Payment gateway vendor

Project 1 - Website optimisation

Background

The company provided web-based payment bureau services backed by clever software that enabled small business to enjoy the payment functionality normally reserved for large corporates. It had been trading for 7 years and had:

• 2 major customers whose use of the service had expanded dramatically over the years
• Testimonials that proved the measurable impact of their service for these customers
• Multiple competitors from local to global players
• A website that was informative yet lacked differentiation from competitors
• Limited sales and marketing resources.

Challenge

To define the unique selling proposition and ideal target markets, and position the offering these markets compellingly, quickly and cost-effectively.

Solution

We:

• Interviewed end users at different levels in customer organisations to understand the full benefits
• Extracted all benefits from all features for all markets using our FabMax™ process
• Positioned the company compellingly using our PosMax™ process
• Created a new identity, tag line and visual image
• Rewrote all promotional tools to reflect the new position and market focus.

Results

In 2 weeks the client had gained:

• A new identity, tagline and market position
• A list of market segment targets with high potential based on their profile
• Material to create a new website with competitive positioning
• A full suite of selling tools including scripts, brochures, emails and case studies
• A service offering ready to be test marketed to identified segments.
  

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