Every customer touch-point presents an opportunity to improve conversion rates.

Does your business rely on marketing campaigns to generate interest in your services?
Do you rely on your website to generate enquiries, bookings or sales?
Do you have sales people handling phone & email enquires and converting them into customers?

If so, we can identify missed conversion opportunities, implement improvement plans and make your business more profitable.

Call us on 01507 463 455 for an obligation-free chat about how we could help optimise your conversion rates of your business.

How we can help.


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.

Every client’s requirements are different, so we always adapt what we do to fit.

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.

Want to know more?

If you would like to improve your profitability, give us a call on 01507 463 455, or fill in the form below and we’ll call you back.

Some of our core services.

End to end Marketing Strategy

Review and improve your whole Marketing Strategy to maximise ROI

Campaign performance improvement

Analysis & improvement of digital campaigns such as PPC, banners, affiliates and more

Email Marketing

Generate incremental business from your contact database and improve your communications

Mobile responsive websites

Design, build & maintenance of mobile responsive WordPress websites

Search Engine Optimisation

Improve your search engine rankings and your website’s visibility

Social Media

Increase your audience and improve engagement on your social platforms

Sales performance improvement

Performance analysis, regular MI, training, issue fixing and revenue & ROI improvement

PPC Campaign Management

Management of Pay Per Click Campaigns across Google, Yahoo, Bing and on Social Networks

Blogging & Copywriting

Blog article writing, website copy writing and brochures.

Some recent reviews.

With their extensive experience in the ophthalmic surgery market, IOL have transformed the performance of our digital marketing activity – almost quadrupling our website conversion rate! The new mobile responsive website he built for us looks and works fantastically well, and our PPC campaigns are performing better than ever. With their continued support, we’re confident there is more improvement yet to come.
Lee Brearley
Lee Brearley
General Manager, The London Eye Hospital
IOL are a valuable asset in any type of marketing campaign.
Able to turn their hands to any project or any subject, utilising both creative and analytical skills to meet tight deadlines. They are a pleasure to work with!
Tony Veverka
Tony Veverka
CEO, BioEden Group
I’ve worked with Sam at IOL, both as a client and supplier, on a wide range of digital marketing projects covering email, Search Engine Optimisation, Pay Per Click and websites. Sam’s support over the (many) years has been invaluable and I’d have no hesitation recommending him.
Martin Dower
Martin Dower
CEO, Connected UK
Sam was an extremely flexible and committed member of the team who could turn his experience to a host of different challenges. He transformed our Marketing approach on digital channels, developing new strategies across CRM, SEO and Social channels. He then took this experience further by leading teams within our call center and relaunching our DM campaigns to improve our overall patient journey.
Jon Hughes
Jon Hughes
Commercial Director, Ultralase
As Marketing Director, and latterly our Marketing Consultant at Freedom Clinics, Sam was responsible for the end to end strategy and budget allocation. This included a rebranding, website redesigns, email marketing, digital marketing campaigns and much more.
Diane McKeracher
Diane McKeracher
CEO, Freedom Clinics
Back in 2012, IOL helped us achieve several 1st page Google rankings, many from well outside the top 100 rankings. They’ve always provided valuable guidance, helping shape our online marketing strategy. Their attention to detail, honesty & can-do attitude make me confident in recommending them.
Dean Bartle
Dean Bartle
Founding Partner, Better Placed Recruitment
Having reviewed the performance of our website and campaigns, IOL identified & fixed a number of issues and implemented several conversion improvement ideas. So far we’ve seen a 4-fold increase in conversion rates. Their commitment, analytical approach and knowledge of our industry make them a pleasure to work with, and have cemented their place as an important part of the London Eye Hospital team.
Julian Prieto
Julian Prieto
Head of Marketing, The London Eye Hospital
IOL have been responsible for planning & deploying our email marketing strategy to drive incremental sales from our contact database. We’ve seen significant increases in business generated from our database since they took over. I wouldn’t hesitate in recommending them.
Derek Oliver
Derek Oliver
Founder & CEO, Infoserve Group
I’ve worked with Sam at IOL on countless occasions as a client, supplier and consulting partner. He has a great work ethic, is very solutions driven and focused on helping his clients deliver exceptional value from a full range of direct marketing communications and web development strategies.
Mike Hill
Mike Hill
MD, Marcom Direct

About us.

For almost 15 years, IOL Marketing Founder Sam Crowther has been specialising in all things Digital – and now focusses on Conversion Rate Optimisation.

“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

Some previous clients.

How we work.

# 1

Analysis and Planning

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.

# 2

Implementing the Plan

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.

# 3

Reviewing Performance and on-going support

We continually monitor performance, produce regular reporting and provide on-going support to drive sustainable conversion rate improvements.