ABOUT PAYSTONE
Paystone got its start as a payments company, offering payment processing to small brick and mortar businesses. Over time, they shifted into a software company, housing several brands in the gift card and loyalty space, reputation marketing, and payment processing.
Paystone mainly operates in the North American market, serving more than 30,000 businesses and processing over $10 billion in annual bank card volume.
PAYSTONE’S BUSINESS CHALLENGES
When Karl Wiwatowski, Director of Demand Generation, joined Paystone in 2020, the marketing department was new and growing. Without a good attribution setup and a less-than-optimal website, it was challenging to know what channels leads were coming from.
To make the problem more complicated, Canada has a pretty saturated payment market, with many players in the game. Shoppers are not very discerning about what they’re looking for in a payment processing solution and tend to just go with whatever is cheapest. That makes it hard for payment processors to differentiate themselves from the competition.
Karl was looking to improve his department’s lead generation process, starting with tailoring a unique post-click experience to different ad groups and different campaigns, without having to rely on a developer. In his words, he needed to be nimble and quick.
LANDING ON INSTAPAGE
With their old website, Karl and the Paystone team were losing a lot of time and efficiency. The website did not have drag and drop capabilities, required a developer to build and a designer to create, and relied on multiple rounds of revisions and time spent building pages. It was cumbersome, required at least 4 people, and took too much time.
In looking for a better solution, Karl and team decided to explore landing pages builders. They tried other landing page solutions and were not satisfied.
Other landing page builders were not easy to use, and looked spammy and outdated. I remembered hearing about Instapage just from being in the marketing space and I wanted to try it. I hopped on a free trial of Instapage and it was so easy to use, so clean and nice looking, really elegant and modern. I’ve never looked back.
In terms of efficiency, Paystone was able to reduce costs by 4x. Just the paid media manager alone was able to run Instapage on their own, thanks to its ease of use and intuitive features. Less resources plus faster time to deployment meant huge gains for Paystone.
Another appealing factor for the Paystone team was how easy it was to integrate Instapage into their existing tech stack. As Salesforce users, it was a one click integration, so they were able to get set up rather quickly.
Once Instapage was implemented, it was off to the races.
POWERFUL AND EFFECTIVE LANDING PAGES
Karl came to realize that focusing on a user’s post-click experience would help yield the results they were looking for. And Instapage not only helped them develop that post-click strategy, but did so with powerful features that gave the Paystone team a competitive advantage.
Most companies' bread and butter is search, so tailoring a post-click experience to every search term and being very granular is super easy with Instapage Experiences. Having pages triggered by specific parameters increases our conversion rates. Plus, page speed is impressive right out of the box. Ad platforms love fast-loading pages and you get rewarded for it - lower cost per click, better quality scores, and more. We love that about Instapage.
Three go-to Instapage features that have solidified it as the right landing page solution for Paystone are:
- The drag-and-drop builder. “It’s fast and easy to use, which means a lot of efficiency gains on our end. The faster we can build a page and go to market, the better.”
- Personalizations. “You can set different experiences based on different URL parameters, so if we want to display slightly different pages based on where the user is coming from, Instapage does it automatically. Plus, with Paystone, people search for payments with many different terms and if we are covering all that with a blanket page, it’s not as efficient. Being able to message match the term to the ad to the landing page has increased our conversion rate. These small changes have a compounding effect over time.”
- A/B Testing. “A/B testing has been quite powerful, we’re always increasing sign ups because of this feature. It allows us to constantly optimize our pages and meet our external page conversion goals, which is perfect for a SaaS company like ours because we can track conversions that aren’t happening on Instapage. Fire a script elsewhere and it communicates to Instapage, and we need that information for our A/B testing.”
Since implementing Instapage, Paystone’s paid search conversion rates have increased by 47%.
A NO-BRAINER FOR MARKETING TEAMS
Karl believes Instapage is invaluable to Paystone’s marketing strategy. Being able to build beautiful, tailor-made landing pages is such a game-changer for conversions, and would be especially beneficial to young marketing teams that need help scaling their efforts.
I think the Instapage team has thought of everything that needs to go into making an optimization-friendly product for teams that are focused on conversion and revenue goals. From analytics, to A/B testing, to its integrations, to the responsive support team, it’s one of the better landing page tools out there. And it’s simple to load in custom fonts and make your landing pages look on brand, which is nice to have.
Thinking about using Instapage to boost your team’s efficiency? Take Karl’s advice:
Get on the free trial, actually use it, and you’ll be convinced that Instapage is awesome. You’ll put in the work in the first couple of days to set up your campaigns, and then you’ll see that it is by far the best. It’s a no-brainer.
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