Amicable specialises in helping couples wishing to divorce, without lawyers. This ‘style’ of divorce is relatively fresh to the market, which means growth and brand awareness were core challenges for this client.
To facilitate this growth, Amicable needed to achieve a 100% increase in new customers with a mere 34% increase in spend.
To meet this target, our paid media experts analysed which users were most likely to convert after an initial enquiry was made. This insight allowed us to focus on the touchpoints that generated the most conversions and ensure we pushed audiences to these via our paid media efforts; focusing the client’s budget where they were most likely to see a return.
Our approach was to reshape the customer journey by leveraging human insights to psychological data to optimise the path to conversion, we adapted landing pages, on-page assets and copy as well as the ad sets themselves to ensure each click was geared towards conversion.
In just one month, we saw a dramatic increase in conversion rate by 77% with a 68.75% increase in click-through-rate!
The campaign was also shortlisted in the UK Search Awards (2021) for The Best Use of Search B2C.
The campaign went on to continue to deliver wins for the client with increased conversions being driven since its launch, including:Let's deliver next level results for you
Increase in lead to customer rate
Increase in customer acquisition
Increase in leads generated
2022 BIMA Awards - Professional Services & Utilities
“Asking Reflect to achieve more with our existing budget without compromising our lead numbers was a big ask. The team pitched using a behavioural science approach laced with customer experience insights to inform our ongoing paid strategy. This involved several core optimisations, including a complete overhaul of the user journey.
After just three months, we saw the number of leads to customer conversions double, contributing to the numbers we needed to secure further investment and help many more customers have a better divorce experience. Overall we're super pleased with how the project was executed and we look forward to the next stage of optimisations!"