Teachers Building Society

Website: www.teachersbs.co.uk

Teachers initially engaged us for our Development capabilities, and have since taken advantage of our eMarketing, User Experience and Applications offerings to gain an edge in the highly competitive mortgages and savings markets.

Objectives

• to represent the new offline brand and key messages in a new website
• to ensure that the new website was search engine friendly
• work with a limited budget while delivering full website content management
• to increase the quality and quantity of website visitors
• to increase conversion of website visitors to enquiries

Appius initially completed a rapid website build with full content management and bespoke quote tool functionality without incurring content management system licence fees. This achieved the objective of visually aligning the new website with offline materials and messages.

Our eMarketing team conducted extensive keyword research to influence site content and developed complimentary Natural Search Marketing and Pay Per Click campaigns, delivering increased visitor levels, quality of visitors and therefore enquiry levels.

Next our User Experience team conducted Usability Testing with teachers and educational professionals at various stages in the purchasing life cycle to generate improvements and recommendations for the newly launched website.

Setting up new Traffic and Conversion Analytics solutions has given the eMarketing team great insights into visitor behaviour and trends while providing multi level performance measurements including Return On Investment (R.O.I.) data for eMarketing campaigns. In essence the analytics solution has proved invaluable in managing campaigns and making new website recommendations through expert analysis conducted by Appius.

Results in this new relationship have been exciting to date and Campaign Management work and general account planning promise even more for the future.

Results

• usability Testing unearthed 15 key recommendations for improvements
• website traffic levels increased by 23% after re-build
• over 1000 specific visits from sponsored links, based on teacher specific terms
• users visitors leaving at homepage reduced by over 15%
• numbers of pages viewed by visitors increased by over 26%
• monthly mortgage applications increased by eight times

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