We dramatically improved ExpenseIn's CPA and marketing ROI
ExpenseIn is a software as a service for businesses who need an easier way to manage expenses.
We worked closely with their team to develop and execute a strategy that enabled them to reach the right audience and move them to action.
We worked on:
- Audience research
- Website design & development
- Paid Ads
- Ongoing solutions in response to evolving customer needs
Launched in less than six weeks, the result is a responsive site that intertwines their existing brand identity and compelling content, with focused calls to action.
Increase in trial & demo conversion rate
Increase in organic search traffic
Most importantly, this collaboration has resulted in vast improvements to ExpenseIn's cost per acquisition, driving the ROI of their marketing and proving to investors that ExpenseIn is a serious opportunity.
Research & Planning
This stage involved meeting with key stakeholders to build a comprehensive understanding of ExpenseIn and the problems that they face.
The main goal of the project was to remake their website specifically to attract larger businesses to their SaaS (which is charged on a per-seat basis).
Information gathered from their demonstrations and customer feedback allowed us to build personas which reflected their ideal customers, down to the terminology that they use to describe their own problems.
It also enabled us to build an understanding of the prospects that ExpenseIn didn't want to target, due to high support costs and low life time value.
Ultimately this stage resulted in a set of customer journeys that were used to guide the content, design and development stages.
The next stage involved developing the creative content, including copywriting, iconography, and other graphics.
Website design & development
We carefully designed the website to accentuate the impact of our content, considering our research to ensure that the conversion rate would be high. It's fully responsive, working seamlessly across devices.
Using the latest web technologies (including HTML5 and CSS3) this site was developed in-house and runs on the ASP.NET MVC framework (an existing part of ExpenseIn's software stack).
We've worked on copywriting for a number of ExpenseIn's paid ads and delivered custom landing pages that have helped to further increase the results of their marketing campaigns.
Ongoing solutions in response to evolving customer needs
Along with new landing pages for PPC campaigns, we've also delivered solutions to support their acquisition of enterprise clients. One of our recent projects has included highlighting the security and stability benefits of their service.
And since they've been working with bigger, more well-known brands we've been able to add more compelling social proof to their landing pages.