Case Study: The Silver Birch

We Built a Food Delivery Website For London-Based Silver Birch

User experience, custom web design, WordPress, online food ordering.

What?

The idea.

Phollower is a social media startup that’s using artificial intelligence to help influencers in the fashion space to grow their social media channels. The way the platform works is by giving their users a way to amplify content through hashtags and mentions, as well as being able to identify and respond to comments and related posts in real time to grow their audience.

What is the desired outcome?

Business goals.

Phollower is a SaaS business that is ready to move from an Alpha stage and into their BETA phase. They have already validated their idea in the market and developed an MVP.

Conversion Rate

Increase the ratio of visitors that convert to free trial accounts.

User Experience

Create an interactive experience through the conversion funnel.

Identifying problems.

Since Phollower has completed their alpha stage after launching publicly in November of 2019, that means we already have established data from Google Analytics. We’re not going to be looking at the effectiveness of marketing channels right now so acquisition isn’t really what interests us.

We’re looking at increasing the conversion rate and filling any leaks in the funnel. So first and foremost, the metrics we’re looking for in Google Analytics are Audience Engagement, Trending Content and Behavior.

They’ve also had a heatmap running on the website that shows hotspots of where the visitors mouse hovers and makes actions. This helps us see how far down the page a visitor gets, how they interact with different elements and which information they connect with.

Breaking down an outdated funnel.

The word funnel is thrown around alot in the marketing world, there are 2 meanings that come together the most – a sales funnel is a business process to bring leads through their pipeline, 50 cold leads come through the top and a couple of hot leads trickle through the bottom.

In our case, we’re working with the conversion funnel – which is different. Our conversion funnel is an on-page funnel that starts with the header of a page, and finishes with a call-to-action.

Through the existing data and heatmaps, we’re able to see that alot (80%) of the traffic drops off before they move past the header. It’s an unusually high number so we can’t blame it entirely on the marketing channels sending the wrong audience. We’ve pinned this down to the fact that the messaging and copywriting at the top of our funnel doesn’t speak clearly enough to our audience. It’s currently very formal and doesn’t quite relay the core value sells of the product.

From the heatmaps, we’re able to see that the most action is taken on information that pertains to the products ability to help you broaden your audience. Without overthinking the customer persona, we can clearly see that broadening a social media audience is something that triggers interest and grabs our users attention.

How did we build the user experience?

Now that we’ve nailed down some of the general issues that we’re facing, we’re going to bring user experience into the equation. There’s a lot of misconceptions in what ‘UX’ actually means. This stems from startups and marketers portraying it as a fancy practise, the truth is – UX is simply engineering an experience that the user will enjoy, relate to and engage with.

Using user experience practises within an on-page conversion funnel helps us to keep users engaged whilst we gently push them to take action. Starting from the header of our site, to instantly grab their attention – we’ll make a statement about broadening their social media audience. It’s the core value sell of the product and it’s what most of the warm-traffic was previously engaging with.

We’re going to stay on the topic of broadening our audience by creating an entire block about it directly below the header area, we want to trigger interest from our traffic at this point. To keep the funnel juice flowing down towards our action, we’ll use a simple technique of “digestible” content blocks. We use 2 blocks of content, followed by an action, with another 2 content blocks and a final action at the bottom.

This builds the pages funnel and with the content in the right order, our user is interested, educated and led to make a decision through 2 separate actions. The first action is not a direct “buy” action, we’re going to offer something to users that takes them to our “decision” section, in attempt to instantly qualify them and skip some of the funnel.

What we used.

Tools and services we used.

The landing page was done with Photoshop and the dashboard elements in Sketch. We’re using GitHub for
version control, Google Analytics to track goals/conversions and we deployed the page on Google’s Cloud.

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