Member Article

Made Together Gets Personal with Website for Gecko

Yorkshire marketing services specialist Gecko has worked closely with Leeds based agency Made Together to deliver what is believed to be the first fully personalised website in its sector, allowing clients to create their own customer journeys.

The team managed to deliver the entire site from concept to go live in less than three months. The newly launched site can present either a static full service offering or a personalised version of the site and has already achieved industry recognition, being shortlisted this week for ‘Best Website’ at this year’s national B2B Marketing Awards, which recognise the best in business-to-business marketing.

Visitors to the site can supply a few details and it will reconfigure to deliver only content relevant to the user. A whole new page is created, personalised to the visitor’s marketing challenges and industry sector – resulting in a completely individual experience for each visitor to the website.

The overall concept of the site has made for fairly complex content delivery systems, but the base site has been kept as simple as possible. This will allow changes to be easily made and internal staff can add and amend content in order to ensure that all information on the site is up-to-date and relevant.

With personalisation making a fundamental impact across customer acquisition, reactivation & growth, the new site has been designed to be the ‘shop window’ for Gecko’s personalised marketing services, which have helped boost profit by 400% in the last 12 months. Since launch, the site has already delivered a 60% increase in engagement, and 75% increase in average time spent on the site.

After undertaking a wide ranging client review, Gecko discovered they needed to appeal to clients across three main levels: Educate, Influencer & Decision Maker in Marketing, CRM and Data Insight departments. It was therefore important to find a solution that would help guide all visitors through the myriad of services that Gecko offers – and a personalised service offers just that.

Not only will visitors be able to personalise their web journey, but the online pack generator enables them to configure and order their own information pack, either via Gecko’s automated digital print services or email. The business currently provides fully automated, highly personalised direct mail and digital print services to brands including Grosvenor Casinos, People’s Postcode Lottery and Eurocamp.

Gecko managing director, Anthony Bagshaw, is predicting personalisation initiatives will add 30% to the company’s revenue stream this year. He said: “We understand that decision makers are often short of time, and can be overwhelmed by an array of services when looking at a website. We wanted to create something different – a bite sized option which also offers the option of more in depth information. This way of displaying personalised information allows our clients to visualise how our services could support them with their own marketing challenges.

“At present, 80% of our client base use personalised communications and we anticipate that figure will grow even further over the coming months. Marketers are under increasing pressure to drive more return from their budgets and the leaps and bounds both data and digital print technology have taken in the last 24 months mean that big improvements are possible.”

Visit www.Gecko.co.uk for the full personalisation experience.

This was posted in Bdaily's Members' News section by Gecko .