A white-label conversion team for an agency.
Ledger Bennett is a global B2B marketing agency with offices in London, Chicago and San Francisco. Its clients wanted higher conversion rates, and its own team had the UX knowledge but not the availability. We joined as the conversion party, designed a series of conversion-focused landing pages in WordPress and Unbounce, each with a second design for A/B testing, and the pages launched alongside new ad copy in the clients' paid search.
- RoleDesign leadour UX/UI designers led the project
- Variants2 per pagea second design for A/B testing
- SinceOngoingfurther client projects, as one team
- The engagement as it ran, and what came after.As published January 2023.
- Client
- Ledger BennettGlobal B2B demand generation agency
- Sector
- B2B agencyLondon, Chicago and San Francisco
- Platform
- WordPressAlongside Unbounce
- Scope
- Landing pages, in A/B pairsDiscovery, design lead, WordPress, Unbounce
- Measured
- January 2023As the case study reports it
A clear goal and a team with no hours spare
Ledger Bennett's clients wanted higher conversion rates. The agency knew what good UX looked like, but did not have the people free to do it, and it had reservations about bringing in outsiders.
UX knowledge in-house, but no availability
Ledger Bennett's award-winning team understood UX design for websites. At the time they had limited availability, and constraints around the specific skills the project needed, so the work would stall unless someone else could take the lead on it.
Concerns about confidentiality and communication
Outsourcing to a partner raised two worries: whether client data would stay confidential, and whether two teams could communicate well enough to act as one. Both had to be answered before any design work started.
Higher conversion rates for the agency's clients
The end clients had one clear objective, more conversions from their campaigns. To understand what that meant in practice, we hosted a meeting with Ledger Bennett's team on the client, the history of the account and the pain points on both sides.
A clear goal: to increase their conversion rates.The client's goal, as the case study states it
How the partnership was set up, and what we designed
Most of the work on an agency partnership happens before the first page is drawn. The pages came quickly once the trust and the timeline were in place.
A meeting on the account before any design
To start the relationship, we hosted a meeting with Ledger Bennett's internal team to understand their client, the history of the account and the pain points for both parties. Following the agency's suggestion, we then held an initial call with the client, introduced as the conversion party, reviewed where things stood and agreed a timeline of action points on both sides.
Confidentiality and transparency, explained up front
Ledger Bennett had been sceptical about the confidentiality of data and the communication between two teams. We set out our client confidentiality and transparency processes in detail before the work began. Having partnered with agencies before, our team integrates into another agency's environment without disruption, and that is what happened here.
Conversion-focused landing pages in WordPress and Unbounce
The agency's skill set was strong, but its limited resources meant our conversion-focused UX and UI designers took the lead on the project. We designed a new series of landing pages within WordPress and Unbounce, each with clear action points and a defined goal, so every page could be judged on one number.
A second design for every page, ready to test
For each landing page design, we created a secondary design for A/B testing. Instead of launching one version and hoping, each client had two variants ready to run against each other from day one, so the pages could be improved on evidence and their potential maximised rather than guessed at.
Live alongside the client's new ad copy
The updated pages launched alongside changes to the ad copy within the clients' own paid search campaigns, and all of it saw success. Since then we have continued to work with Ledger Bennett on a number of client projects, and the two teams have combined into one unified team.
What came of it
The case study records the outcome in words rather than figures, as published in January 2023.
Every landing page came with a second design ready for A/B testing, so each client could improve on evidence.
The partnership continued across further client projects, with the two teams working as one.
The case study gives no conversion figures, page counts or dates for Ledger Bennett's clients, so none are claimed. What it records is that the pages launched alongside the clients' paid search changes, that they saw success, and that the partnership continued across further projects.
Three more landing pages built to be tested
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