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Best Use of Digital at the Digital Impact Awards, winning silver in the property sector.
Best Digital Marketing Campaign at the Property Marketing Awards
L&QPricedIn are one of the UK’s leading housing associations, providing shared ownership housing both in and outside of London.
Shared Ownership can be a complex proposition to communicate to a customer. Eligibility, costs, percentages - many of the in-bound customer contacts were from people who wanted to know more about the scheme, or were not eligible. This was placing a burden on the sales team, increasing response times, and meant that more appropriate leads were going to waste.
L&Q needed to educate customers about the Shared Ownership process and its eligibility requirements before they got in touch. They also needed to show eligible customers the range of properties available, and encourage sign up.
Often clients are too close to a problem to be able to explain the answer even though they’re the experts in their field.
We spent time talking and interviewing L&Q to understand the details of the process they needed to explain to their audience, helping them to break down a complicated process into a few simple, easy to understand steps.
A website was sketched out and wire-framed around these steps, which was tested at various points to make sure that the language, content, and next steps were clear at every point. Testing UX, information architecture and content as we go, means the site goes live it has already been thoroughly tested and questioned before customers see it. This also helps us to avoid our own biases - external testing helps us to break any assumptions we’ve made and leads to a better final product.
Shootmedia created fantastic video content to explain the steps, using real customers as interviewees, really bringing the content to life
Finally, we put in place a simple, yet detailed, analytics set-up to help L&Q understand their customers, so they can further adapt and create content according to customer needs
The site has also significantly increased visitor engagement and conversion:
visitors spend four times as long on the site
visitors convert three times as often
year-on-year increase in qualified leads
reduction in cost-per-lead