Our client is an up-and-coming SaaS business that operates in a primarily B2B environment. The client’s offering is competitive, but the niche nature of their business means that the number of potential buyers is relatively small. With limited sales on the table and no shortage of competition, we had a fight on our hands to make our client stand out from the crowd.
Our client’s main objective was to earn more new business through their website. What made things different from a normal campaign was the niche nature of their field. There aren’t that many people in need of our client’s product, so while it would be possible to improve traffic, we were working with a fairly low ceiling.
Our focus had to be on conversions and the conversion rate. The month before the client started work with us, they recorded a conversion rate of 0.2%. That means, on average, they needed 500 visitors to their site to make a single conversion. That number needed to change drastically to get anywhere near our client’s sales goals.
To add more spice to the mix, the client had a big industry conference coming up and wanted our help preparing some sales materials — specifically, an eBook. That meant research, writing, editing, revising, and designing something that would impress potential clients, all in a matter of weeks.
How We Achieved It
The client signed up for a medium-sized marketing campaign with Exposure Ninja, which included Content Marketing, SEO, PPC and Design work. We allocated our resources between working on the eBook and working on the client’s website.
As mentioned above, the key to this campaign was the conversion rate. If we could improve that 0.2% figure to 2% or even 2.5%, we’d go from one conversion per 500 visitors to 10 conversions per 500 visitors, all without touching the traffic volume.
The client already had a fairly well-designed website, so instead of picking low-hanging fruit, we’d have to fight hard for every percentage point. We decided to roll up our sleeves and get to work rewriting copy across the site’s key pages and fixing any site issues that might impact conversions (like page load speed).
Our Content team worked hard to understand the needs of our target audience, then clearly articulated how our client’s offering could meet those needs. By making this clear in headings, body text, page titles and CTAs (calls to action), we made the value of the client’s offering immediately clear to people landing on the site for the first time.
This moved the needle, with the conversion rate improving from 0.2% to an all-time high of 1.99% over the next seven months! We were painfully close to our target number but couldn’t quite hit that 2% milestone we were aiming for. Fortunately, help was at hand. While it wasn’t our primary goal, we were also seeing substantial gains in organic traffic. A 144% gain when comparing the same month year on year. More users were coming to the site, and a higher percentage of those users were becoming customers. This culminated in a record sales month for our client that equalled the four previous months combined!
Last but not least, the eBook. Our content writers took what they had learned about the client’s business from rewriting the key pages and putting together an impressive content asset in record time (with the help of our hardworking editorial and design teams).
We managed to produce something that gave our client’s representative confidence at their conference and won plenty of praise from potential customers. It was such a success that our client immediately pencilled us in for part two. You can take a look at a couple of sample pages from that eBook below: