Usability Case Study - PRWD Increase Clients Revenue Per Employee by Over 95%
Developing the business case for adopting usability as an integral part of your sales and marketing strategy is something which we work with our clients on, and below is a quote from one of these clients:
“The weekly, monthly constant contact with PRWD has enabled them to totally understand our goals and together Contact Packaging is moving forward. The previous 2 years have been very productive and to see such results makes the experience a very enjoyable one. “
To describe our user-centered design approach and the services provided we have produced the following case study.
Client Objectives
In January 2006 Contact Packaging wanted to transform their sales and marketing strategy, moving away from their traditional strategy of relying on salesman to generate new business enquiries, to fully embracing the online marketing channel. PRWD recommended that to deliver this new strategy, a user-centered design approach is used to maximise their return-on-investment and employee efficiency.
What We Did
We carried out a range of user-centered design services, including conducting user testing, in-depth competitor analysis, usability evaluations, A/B split testing and web analytic analysing to help develop a new sales and marketing strategy for Contact Packaging. Key elements of the process included:
| What we did | Why we did it |
|---|---|
| We carried out a usability evaluation of the existing website | This allowed us to identify where there were existing usability barriers when visitors arrive at the existing website, in turn providing the business case for making widespread improvements |
| We proposed and developed user-centered micro sites to promote key products and services | Providing exceptional increases in the effectiveness of their lead generation activities was our primary goal, and by developing user centered lead generation micro-sites meant that ROI for future online marketing activities would be maximised | We designed a user driven, conversion focused business presence | We wanted to transform the existing business presence into one which actually converts prospects into making online enquiries, rather than acting simply as an online brochure |
| We proposed, planned and continue to deliver search engine marketing campaigns | With the user-centered micro sites in place, we knew the search engine marketing campaigns would continually convert to a much higher level than if we hadn’t optimised the usability of the landing pages from search engine marketing |
| We conducted split testing on their lead generation websites | As part of our continual drive to improve the conversion rates of the lead generation websites, conducting split testing has allowed to further refine the usability and effectiveness of the sites |
| We followed a user-centered design approach to develop their new e-commerce store | To develop such an integral business platform as Contact Packaging’s e-commerce, we only use a User-Centered Design approach, as this is guaranteed to increase conversion rates and basket sizes |
| We proposed and developed a new business blog | Contact Packaging now have a further marketing tool for their business which allows them to attract potential customers from previously un-tapped online communities and networks, whilst giving their business a greater sense of personality and customer connectivity |
Results
During the last 2 years Contact Packaging has seen:
- the cost of internal sales staff decrease by 30%
- the number of employees decrease by 30%
- online enquiries increase by over 2000%
- turnover increase by 20%
- revenue per employee increased by 95%
- profit margins increase by 150%
- the conversion rates on lead generation sites increase by 400%
- the conversion rates from online customer sales enquiries improve from 10% to 40% compared to traditional cold calling sales methods
Return-on-Investment
During the 1st 2 years working with PRWD, Contact Packaging has seen a Return on Investment of:
- over 900% on their search engine marketing (Google) budget
- over 1200% on their marketing and usability budget
Long Term Plans
Contact Packaging and PRWD continue to work closely together to continually improve the performance of the online sales and marketing activities. This includes the major move into e-commerce during 2008, when PRWD used their in-house e-commerce platform UCDcommerce to deliver Contact Packaging’s new e-commerce website.
Contact Packaging continues to introduce PRWD to other business owners looking to modernise their business operations, whether this be in online sales and marketing or internal business systems.
Client Quote
“PRWD has given inch perfect attention to detail in ensuring we continue to impress the new customers visiting our sites. We have increased our professionalism through PRWD and we are currently dealing with many blue chip organisations throughout the UK. The weekly, monthly constant contact with PRWD has enabled them to totally understand our goals and together Contact Packaging is moving forward. The previous 2 years have been very productive and to see such results makes the experience a very enjoyable one.”
Further Client Quote
“PRWD has expertise in search engine optimisation, and this has proven to be vital with online advertising with Contact Packaging. Our various micro sites appear on the first page in natural listings throughout the www. The on-going search engine marketing campaigns are getting stronger everyday seeing us receive countless enquiries for our products and services. “
Company Contact
Jon Lynch – Director
Contact Packaging Plc
0844 499 1200
Tags: business case, case study, ucd, User Centered Design
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5:17 pm
20th November 2008
[...] when using a system, we deliver return-on-investment in a way which we have recently documented in a case study on User-Centered Design. Share and Enjoy: These icons link to social bookmarking sites where readers can share and [...]