NEC CASE STUDY: IDENTIFY AND REPAIR HOLES IN ONLINE SALES FUNNELS

THE CHALLENGE

Following a £300 million takeover by private equity firm LDC, The NEC Group wanted to optimise the journey of visitors to their website, and identify the performance gaps in their online sales funnels across their portfolio.

90-day

action plan to drive ROI

5X

high impact recommendations

+37%

increase in lead volume

THE SOLUTION

Detailed analysis, followed by a fast, effective 90-day action plan

Using our comprehensive proprietary auditing tool, we carried out a detailed assessment of all the online properties in the NEC Group portfolio and its competitors. The insight we gathered from this data enabled us to produce a list of 5 high impact recommendations which were presented to the client’s’ internal digital marketing team.

The assessment tested subjective metrics from Branding, Design and Core Proposition to more technical subjects like page-speed, mobile compliance & the performance of data capture triggers.

Utilising this data we then tracked a key sales funnel for the NEC and mapped out a number of recommended changes to optimise it.

Clearly identifying these changes helped the digital team implement them in a short period of time, allowing them to maximise the benefits. Once implemented, the changes were then tracked and measured against the previous version.

THE RESULT

NEC rapidly experienced incredible results:

+37% increase in lead volume

90-day turnaround to ROI

5x high impact recommendations to ROI

Next steps

Our client within The NEC Group was aware of some of the issues highlighted. The independent we provided report reinforced and supported their own internal beliefs. Having compelling external evidence, enabled the digital team at the NEC to build awareness for the work to be actioned.

Following a rapid 90-day implementation of our recommendations, the client reported an outstanding 37% increase in conversions in one of their main lead funnels. This was then implemented across other portfolio websites in the NEC group.

OUR SUMMARY

Audit of Digital Gaps

An in depth data audit of NEC’s entire digital footprint revealed gaps where competitors were excelling. Our Digital assessment also highlighted a number of UX best practice opportunities to increase performance.

High impact recommendations

The report we presented back, listed 5x high impact recommendations which could be carried out within 90-days. Tests were carried out using our panel of experts and scores aggregated to support our findings.

Rapid execution

All recommendations were focussed on the fastest ROI. The result recovered budgets and enabled further development elsewhere in the group.

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