Our Results Working With Personlyzd

Personal Experience

Creating a Personal Experience and High Conversion Rate for a New Brand Launch (spoiler alert: we did good.) Our client brought a fan-freakin’-tastic idea to the table, a financial comparison website with a personalised touch. We put our heads together, mashed up our knowledge and turned their dream into a reality. Iterate worked closely with Klyp’s truly impressive Creative & Development teams to create a website that is not just handsome but delivers on UX & CRO.

Here’s what one of our favourite clients wanted us to do:

1. Map out the entire user journey and information architecture across the website
2. Develop UX wireframes based on user research CRO principles – no assumptions (Ass, You, Me, you know the saying.)
3. Create a no BS, clean and simple interface across a number of different services and tools
4. Integrate the on-page messaging with the Klyp Marketing team to improve the conversion rate from the initial touchpoint & deliver results like it’s our due date
5. Discover more about their audience and key demographics
6. Optimise their website for SEO to go up against larger competitors who have been in the market for years to show them there’s a new sheriff in town

Pain Points

The Beginning of Op-time-isation

Personlyzd had some pretty genius ideas floating around in their mind palace, but the cookies were a little undercooked. The only solution rested in the soft, welcoming embrace only iterate could provide. We pulled together as a team and formulated the process, users, target market and helped build it from the ground up, helping this caterpillar go full butterfly. After many brainstorm sessions and workshops, we did it, we effectively mapped out the entire process from start to finish for each individual service. We also mapped out how each service integrated with each other (but we don’t mean to brag).

We’re talking the basics, we practically drew up these plans in cave drawings. Loin cloth attire was encouraged at all meetings. It didn’t really catch on though. Weird. Anyway, here’s some of the questions we asked:

1. Who is the customer?
2. What do they care about/value?
3. How does Personlyzd add value for the customer?
4. What are your USPs?
5. What are the key areas of functionality that we need on the website?
6. What happens after you collect a lead?

Goals

Very Stretch-y Goals to Hit

Our clients love to set stretch goals for us, and that’s okay, we eat stretch goal salad for lunch. And listen, we’re not going to lie, we blew this one out of the park, like full home run out of the park… but you’ll have to keep reading to find out how.

Personlyzd gave us a few pretty giant goals to achieve, and honestly, we thought they were a little crazy considering they were a new brand entering the market, with a new website. But if there is one thing we do at Iterate, it is shy away from a challenge. Kidding, of course. We smashed those goals too.

Here’s the spicy goals Personlyzd set:

1. 5-10% conversion rate
2. Drive online conversions, aiming for 6-8 leads per day
3. Fantastic user experience (not 100% quantifiable but we know)
4. Quality leads that their sales team could easily convert
5. Flawless functionality for custom built tools, meaning no errors and minimal negative user interactions
6. Get the most information from users in the least amount of clicks

Discovery and Research

Planning out the website functionality was our first task. After many a workshop we pinned down the process and user journey from start to finish, across every service offering and tool on the website. A true mic-drop moment. But…

We needed answers. We had the questions but the answers to the questions were yet to be had. So we enlisted a bunch of anonymous survey-doers for user-research to provide the answers to said questions.

We used this information to develop some background information around our customers, who they are and what they want. We learnt about their values, when they would research certain financial services, and which ones they’d likely convert on. It’s safe to say we got our answers, and more questions. But answers mostly.

Every action going forward was based on baby’s first words, data.

UX Design & FUNctionality

After discovery came the fun part! Just kidding, we think all parts of this are fun, because boring things suck & we love our job. We used the process map to start developing our sitemap and information architecture. After we had a great base to work with, and we’re talking big, nice frosted bottom-tier wedding cake kind of base, then we went to work on the UX Design and Functionality.

We created wireframes for all key pages and for every step that the user would take throughout their journey. We took special note of key conversion pathways and made sure we presented the right information at the right time to make the path the conversion smooooooth. We made sure all values and USP’s were present at key points and that important information was easy to locate and understand. We ain’t playing no game of Where’s Wally here, ladies and gents. The red, stripy shirt man is in clear view and here to help.

Optimisation, Tracking & Analysis

With UX design done and dusted, it was time to tackle search engine optimisation across the entire website. We polished up this website until it was sparklin’ and made sure that all messaging matched the campaigns that the Klyp Marketing team had brewing.

Once the website launched we started tracking. Not the ear to the earth, tasting the dirt kind; We save that for team bonding exercises. We mean website tracking to capture every interaction that we valued. We made sure to set up a clear distinction between goals and events so that our goals were only tracking the final conversion while our events were tracking each step that the user was taking. That way we knew that our end conversion rate was based on actual leads, rather than interactions like PDF downloads, steps in the funnel, and other interactions. We aren’t fakers like those PDF download tracking companies. We’re the real deal and we care about goals that are actually making our clients money! Sorry, we’re a bit passionate about data tracking…

Smashing Goals

The Personlyzd website ended up converting so highly that they asked Marketing to drop the budget. Now that’s what we call Nigel Thornberry levels of smashing goals!

Here’s what we achieved in the first month:

24 % overall conversion rate

25 % conversion rate for paid ads

764 goal completions (27 per day)