Saepio
Saepio, a premier Marketing Asset Management solution, had a critical business problem. Qualified monthly leads from their website had fallen by more than 50%. The company didn't know why this was happening or how to solve it—yet needed an urgent solution. Saepio approached Two West for help in defining a cost effective solution that could be fully implemented in just six weeks.
The Two West Solution:
We leveraged the Two West WaveMaking process, which is our methodology for winning shoppers through emotion.
- Ripple: Scanning the waters for opportunity.
- Swell: Forming an unstoppable idea.
- Surf: Turning momentum into action.
Ripple: Scanning the waters for opportunity
Two West dove into the shopper's world to identify the little things that could have big impact. We worked with Saepio to collect key website statistics and user data, and conducted an in–depth website audit that included usability, functionality, content, creative and search. This rapid but deep dive uncovered a number of challenges that were impacting qualified leads:
- Saepio’s product offering and benefits were not clearly explained to potential clients.
- The site was not leveraging the look, feel and voice of the new brand.
- The site was copy heavy and content was not clear and concise.
- There was no clear direction or path to reach a salesperson.
- Keyword and search were not driving the right traffic to the site.
Swell: Forming an unstoppable idea
Based on our findings, Two West defined a series of cost effective and timely recommendations to drive more qualified traffic to the site, leverage the new brand, and improve site navigation in an effort to increase qualified leads. With cost and timing being critical to the effort, our recommendations included:
- A web re–skin to bring the new brand identity to life.
- Clearer, more concise and descriptive product focused copy for the main pages.
- New user paths and scenarios to help users easily find relevant information and contact a sales person.
- Search Engine Optimization to ensure the right people were being driven to the site.
Surf: Turning momentum into action
Two West’s creative team leveraged the learning from the research to re–skin the website in just a few short weeks. A new wireframe was built to address navigational issues, and content on key pages was rewritten to make it less copy heavy, provide clearer product descriptions, and to give the site greater brand and message consistency. To ensure a flawless end user experience, Two West built and tested the site in–house.
Our analytics team also became experts on Saepio’s competition, users, target market, brand and products and leveraged this knowledge in optimizing Saepio's search engine marketing.
The Results
While specific results were not released, Saepio says they have "significantly exceeded" their goal for qualified monthly leads.