ISMS achieves a 456% conversion rate increase in three months - Webeo
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ISMS achieves a 456% conversion rate increase in three months

Compliance platform ISMS.online helps customers comply with over 100 standards and certifications using pre-built policies, step-by-step guidance, and asset management features.
They already had an excellent roster of happy clients and over 25,000 global users.

456%

increase in conversion

The Challenge

ISMS.online works with a wide variety of organizations, from global enterprises to tech start-ups. However, this campaign focused on SMEs in a carefully selected mix of industries, including computing, healthcare, and finance. ISMS.online decided it was time for a refresh. They identified additional URLs to add to their existing Webeo campaigns and aimed to increase the level of personalization served to SMEs.

 

1
Promoting products in line with prospect's pain points
2
Provide information that reflected the audiences knowledge level

In this case, ISMS.online defined “SMEs” as businesses with 1,000 employees conducting ISO compliance for the first time. Therefore, the personalization needed to reflect the target audience’s compliance knowledge level and goals.

Our Solution

Webeo provided industry, company size, and behavioral data to inform the campaigns. Based on this data and target audience research, we determined which ISMS products and services would be most appropriate to promote in line with the audience’s pain points and goals.

Plus, ISMS discovered that sustainability was a contributing factor to client churn, so we devised a strategy to weave sustainability messaging into the webpages.

The goal was to generate new leads by running 13 campaigns and delivering a higher level of personalization to the target audience.

Personalization in action

ISMS.online and Webeo identified multiple opportunities to further personalize the relevant webpages:

1

Headers: Adjusting the header to reference how easy it is to get started with ISO compliance, and how you can guide prospects at each step. ​

2

Logos: Showcasing client logos to point to case studies where ISMS.online helped small businesses achieve ISO for the first time. ​

3

Copy: Relating to the pain points and behaviors of SMEs when they handle compliance. For example, the copy referenced that some SMEs attempt ISO internally before reaching out to third parties for support.

4

Sustainability messaging: Weaving new sustainability messaging into the personalization.

Non-personalized version

Personalized version

Updated headline

Subtext updated to talk about sustainability

Client logos point to SME case studies

The result

ISMS.online achieved an amazing 456% conversion rate increase in only three months and a 351% uplift for matched data. The good news didn’t stop there—ISMS had plenty to celebrate:

36 additional conversions within the first quarter of 2024. 1 in 2.2 Webeo conversions converted to an opportunity. 6 out of 9 forms saw a higher conversion rate.

ISMS.online was able to continue monitoring the new leads and turning them into exciting opportunities. Moving forward, Webeo and ISMS will keep an eye on fresh conversions and continue to adapt the personalization to the changing needs of SMEs.

456%

increase in conversion

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