“The inbound marketing journey has been amazing. The buyer persona workshop was critical for us to adapt our brand to what the market was looking for and have that conveyed on our website. The waste management industry is constantly changing and the ability to adapt our website with HubSpot quickly and easily is invaluable.”
Natasha Edwards, Marketing Manager at Interwaste
About Interwaste
Interwaste provides integrated waste management services to a wide range of industries from manufacturing, mining and petro chemicals to oil and gas.
Challenge
As part of a new digital strategy and rebranding process, Interwaste needed to update their website to be more clearly focused on the customer. There were a few challenges, including a poor customer journey and user experience, limited access to web analytics, low conversion rates, lack of segmentation and a lack of agility due to site limitations. Combined, this meant inefficiency, time delays and additional costs.
Solution
The ‘old’ Interwaste website was migrated into the HubSpot CMS while the rebranding was taking place in order to gather analytics for the creation of their new website. By doing this, we were able to monitor the types of leads Interwaste was receiving and to decide on a segmentation strategy to be implemented once the new website was built. The segmentation could be triggered not only by form submissions but also by certain visitor behaviour - which it was now possible to measure. The brand design and CI of the website were exceptionally well done by bespoke strategic design, brand and concept agency, XFacta.
The new website design and associated insights obtained about the contacts user journey on the website allowed the sales team at Interwaste to see where their leads have been and what their interests were.
The user experience (UX) was an important part of creating the new website and understanding Interwaste’s buyer personas was critical to this. We held a buyer persona workshop with Interwaste in order to align the website experience with the expectations of our ideal customers. By creating buyer personas for Interwaste, we were able to create a unique customer journey for a better UX. We realigned the content of the website from positioning Interwaste as a transactional, simple waste management company to the industry leader in complex waste management services.
When designing the website it was vital to understand that different personas will be looking for different conversion opportunities and one of the key decisions was to ensure that the website was designed for conversion. Using a growth-driven design (GDD) approach, we are able to constantly update this resulting in the vast increase in contacts that we have seen. The ongoing optimisation has also resulted in the ability to segment the contacts to ensure that they are directed effectively and their life cycle stages are accurately recorded.
The addition of QBot, a chatbot created on HubSpot, has also been phenomenal. The trend is that people would like to be able to get answers right away as well as have some form of self-service to their own queries. QBot has allowed for automatic engagement with prospects to all their queries from simple recycling to complex waste management solutions.
Results
- 49.4% increase in website traffic
- 138.99% increase in contacts
- 23% improvement in bounce rate
- 148% increase in landing page view to submission rate
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