Bottomline Technologies Case Study & Partner Success

Empowering Bottomline Technologies to improve their customer experience and drive forward as a disruptive technology leader.

Objectives

Position Bottomline as a disruptive technology leader in the financial services market
Align product portfolio with relevant customer segments to improve website conversions
Restructure website architecture to streamline user journeys.

Digital Strategy

We researched stakeholders, customers, and competitors to re-position the website to understand what differentiates Whistl. We discovered that the previous site could have more effectively communicated Whistl's value and overwhelmed customers with its complexity. It had also grown unwieldy due to expansion and acquisitions, burdening customers with figuring out their own needs.

We placed a clear proposition at the forefront to address these issues, emphasising Whistl's strengths and adopting a customer-centric approach. We created distinct "service pillars" to showcase Whistl's offerings accurately. We simplified user journeys, optimised the website structure for a streamlined experience, and featured the new services prominently.

Strategy

Our strategy team worked closely with Bottomline Technologies to gain a thorough understanding of their core offerings and challenges. We recommended digital changes to overcome their challenges, aid continued commercial growth, and position them as disruptive technology leaders.

We discovered that Bottomline Technologies offered 31 solutions, which was overwhelming for potential leads. To simplify the user journeys, we needed to simplify the proposition. We took several steps to define the new proposition:

Conducted discovery workshops across the US, EMEA, and APAC to identify core customer types by industry and markets each product was serving.
Analysed search data to understand what customers were searching for and what was lost among the current offering.
Reviewed the current organic positioning for all solutions and keywords driving traffic, along with page views from the current site for US, UK, and APAC.

We introduced simplified user journeys and new online tools like Drift to automate conversations and better qualify leads before sending them to the sales team.

A simplified Information Architecture was also introduced, making the right content easily available to the right prospects. Visitors can now browse by solution or business type, eliminating confusion and improving their experience.

The Rawnet team is incredibly responsive from a project management/strategic perspective. Everyone is so willing to help and supportive of the Bottomline team. I’m impressed by the light, agile nature of UI and Dev - the team has done so much in such a short period of time.

Strategy

Rawnet was tasked with generating high-quality and relevant leads for Bottomline Technologies' Paymode-X® Business Solution by driving the right audience to take action on their website. The goal was to target potential clients at different stages of their purchasing journey.

The Paymode-X® paid campaign was rolled out in three phases: short-term, mid-term, and long-term. The short-term phase focused on creating initial brand and product awareness, while the mid-term phase targeted prospecting with a more targeted approach. Finally, the long-term phase aimed to enable a lead generation strategy through paid advertising and driving traffic to the site to create a sustainable approach at all levels in the funnel.

During the initial awareness phase, LinkedIn was used to drive traffic to the Paymode-X® offering and create additional, more targeted, audiences for sponsored posts. Paid search on Google was also implemented. Rawnet provided users with helpful information at the start of their journey to increase the chance of conversion in the longer term. Better conversions were achieved by curating freely available content, with optional data capture for a PDF. Google Search Ads used keywords split into campaigns and ad groups based on intent and relevancy. The landing pages used Hotjar recordings to monitor user behaviour and optimise regularly.

In the prospecting phase, Rawnet aimed to re-engage with users who had visited the Paymode-X® pages but had not taken any valuable action from a data exchange perspective. LinkedIn campaigns targeted users who had visited key site pages but had not converted and were further targeted using job function/title to distinguish the persona types to tailor the ads to their needs.

Google Display static images, Gifs and responsive display ads were used to reach the target audience as a remarketing tool. Google Search was used to identify users who had been to Paymode-X® pages, and Remarketing Lists for Search Ads (RLSAs) were used. This allowed for separate messaging to users previously exposed to the Paymode-X® offering, targeting broader high-volume searches without worrying about capturing the wrong intent.

The objective was to migrate the subsite smartpayments.com onto bottomline.com, unify all content in one hub, and capitalise on Bottomline's journey to becoming thought leaders in the banking industry.

Objectives

Migrate subsite smartpayments.com onto bottomline.com
Capitalise and continue Bottomline’s journey to being thought leaders
SEO advantages for .com site
Unify content in one hub
Improve user experience and journey by allowing solutions to blog content and vice versa.
Boost credibility through educational content and highlighting trends

Strategy

The migration provided SEO advantages for the .com site, improved the user experience and journey, and boosted credibility through educational content and highlighting trends in digital banking.

During the project, we thoroughly analysed the content on the smartpayments.com subsite and identified the most valuable pieces to migrate onto bottomline.com. We then designed and developed a new section on bottomline.com to house the migrated content and optimised it for SEO. The identified content was migrated from smartpayments.com onto bottomline.com in a logical and easy-to-navigate manner. To improve the user experience, we ensured that the migrated content was integrated seamlessly into bottomline.com, and users could easily find the necessary information.

Additionally, we created new educational content that highlighted trends in digital banking and positioned Bottomline as a thought leader in the industry. We also developed a hub of blog content around banking and digital banking to provide users with valuable insights and engage them on the site. Finally, we tested the new section of bottomline.com and refined it based on user feedback and analytics data.

Strategy

We designed and developed an annual savings calculator for Bottomline's Paymode-X solution, which allowed potential customers to quickly and easily determine the potential cost savings associated with using Paymode-X solutions. The tool was integrated into the Paymode-X solution webpage, making it easily accessible to visitors.

To ensure optimal lead generation, we optimised the tool for user experience and ensured it was user-friendly and easy to navigate. The tool has since proven successful lead generation, increasing sign-ups and providing valuable information to potential customers about the cost savings associated with using Paymode-X. Overall, developing the annual savings calculator was a successful project that provided Bottomline with an effective tool for lead generation and increased customer engagement.

Rawnet was engaged to create a layer between the website application and the reporting methods, which pulled data into an accessible layer for more granular reporting on user behaviour on bottomline.com.

Objectives

Create a layer between the website application and the reporting methods to pull data into an accessible layer for more granular reporting on user behaviour on bottomline.com
Joint venture with an agency called Adaptive.co (they are facilitating the reporting)

Strategy

To ensure the reporting methods were fully optimised, we engaged in a joint venture with Adaptive.co, an agency specialising in facilitating data-driven reporting. This partnership allowed us to leverage their expertise and resources to create more robust and comprehensive reporting.

The new data layer was launched in January 2023, and we saw immediate benefits from the enhanced analytics application. The new reporting methods allowed Bottomline to gain deeper insights into user behaviour on the bottomline.com website, providing valuable information to inform our marketing strategies and improve user experience.