B2B SaaS Business: From Zero Conversions to 12% at £13.43 CPL
⭐ CPC Reduced by 59%
⭐ Footfall Increase 151%
⭐ Landing Page Conv 12%
Paid Advertising
Landing Page Design
Conversion Optimisation
The Client
Navitas Safety provides a digital food safety solution designed for the hospitality sector. Their SaaS product offers seamless food safety compliance through temperature monitoring hardware for refrigeration units, efficient staff training programmes, and on-site food safety expert consultations. Their target audience includes independent multi-site businesses such as hotels, restaurants, and takeaways that prioritise maintaining a 5-Star Food Safety Rating.
Navitas Safety
CEO
“We had tried two agencies previously but couldn’t get steady sales conversion. Switch Jam found and fixed the drop off points in the customer journey”
The Challenge
Navitas Safety had previously struggled to find a marketing agency capable of delivering a flow of leads, primarily down to attempting to convert a cold audience. Our assignment was to deliver a lead generation campaign targeting multi-site independent hospitality businesses and converting them from paid traffic into subscribed customers.
Our Solution
We audited Navitas Safety’s business, their competitors, their Ideal Customer Profile (ICP), and the specific pain points faced by the customers. Our approach involved developing a streamlined marketing funnel focused on generating low cost traffic and driving conversions that would deliver a CPL under £50.
Paid Ads: Meta Lead Generation
We launched a Meta Ads campaign focusing on small independent hospitality business owners:
- Prospecting Ads: Attracting new audiences aligned with the Ideal Customer Profile.
- Retargeting Ads: Engaging previous visitors who hadn’t converted, with middle of funnel content.
By split-testing audience targeting, headlines, visuals, and CTA placements, we achieved strong improvements over the first 3 months of the campaign:
- Click-Through Rate (CTR): Improved through better messaging and visuals.
- Cost-Per-Click (CPC): Reduced from £3.72 to £1.52.
High-Converting Landing Page
We scoped, designed, and built a high-converting landing page featuring a 3-tiered price offer. The structure clearly outlined Navitas Safety’s solutions and catered to different customer needs with strong messaging and clear calls-to-action (CTAs).
Click image to view full Landing Page
Product Pages
We developed optimised product pages with:
- Explainer videos demonstrating product functionality.
- Screenshot walkthroughs showcasing key features.
- Add-on hardware and services to reduce friction and maximise upsell opportunities.
- Effective CTAs and visual design to extend engagement and prompt conversion.
Conversion Rate Optimisation (CRO)
We installed heatmapping software to monitor visitor activity, tracking:
- Scroll depth, click points, time on page, and drop-off points.
- Split-testing designs, copy, and CTA placements for maximum optimisation.
Shopping Cart Optimisation
We streamlined the checkout process by:
- Removing unnecessary fields.
- Reducing clicks required to complete a transaction.
- Improving the user experience to enhance conversion rates.
Results
- Acquisition CPC: Reduced from £3.72 to £1.52.
- Monthly Page Visits: Increased from 242 to 606.
- Landing Page Conversion: Improved from 0% to 12.2% through CRO.
- Funnel Conversions: Cost Per Lead (CPL) £13.43 from zero conversions.
- Leads Flow: After optimisation the campaign produced 47 leads over 60 days.
