Using analytics and design to create accessible experiences
EY Design Studio and Motion put real people at the heart of this website redesign to lead with inclusion and drive better outcomes. UI/UX | Web & App Development
Through our paid ads account optimization efforts, we were able to reduce the cost per acquisition by more than half, while also doubling the number of inbound leads through text ads.
Project summary
Situation
Motion exists to make life more accessible for customers. This purpose-led business aims to understand the specific needs of individual clients and empower them with accessibility solutions for everyday life. Translating that brand purpose into meaningful results required a new website capable of addressing unique customer requirements and providing broad information, insight and support. Solution
A deep discovery phase helped EY teams to understand how Motion’s customers move through the world. This was critical. EY’s solution would need to effectively address those nuances for the site to achieve its objectives for customers and for the business itself.
Our SEM success story helped deliver improved ad and keyword quality scores across the account. We redesigned the landing page to drive increased conversions through clear communication and user experience with the target audience. Additionally, we performed bid adjustments to increase ROI and helped in optimizing campaigns to improve performance.
Improved conversions by95%In 2023, we improved conversions by 95%, conversion rate by 5%, top of page rate by 76%, and decreased cost per conversion by 38%.
What we did
- Improved ad and keyword quality score
- Regrouped ad groups around themed keywords while monitoring search terms and negative keywords
- Made bid and landing page adjustments to increase ROI and quality score
