THE SETUP
The acquisition outpaced the story
Worldpay bought SecureNet to move faster into omni-channel payments. SecureNet brought the API. Worldpay brought the acquirer distribution and partner management. On paper the combination worked.
The problem was everything downstream of it. The service offering had grown. The story had not, and neither had the customer acquisition program built to sell it.
Envisionit had already spent two years working with SecureNet, so Worldpay brought us in to write the new narrative and build the platform to carry it.
That meant reconciling two go to market approaches with almost nothing in common. SecureNet sold to developers and finance leaders. Worldpay sold to a market it had spent years cultivating a different way.
We took on the global website across UX, SEO, software, and content strategy, then used that foundation to rebuild global paid media.
Our work helped clear the way for a $2.7B acquisition by EQT.
THE SOLUTION
One experience built around the buyer
We reorganized the content around personas rather than business units. Internal complexity stayed internal. Prospects got a single path that made sense from the outside, with calls to action elevated so qualified leads had somewhere obvious to go.
Selling POS and e-commerce products to both SMB and enterprise buyers meant the content structure had to flex and the lead handoff had to be precise. We built routing that delivered each prospect to the right sales team instead of a shared queue.
Build highlights include:
- A new global website unifying the Worldpay and SecureNet offerings
- Persona-driven content architecture and navigation
- Lead capture and routing tied to audience and product line
- New content covering the combined product set in one brand voice
- Technical and on-page SEO built into the templates
- An architecture designed to absorb future acquisitions without a rebuild
THE STRATEGY
Consensus was the hard part
The hardest work on this project was agreement. Two companies were becoming one and the stakeholder list reflected that. We ran the process so decisions got made on a schedule instead of relitigated. That is what kept a project this size moving.
We had six questions to answer going in. How to integrate the offerings. How to restructure and deliver content. How to keep internal complexity out of the experience. How to improve lead generation. How to support the operational infrastructure. How to make the next integration easier than this one.
On paid media we took the program over directly and removed Kenshoo from the stack. Third party bid management was costing performance, so we replaced it with hands-on campaign development, monitoring, and optimization. Media investment dropped 5% per month while the numbers went up.
The website and the paid program were built together. That is why the traffic gains converted instead of just arriving.
THE RESULTS
More merchants at lower cost
The new site and the rebuilt paid search program moved the acquisition numbers in the same direction at the same time.
205%
Increase in merchants
166%
Increase in monthly approved merchants
2%
Decrease in CPA
Why it matters:
- Sales beat their monthly approved merchant goal for five straight months while the goal kept rising
- New approved merchants per month doubled year over year on $40k less investment than the old bid management tool required
- The platform gave Worldpay a foundation that could take on the next integration, which mattered when EQT acquired the business for $2.7B
Envisionit was able to refresh and optimize both our website and paid search programs by creating a better user experience for both prospects and customers. They helped drive more efficient and effective ways to improve conversions at a lower cost."
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Building new audience inroads to market disruption
Building new audience inroads to market disruption
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