Improve Conversion Rate and Marketing Efficiency

Since the new website launched there has been a significant increase in the ROI of the marketing expenditure. The website and all its components have contributed to a unified brand experience

The Share Centre is one of the leading UK retail stockbrokers. Founded in 1990 the company manages over 300,000 investors’ accounts and with 80% of The Share Centre’s transactions completed online, the website is fundamental to the success of the business.  The efficiencies derived from the Episerver implementation have enabled fluid content production and delivery, increased engagement with the brand and improved acquisition.

The Share Centre’s overall objective for the project was to deliver an online experience which matched its offline award-winning services, through improved information architecture and easier access to rich content. Their marketing team did not have a CMS in place and were completely reliant on their IT team for even the smallest content changes. In the fast paced world of retail stockbroking this situation did not give customers what they needed to make informed decisions. In addition, the overhead cost of maintaining the previous site was significant due to the reliance on IT and the lack of established governance.

The marketing team needed to take control of their digital channels in order to optimise their information publishing, nurture their prospects and see real effects on customer acquisition and retention. The primary objectives, therefore, were to deliver a simple publishing process for teams, whilst transforming the entire user experience to reflect The Share Centre’s reputation for plain speaking, fair value and award winning customer service. Together this would help to attract and convert new customers whilst retaining and engaging existing customers – from new investors to professional traders. 

The solution also needed to power all the application processes for any investment products, integrating with their current in-house proprietary systems whilst maintaining performance and security necessary for a real-time trading platform.

Using Episerver CMS, partner Rufus Leonard developed the site with customized editing environments to allow simple and SEO-optimized publishing, plus the ability to integrate their social channels into the site. In addition, the CMS development now serves the templates and functionality into their bespoke and busy transactional trading platform ensuring customers receive a single consistent user experience.

The HTML5 interface was built into the CMS to provide the marketing team with the ability to drag and drop content blocks and set publishing cycles to the website, increasing working efficiencies, without having to rely on developer resource. Rufus Leonard also created a plug-in system integrated into Episerver that allowed The Share Centre to transfer any of their internal trading platform information into the website as Composer Blocks or trading platform templates. This allowed us to deliver all the benefits of the Episerver platform (A/B testing, personalization, authorization etc.) to their trading environment.

In addition to providing added control, the new technology suite enables The Share Centre to monitor how the site is performing and change it quickly, again ensuring that the site is fully optimised to attract and convert new customers across all its channels.

Previously the Share Centre had no capability of video or social integration on their previous site. By using Episerver CMS, YouTube is now integrated across the site and delivered through a myriad of composer elements, improving customer knowledge and engagement. The customised editing environment allows for SEO-optimized publishing, plus the ability to integrate their social channels to the main site.

The site launched in March 2013 and has exceeded its KPIs within the first two months delivering an improved conversion rate from 9% to 36% year-on-year for their recent ISA campaign whilst also increasing site dwell time by being able to provide new and engaging content on a regular basis through simple editing interfaces, workflow and visitor profiling, giving them the best year in the company’s history.  Furthermore, site dwell time has increased by 14% and return visitor rate has increased by 29%.

The site has provided greater attribution and ROI analysis. The Share Centre is now able to deliver multiple campaigns or promotions simultaneously where previously only one at a time was possible. The website has also experienced improved efficiencies in peak volume periods, which was proved during the Royal Mail IPO with some large traffic spikes.

As a business The Share Centre has not had to increase resource in order to deliver - the new platform has provided efficiencies and opportunities as well as a sound strategic platform to keep developing and improve on-going growth.  Furthermore the website no longer requires IT resource to respond to market opportunities and product launches.

Since the new website launched there has been a significant increase in the ROI of the marketing expenditure. The website and all its components have contributed to a unified brand experience which delivers a service to The Share Centre’s customer which is now ‘Simply Easier’. The results speak for themselves with The Share Centre experiencing a significant lift in product conversion and site dwell time, hitting their entire project KPIs within a few months of launch.

Episerver has provided The Share Centre with technical integrity alongside marketing flexibility, so that they can provide their customers with a secure and compliant website whilst still being a dynamic and engaging experience.

The site launched in March 2013 and has exceeded its KPIs within the first two months delivering an improved conversion rate from 9% to 36%

Visit the web page

www.share.com/

Implemented by:

Solution partner

Partner contact
Peter Barker
peter.barker@rufusleonard.com

Partner contact
Peter Barker
peter.barker@rufusleonard.com


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