Cloudways by DigitalOcean
Services
- Paid Media
- Performance Creative
- Conversion Optimisation
- Data Intelligence & Measurement
Accelerating high value customers for Cloudways by DigitalOcean.
Cloudways by DigitalOcean are a global managed hosting provider that prides itself on ease and performance. Used by businesses of all sizes to power their online presence.
They approached Bind Media following remarkable growth, becoming a market leader in their space.
Their goals were further expansion towards ambitious growth targets and optimising their new customer experience to convert more higher value accounts and increase their lifetime value, whilst overall making paid search drive acquisition profitably and at scale.
The approach.
We took over the account in January 2021, and our first port of call was a complete restructuring of their search activity. As specialists among PPC agencies in the UK, our first port of call was a complete restructuring of their paid media activity to align with modern best practices
We then built a custom endpoint for the Cloudways team to send anonymised conversion data that was categorised into over 10 different user personas. This was then assigned a value based on the LTV of real customer cohorts and integrated into Google and Microsoft Ad platforms to inform bidding strategies.
This was then taken a step further. We realised that there was a significant difference in LTV between different countries. In order to better align our bid strategy, we built value rules that shifted these values based on the country the user originated from.
We conducted extensive conversion rate optimisation research and analysis, which then informed the designing and testing of beautiful, high-converting landing pages to accelerate their ability to drive learning and improve conversion rates.
The results.
Harnessing first party data to model and attribute high value customers, our approach increased average customer value by 66% & conversions by 78%.
Our conversion team tested and optimised their on-site experience to drive more initial sign ups, and also designed new conversion focussed landing pages.
Cloudways were soon after acquired by DigitalOcean in a deal worth $350m.
Working with Bind Media has been a refreshing experience. They managed Cloudways' paid media and broke my recurring experience about agencies lacking expertise and ownership. Bind Media's in-depth knowledge of the paid media landscape to drive SaaS growth and strong sense of ownership helped us achieve record numbers.