Client: Fuel Card Services
Improving the customer journey
Fuel Card Services is one of the UK’s largest independent fuel card companies, selling over 1 billion litres of fuel a year.
Our brief was to help them improve conversion of customers through their digital channel, in what is now a highly competitive and mature market. Increasing digital sales channel performance is a vital objective in order to secure lower cost of sales via website sales compared to the traditional telesales route to market.
CMDi conducted a full site audit and heath check, which identified areas for improvement, like bounce rate and goal conversations. It was a clear that a redesign was required to improve overall user journeys.
Key page layouts were redesigned to be goal focused, with messaging and CTAs on authority pages sharpened to boost search engine positioning and increase traffic to the site.
CMDi’s team worked closely with the client to implement quick wins, including a key word analysis and content marketing plan as well as mapping longer-term improvements.
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CMDi have provided a hands-on approach to supporting our website improvement goals and we’re starting to see the results already.Tim Matthews, Head of Marketing, Fuel Card Services Limited |
