600% INCREASE IN CONVERSIONS
VISITORS TO LEADS
CASE STUDY
SUMMARY
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WHO ARE
DALE OFFICE INTERIORS?
Dale Office Interiors are a commercial office design and fitout company, specialising in building high performance work spaces. They work with businesses across a variety of industries to deliver results, taking into account company needs and goals and creating office spaces to meet these needs.
THEIR
CHALLENGES
Low
conversion rate across the site
After 35 years of working in the industry, Dale Office Interiors has built an incredible reputation for delivering excellence to companies across the UK. They were getting a lot of repeat business, and a steady source of traffic, but weren’t seeing a high conversion rate on the website. From a marketing point of view, one of their biggest challenges was expanding their reach, and bringing in new leads rather than relying on reputation and repeat business alone.
After boosting traffic by 50%, they noticed that the conversion rate wasn’t moving inline with this, and started to look for ways to improve the amount of leads being captured. This would involve not only on-site work, but also establishing themselves solidly as a thought leader within the industry.
OUR
APPROACH
New
buyers journey and persona
Early on, we knew that the focus of the work needed to be conversion optimisation - Dale were achieving good traffic numbers, and were posting some great content, but the leads just weren’t converting as much as we wanted. This was due to a lack of on-page conversion opportunities, as well as no further marketing assets to direct visitors to. We needed to establish a clear buyer’s journey, and align the content we had to this.
To begin, Axon Garside and Dale undertook detailed persona work, in order to understand the unique challenges that their customers faced. From this, we could organise the content into a cohesive journey, and identify gaps in the process for future potential assets. Taking a collaborative approach, we mapped out these assets, and John was able to quickly design and create them with our direction. These assets have been highly successful, with CTA conversion on their most popular blog rising from 0% to 9.23% in Q1.
"Ahead of everyone else"
Here's what John Elliss, Marketing Manager at Dale Office Interiors, had to say about our work:
"They [Axon Garside] understood exactly where we wanted to go with things, correspondence was always sharp and to the point, and quick, and beyond that it was recommendations from peers - stating how good AG were and how supportive they’ve been to their business. So all of those things cumulatively worked together to mean that [Axon Garside] came ahead of everybody else."
THE
RESULTS
Working with Dale, we wanted to optimise for higher conversions by deploying the knowledge of both teams, working with the existing marketing team to see better results. Over time, we noted a drastic increase in conversions, even with similar traffic numbers, and found that more leads than ever before were coming into the business. The leads coming through were also of a very high quality, and more often than not the sales team were letting John know how effective the marketing had been!
It was essential that we took the time to understand the mindset of their buyers, and optimise effectively for this. With this approach, we could utilise Dale’s marketing team and in-house skills, and our knowledge and advice, to create a marketing strategy for success. The numbers speak for themselves - we achieved 30-60% conversion rates across 6 asset landing pages (all created just this quarter).