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Case study

A new audience means 218% more form-fills.

Client

ANS

Sector

IT Consultancy

Process

Audience Brand and Content Workshops, Information Architecture, UX and UI, Website Development, Content Writing

ANS is an industry-leading digital transformation partner. The team takes cloud, security and business apps and makes them easily implementable and manageable for enterprises and SMEs alike. Making intimidating targets feel achievable for a client in a state of flux: a digital transformation firm going through its own transformation.

The challenge

Having acquired the SMB-focused UKFast, ANS needed to adjust their messaging, product architecture and website to reflect that they no longer worked exclusively with enterprises. Their marketing automation, too, required a dramatic rethink.

It was vital that neither audience – SMB or enterprise – felt alienated or confused by ANS’s newly two-pronged offer. After all, the ANS team had some lofty targets to hit, including a 15% increase in website visitors; a 25% increase in pages per session; and a 100% increase in form submissions.

Our response

  • We created new information and product architectures that thoughtfully partitioned SMB and enterprise audiences.
  • Crafted clear, tailored, empathic messages to SMB and enterprise personas – always saying the right thing, at the right time, in the right way.
  • Launched accessible new product pages for our SMB audience, helping them see how and why digital transformation was relevant to them – and nothing to be intimidated by.
  • Sharpened up the martech stack: integrating forms with Pardot, and improving tracking with Google Tag Manager and Analytics.

The reaction

“The team were detail-obsessed and incredibly customer-focused, building out comprehensive user journeys for the new site, and planning, designing and delivering it from there. The new website is already receiving more qualified leads from SMBs – which we’re now able to confidently report on, thanks to the thorough tracking established by the team.”

Sophie Cornock, Integrated Marketing Director, ANS.

Our Work & Expertise