Analysing and optimising digital marketing campaigns such as PPC, SEO, display and social media advertising to maximise click through rates and generate higher volumes of quality website traffic.
Increasing website conversion rates by improving content & navigation, landing pages, split testing, CTA prominence, booking systems and the use of responsive design to improve mobile conversion rates.
Using sales performance analytics to identify inefficiencies and improve lead conversion rates with training, regular MI and the optimisation of telephony, email marketing, SMS and direct mail activities.
Some clients are already aware of specific areas that need to be improved, a PPC campaign for example, or the conversion rate of the website on mobile devices, or how well inbound calls are dealt with. On the other hand, some clients simply want to generate more business and get a higher ROI from their marketing budget.
We tailor our approach to each client, but generally we follow a 3 step process of analysing current performance and producing an improvement plan, implementing the agreed conversion rate improvement activities and continually reviewing the the performance improvement and driving ongoing development.
“I set up IOL Marketing in 2012 after running the digital marketing team at Laser Eye Surgery provider Ultralase and being Marketing Director at Freedom Back Clinics. We specialise conversion rate optimisation throughout the Sales & Marketing funnel, covering everything from improving the performance of SEO and digital campaigns, to optimising the conversion rates of customers’ websites, maximising the conversions from email & offline communications and analysing & improving sales processes. Our aim is to identify & fix leaks where conversion opportunities are being missed, ensure that all possible barriers to conversion are removed and that all touch-points are optimised. We take an analytical approach to ultimately ensure the best possible ROI from every pound spent on Marketing. Our overarching aim is ultimately making our clients’ businesses more profitable“
The first step is to analyse the existing performance, either in specific areas of concern, or across all of the marketing & sales processes. This enables us to identify inefficiencies and come up with a plan to improve conversion rates.
Once we’ve identified areas for improvement, we work closely with the business to implement the conversion rate improvement plan, be that to improve the click through rates from PPC campaigns, optimise the landing pages to generate more leads or establish email marketing programmes to convert the leads.
We continually monitor performance, produce regular reporting and provide on-going support to drive sustainable conversion rate improvements.