its clarity. But we also used smart bidding strategies to prevent keyword budget wastage and tested out a variety of hypothesis to work out which strategy worked most effectively. Results The campaign went from zero to 30 leads - proving that a blend of technical and audience insight, design and copy improvements can make all the difference.

Acuris

Time frame: Past

Acuris is a global platform that provides specialist news, analysis and research for financial professionals. The Challenge Linkedin had not been performing well for Acuris and our mission was to unpack the challenges and try a fresh approach. Strategy & tactics With a free and in-depth downloadable report available, it was disappointing that the Linkedin campaign had not served Acuris better. But we knew the target audience of CFOs, Analysts and Heads of M&A would engage well if we focused on relevant and attention grabbing content. We adopted a journalistic copy style that linked to relevant topical news, further enriched with simple graphic imagery. We also enhanced the landing page, creating gated content that enabled Acuris to follow up with interested parties and embarked on a re-freshed re-targeting campaign that had also not performed well in the past. Results A one month test trial went from zero to 150 leads with 70% of those targets converting to customers. These were results that Acuris had not seen before and enabled the business to successfully re-engage with its Linkedin community.

Moneyboat

Time frame: Past

Moneyboat is a UK short term loan provider, focused on transparency and flexibility. Our Challenge? Although the business had been growing significantly, Moneyboat was struggling to hit its target revenues, and a key Christmas selling period was not looking to achieve its objectives. The business had set a target to double YOY revenue from funded loans from £204k to £410k in December 2019. Somebody Digital were asked to deliver the ambition! Strategy and Tactics With a maximum cost of 20% set to secure funded applications, connecting with the right customers was key. Due to necessary financial regulations, the process of application for a funded loan can be lengthy. What's more, there are strict regulations in terms of paid digital marketing practice. With a short time-frame, limited tools and set costs, we had to be highly targeted. Google search ads became the most viable tool for us to to hit the target revenue and cost. We had to focus hard on the best performing keywords, and in this case, these are not the keywords with a high volume of applications, but the ones with a high potential of funded applications. Results The keyword and customer focus paid off. We surpassed the revenue target with over £420k from funded loans. The campaign was so successful, we had to slow down activity in the last 10 days prior to Christmas. What's more, the campaign was more profitable than expected with an average cost of 18%, below the target of 20%.

Meaco

Time frame: Present

Meaco sells seasonal heating and cooling products such as dehumidifiers and air conditioners at mid range prices. Meaco products generate less noise than competitors, securing the business several 'Quiet Mark' awards. The Challenge For Summer 2020, Somebody Digital were tasked to increase YOY revenue by 5 times with a minimum ROI of 10:1, focused on driving sales for cooling products . The ideal customer would connect well with Meaco's prices and quality assurance due to its multiple industry accolades and awards. Our campaign had to work smartly against a large re-seller marketplace including major brands such as Argos and John Lewis who were able to offer lower Meaco prices. Strategy & Tactics We understood the ideal customer was a mid to high spender with a taste for technological gadgets, willing to spend more on high-quality products for quality and quietness. We also knew that we had to adapt to weather triggers and search terms related to Meaco's unique attributes for quiet cooling technology. We employed a highly target and weather sensitive responsive strategy. The campaign optimised all of Google's agile algorithms and deployed smart text ads with copy designed to engage our unique customer profile. Results Our Summer campaign increased revenue from a target YOY multiple of 5 to 10 with a total seasonal revenue of over £300,000. We surpassed the ROI from 10 to over 12 and delivered an ROAS of 17.5% - over 46% above target.