Founded in 2004, Wise is a web development company that specializes in e-commerce development. They also provide web and mobile app development services to businesses of different sizes.
Wise decided to engage Invesp in August 2020 after a recommendation from one of their clients. Although the company spends tens of thousands of dollars on paid campaigns on both Google and Linkedin, it struggled to generate qualified leads.
“A client recommended that we speak with them [Invesp] about improving our marketing and lead generation efforts. We needed help with our marketing initiatives to improve lead generation.”
In this project, Invesp’s main task was straightforward: build and optimize a lead generation funnel.
Our team had to kickstart this project by mapping the customer journey of Wise clients. Mapping the customer journey meant that our team was to go through every touchpoint that their clients had with this brand.
Before engaging Invesp, Wise had never worked with a CRO Agency before. Their knowledge of conversion optimization was basic – this also means that our team was responsible for training the Wise team on optimizing a lead generation funnel.
Fostering an experimentation culture is never easy when dealing with companies that are not used to conversion optimization.
Our team for this project included a strategic lead, a senior CRO specialist, a senior UX designer, and an analytics specialist.
Following our SHIP optimization process, our team drilled for conversion hurdles and opportunities on the Wise site. During this phase, they used a combination of expert reviews, data research, and customer feedback – this helped develop a targeted approach to optimizing Wise’s lead generation funnel.
Within the first month, the team had identified close to 100 conversion issues on the different landing pages.
As part of the optimization process, the Invesp team created a complete marketing automation campaign that ensured accurate data flow between the landing pages, the marketing automation software, and the CRM.
“Their team manages organic and paid advertising on Google, Facebook, and LinkedIn to generate leads. They also helped build better landing pages by designing them in ways that increase traffic to our website.”
Having identified a list of conversion bottlenecks on the landing pages, our team used our prioritization framework to rank and assess which issues present low-hanging fruits and the most impact on the bottom line.
Knowing which conversion bottlenecks to fix first, our team launched several hypothesis-based tests every month. The idea behind this was to figure out an ideal optimization treatment that would generate more leads.
Our team conducted weekly status meetings to keep the Wise team updated about the different experiments’ status, discuss new testing plans, and receive feedback on the current work.
“During our regular meetings with the project manager, we review what they prepared for us and discuss results. They’re a responsive team.”
Although Wise hired Invesp to generate more qualified leads, they got a fully optimize sales funnel. The number of marketing qualified leads increased by 45%. The cost per lead droppped.
“Our engagement has been successful. Invesp helped us dramatically decrease our cost per lead, and I’m happy with it. We had nearly given up on Linkedin advertising. They made it work and work well. When we first started the campaign, I was unsure if we needed as many SDRs on staff. We have since doubled the number of SDRs working for us.”