My Portfolio

Sep 1, 2008

Here I descibe in detail my approach to taking a working control landing page and turning it into something all together more effective. My landing page optimization process, fully at work. The current “control” page The current landing page has evolved through vigorous AB split testing on PPC. We utilize our highest volume term for this testing, the “Loans” exact match keyword. We have very similar variations of this page for other terms – with the only difference being the header “Search 100s of loans, unrivalled access to 100s of loans, exclusively for homeowners”.

Jul 30, 2008

Landing page optimization is the process of honing the pages your visitors land on to achieve a particular objective – this could be buy something, read an article or give you some data. I’ve just completed a fantastic course from Marketing Experiements covering this topic – very good material, well presented and the weather was great out in Florida. They have given me this lovely seal to display on my site.

Mar 19, 2008

This design hopes to split the sales messages off onto a front page and then concentrate more on support and reassurance messages on subsequent pages. This design went live in Feb 2008 and so far has had mixed results. Click through rates once customers arrive on the app form are very good but the extra drop-off because of the “pre” page seems to be limiting it to similar performance to the current control design.

Feb 4, 2008

This application was the technically most advanced that I built for Central Trust and involved AJAX validation and postcode lookups as well as front-end only Javascript for tooltips and highlight the section you are in.

Oct 1, 2007

In Sept 2007 I designed a new landing page and added a number of enhancements to the application form. Primarily these were client-side enhancements based on usability. The design was never fully utilized but the application form enhancements were retrofitted to the current site. This new design was an attempt to add clearer messaging and more elements to reinforce the users trust in the site/company. This included a single core message at the top (mirroring the PPC copy in use), three simple bullet points on the left, addition of “lender logo’s” and the added prominence of the “security & Privacy” comment.

Sep 10, 2007

Until this release very little effort had been made to increase the sites visibility in natural search engines. This version of the site was used on all none landing pages and was more text based, it went live Sept 2007. http://www.debtbusterloans.com The homepage is optimised for the UK Loans keyword (loans by itself being extremely competitive) and the design is text-heavy and quite simple to allow spiders to crawl the site as easily as possible.

Mar 12, 2007

The Central Capital Mortgages site has been running for a number of years with limited profitability. My redesign has made huge improvements and at present other marketing campaigns have been suspended to concentrate on PPC as it has become the most profitable channel for the business. The site went live Jan 2007. This new design went live 26th Jan 2006 and had an immediate impact, with the conversion rate moving from 3.3% to 7.7% on the remortgage PPC keyword on google.

Mar 6, 2007

As the companies creative team (web and traditional) grew, we required a system for managing our briefing system. I designed and wrote briefus to meet this need. All members of our marketing department have access to the system and are able to create new briefs. One of the creative team leaders then assigns the brief to a member of the team and sets deadlines. Members of the team manage their work using their personal “to do” list and brand teams manage their briefs through the brand pages.

Dec 2, 2006

I designed the loans4tenants site and created the logo, although there was a colour scheme change before we went live. I build the site myself, including the application form, which includes optional sections and pages – up to a maximum of 10 pages. The application form includes some javascript to hide and show sections and sends it’s data through to a SQL Server database. The site was received very well by the business and enquiries were raised by approximately 50% (no data was collected on the previous site!).

Nov 30, 2006

This is the Central Capital loans and mortgages site, mainly used for marketing to customers. It links through to the centralcapitalloans.com and centralcapitalmortgages.com sites. It went live Nov 2006. The homepage is packed with marketing messages with the main emphasis on users selecting either a loan or a mortgage when we direct them to the correct site. The sitemap lists the limited number of pages on this site but also directs users to the other sites that target particular products.