Performance
Results based marketing
At Assetz I learned to listen to the client first before making any marketing decisions. This became the foundation of results-based marketing. I learned to put the client at the centre of the decision-making process in terms of design and content and took tough decisions on occasion to place their needs above our own business and brand messaging. It is assumed that your brand should never be at odds with the client, but in an industry where we had to balance our image in a business to business context as well as in a business to consumer market, it had become that way.
Website Target KPI’s
+ Property enquiries
+ Generic enquiries
+ Coversion rate
+ Cost per conversion
+ Client registrations
+ Cost per registration
Results
| Pre-2012 | 2012 | 2015 | 2018 | |
|---|---|---|---|---|
| Property enquiries | 80 | 140 | 310 | 400 |
| Generic enquiries | 120 | 210 | 390 | 410 |
| Coversion rate | 2.8% | 5.4% | 9.5% | 11.1% |
| Cost per conversion | £22.00 | £16.10 | £8.92 | £7.15 |
| Client registrations | 425 | 610 | 1200 | 1400 |
| Cost per registration | £14.25 | £10.10 | £5.65 | £4.98 |
| Total New clients | 645 | 960 | 1900 | 2210 |
| Budget | £15,000 | £15,000 | £15,000 | £15,000 |
2015 redesign
After a successful update in 2012, we had to think deeper than just cosmetic changes and technology changes (moved the site to Bootstrap for mobile devices) when redesigning the website. So in 2015, we gathered as much data as possible from user behaviour on the site to client questionnaires and an internal feedback loop from sale staff in direct contact with clients. This whole strategy gave us a greater understanding of how we should speak to our clients, and what their motivations were.
.
We had restructured our website to match the motivations and interests of our clients even at the expense of some of our own messaging, and it had worked. The conversion rate of the site rose from 5.1% to 9.8% which created a huge surge in enquires and registrations on our site. Our design, structure and messaging had connected with our audience.