Flintfox Takes Action to Improve Their Own Optimisation
“Our basics were out of whack and the incremental impact of fixing them has been insane”
Cath Brands, Chief Marketing Officer, Flintfox
About Flintfox
Flintfox is an international software technology company, operating across 130 countries and 7 languages. Flintfox’s intelligent pricing platform is used for rebate management, omni-channel pricing and margin reporting, empowering businesses to find magic in the margins.
As a B2B company, the Flintfox website is a vital asset for the business. It is where all customer recruitment comes from.
“Our website is our single most important asset. It’s our encyclopedia.”
The website, social media, SEO and paid marketing are managed in collaboration with their in-house team and external agencies. The teams make decisions with the support of data analysis via Google Analytics and Marketo.
“Great marketing is a balance between data analysis and gut instinct.”
Website : flintfox.com
Category
SaaS / Technology
Size
120+ Employees
Region
Global
E-commerce
N/A
Website
WordPress
Years in operation
18 years
Category
SaaS / Technology
Size
120+ Employees
Region
Global
E-commerce
N/A
Website
WordPress
Years in operation
18 years
Challenge / Goal
Flintfox, like many online businesses, face the ongoing challenge of optimising traffic by increasing conversion rates.
“We were a bit of a leaky bucket. Our traffic-to-conversion levels could have been higher. Our bounce rates were also relatively high.”
The Flintfox website is relatively new, with significant investment in its design and set-up. Flintfox, in close collaboration with NZTE, saw great potential in a third-party, comprehensive digital audit by IDA, to focus on and analyse the backend of the website.
“We are forever focused on the front end of the site, foregoing the importance of the backend technical elements. The audit helped us ensure that our site is operating to its potential. It helped us discover issues, of which 50% could be solved immediately and easily.”
Flintfox was well aware of the ROI gained from auditing their agency.
“I trust my agencies to do good by me, as highly specialised experts. But there are no real measures of success other than the standard KPIs.”
Initially, Flintfox’s agency was sceptical about the external audit. However, they soon recognised that it was validating their good work.
“As a marketer, you don’t get the chance to benchmark your agency, despite pumping so much money into it. It’s a leap of faith. You need a third party to come in.”
Key Findings
Flintfox was excited to receive its audit report and was impressed by how easy it was to read and action.
“The PowerBI dashboard is just beautiful – next-level! It makes it so easy to digest the data. It’s visual, really well thought out and professionally presented.”
The IDA audit revealed a significant number of technical issues and metadata inconsistencies, many of which could be easily addressed to increase load times boost SEO and achieve quick and easy wins.
“There was so much low-hanging fruit. We were surprised by how many basic elements had fallen through the cracks. On a day-to-day basis, it is easy to get caught up in making things pretty and a great experience. In doing so, it’s easy to forget about the foundations and brilliant basics.”
Being a high-consideration B2B product, Flintfox’s sale cycle is long. Optimising the user experience by improving elements like mobile load times is key to increasing conversation rates.
“Discovering things like slow load times for mobile was a game changer. Just being aware of the issue allows you to change it.”
With the help of IDA’s convenient priority list of recommendations, Flintfox has already been able to implement the top priority items and has worked its way through half the list. The audit triggered a complete overhaul of Flintfox’s marketing strategy, helping unify its keyword strategy and elevate the overall consistency and clarity of its messaging.
“Now that our functionality is running well, we can look at bigger fundamental issues around our messaging. The audit kick-started a new wave of brand evolution.”
Flintfox understands that online growth is a continual learning process. They are excited to undertake a follow-up audit in 12 months to see their growth.
“Good marketers are continually finding out how to do better, and an IDA audit is a great tool to do so.”
