Case Study
Rebuilding Arrowsmith's Website With Buyer Personas and the Buyers' Journey in Mind
Arrowsmith
- Client
- Arrowsmith
- Focus
- Website rebuild around buyer personas and the buyer's journey
- Organic Conversions
- +200% YoY
- Buyer's Journey
- Distinguished for B2B and B2C visitors
About Arrowsmith
Arrowsmith is at the forefront of developing and using targeted cognitive exercises to drive transformational neuroplastic change.
By strengthening neural pathways in the brain, Arrowsmith is able to enhance cognition and transform lives.
The Challenge
Arrowsmith, a pioneering company focused on leveraging neuroplasticity and cognitive enhancement to strengthen the brain and transform lives, found itself with a complex website that had evolved over time by adding more links, more pages, and more subsection content, making it difficult for visitors to flow seamlessly through their buyers' journey.
While Arrowsmith's website was brimming with content, the sheer volume of pages and complexity of the website was becoming counterproductive to the business. With two distinct sections of the business (both B2C and B2B revenue opportunities), Arrowsmith's website and plethora of web pages was leading to a convoluted buyer's journey.
With this in mind, Arrowsmith wanted to reorganize and streamline its vast number of web pages to ensure that they were able to target both B2B and B2C customers and enhance the overall buyers' journey.
The Solution
To address the issue of unorganized content, Arrowsmith partnered with highly experienced and skilled B2B Inbound Marketing Agency Meticulosity (formerly The Brit Agency) to design and build a new website that truly speaks to the Arrowsmith target audience.
To do this, Meticulosity:
Created Buyer Personas
To tailor the Arrowsmith content experience for various visitors, Meticulosity meticulously crafted buyer personas. These personas represented typical buyers from both the B2B and B2C segments, encapsulating their needs, behaviours, and decision-making patterns.
Mapped the Arrowsmith Buyers' Journey
With the personas in place, Meticulosity embarked on the buyers' journey mapping process. The objective was clear: guide visitors seamlessly through the wealth of content. By meticulously laying out the steps each persona would ideally take, Meticulosity ensured that Arrowsmith's content was organized and presented in a way that felt intuitive and effortless to the visitor.
Website Build
Meticulosity's web development team built a brand-new website for Arrowsmith from the ground up. The focus was on intuitive navigation, clear separation between the B2C and B2B facets of Arrowsmith's businesses (the creation of a subdomain helped create a seamless B2C buyers' journey), as well as ensuring that content was accessible, engaging, and specifically targeted buyer persona keywords.
The Outcome
Arrowsmith's new website is a testament to the strong partnership between the Arrowsmith team and Meticulosity, with both companies working seamlessly together to ensure the new website build is clear, valuable, and easy to follow for website visitors.
With the new website, Arrowsmith visitors, whether B2B or B2C, find themselves guided through a carefully orchestrated journey, tailored to the specific challenges, needs, and interests of each buyer persona.
The Rebuild's Payoff
Three Wins From the New Website
User Engagement
Visitors went further into the site and stayed longer, because the navigation was rebuilt around what each audience had come to find out rather than around Arrowsmith's internal structure.
Distinct Buyer Journeys
B2B and B2C visitors arrive with different questions and different timelines. The rebuild separated the two paths early, so a school administrator and a parent were no longer reading the same page and each getting half an answer.
Organic Conversions
Organic conversions rose 200% year on year. The traffic mattered less than what happened to it: the same visitors now met a conversion point relevant to the journey they were actually on.
Results
The Payoff
- 200%
- YoY increase in organic conversions
In Their Words
What Arrowsmith Says
“Working with Meticulosity was such a valuable experience. They are truly an extension of your marketing and sales departments. I highly recommend Meticulosity to anyone looking to sharpen their game and execute strong marketing and sales strategies.”
See What This Looks Like For You
Bring us the systems you already run, the approvals you have to clear and the deadline you are working to. We will come back with a point of view on what the build actually involves.