Driving improved conversion rates for NEST
NEST delivers an all-in-one solution to martial arts clubs, with cutting edge management software, business support and reliable fee collection designed to help businesses manage their clubs with ease.
With a long-term partnership in place, the team commissioned m360 to craft a new integrated marketing strategy covering a new website, organic and paid social strategy, and press advertising, with audience insights critical to the success of the project.
Seeking a killer conversion rate
The team were already building and investing in Meta ads as part of an historic paid media strategy, but were encountering considerable conversion challenges as soon as users reached the NEST website.
Following a thorough audience and user flow analysis, it was identified that the website’s user experience was hindering the businesses conversion rate. Visitors were struggling to locate the information they needed in order to make a decision on the solution that best suited their needs.
Harnessing data to improve acquisition
Our audit identified that NEST’s audiences preferred short form content, calls to action to guide their journey and playful imagery and assets, rather than a tone which felt too corporate. Using tracking software to map user journeys, we discovered that key pages were hidden or difficult to navigate, causing drop offs before critical actions could be taken.
Our team collaborated with NEST’s marketing, sales and development teams to create a user-centric site map before developing wireframes and designs which prioritised conversion rate optimisation (CRO). Each stage was informed by the data acquired within the initial audit, with audience behaviours central to the decisions taken.
Launching an integrated strategy
Following the launch of the website, we worked closely with NEST’s marketing team to curate an integrated marketing strategy consisting of organic social media, press adverts and paid media.
When building the paid media schedule, we harnessed A/B test data to inform Meta assets and content, including a new colour palette and more playful tone.
Across organic social, testimonial videos from martial arts clubs drove higher engagement alongside content which clearly presented compelling customer benefits.
Analysis of digital campaign data highlighted significant improvements in site navigation, conversion and sign up data, while press advertising complemented the wider campaign across leading industry publications such as FMA Magazine.
