Increase in new users
Harnessing the power of emotion for a better online experience
While Selective Search had an impressive 87% success rate for those in the affluent dating category, its old website didn’t clearly articulate the company’s core values, process, prestige and capabilities. The firm’s management team turned to Usman Group to develop a new website that appealed to this highly successful, sophisticated audience, and also looked to us to create an effective online lead generation program.
"Working with the Usman Group has been a pleasure from start to finish. They mapped out our entire website redesign so that we were able to know what was occurring at any given moment. Not only was our finished site fluid, responsive, and beautiful, but more importantly, functional and optimized. We have decreased our abandonment rate, and realized more sign-ups after the launch than we had in 14 years."Megan Daniels, Director of Marketing at Selective Search
To communicate the company’s value and brand promise, we collaborated on a design that conveyed expertise and emotion by using big-picture visuals and telling statistics. We used statements like “34% fall in love on the first date” and “200,000 potential matches,” to spark interest and intrigue with potential clients (the people who pay) and affiliates (the people who sign-up for free).
And to go deeper than statistics, we demonstrated results by including videos of happily married couples who met their spouse through the Selective Search service. Using real people to tell real stories raised the credibility bar and opened up a whole new dimension to the idea of “love stories.”
While these statistics and stories did a great job selling Selective Search, we wanted to go even further to eradicate any doubts surrounding credibility. We worked closely with Selective Search’s marketing department to gather all mentions of press through newspaper articles, magazine features, blog posts and TV appearances made by founder Barbie Adler and her staff for the past few years. This press, ranging from TV segments on Fox News and CNN to write-ups in Forbes Magazine and the Wall Street Journal, allowed us to accurately portray the influences that Selective Search has had in the matchmaking industry as well as the successes they have delivered time and again to their loyal patrons.
In addition to building credibility, we examined the previous site’s navigation and made changes to eliminate confusion. This is most noted in the difference between the paid “Client” service and the free dating pool of “Affiliates”. We designed different landing pages so that brief overviews of each service offering would be easily available before going any deeper. This greatly helped to direct user intent — and ultimately, to collect, segment and nurture inbound leads appropriately.
In addition, we developed a strategic online marketing program to increase client, affiliate and scout signups through a combination of specialized SEO, social media and paid search marketing strategies.
By directing the right user types (clients or affiliates) to their appropriate sections, over a 3-month period, we were able to increase average conversion rates by 231%. As the program evolved, our team found ways to optimize conversion rates even more by greatly improving the sign-up experience. This included regrouping, restyling and reducing form elements that allowed for more effective usability and readability on desktop, tablet and mobile devices.
"Usman helped us to build and maintain our current SEO and PPC programs which has resulted in 6 record-setting months in a row for quality in-bound leads. Team UG is nimble, quick, knowledgable, and able to communicate their expertise to us in terms which we can understand. Our new website and online marketing programs allow us to demonstrate to the world that we are the best matchmaking firm in North America."Megan Daniels, Director of Marketing at Selective Search
Selective Search gained a results-oriented online marketing program that continues to flourish. During the first eight weeks of roll-out, Selective Search saw an:
Increase in new users
Increase in overall traffic
Increase in user sessions
Increase in page views