Decoder

Introduce your business and what you do there.

I’m the Director of Digital Marketing at BACO Realty. We're a real estate investment company that owns and operates self-storage properties across the US. These properties are operated under our brand Security Public Storage.

What challenge were you trying to address with Decoder?

We needed someone to improve and manage our digital advertising spend and online conversions through conversion rate optimization (CRO) strategies.

What was the scope of their involvement? 

Decoder Digital was responsible for managing our Google PPC campaigns as well as executing CRO including research, design, testing, and execution.

On the PPC side, they basically recalibrated all of our digital ad campaigns within Google Ads, modified our strategy, managed everything to stabilize the performance, and helped us transition to an in-house team. 

On the CRO side, they focused on improving our website design to clarify our value props to our potential customers which helped create more interest in renting or reserving storage units with us. The team conducted qualitative and quantitative research before formulating a plan. From there, it was all about testing, design, and implementing designs that improved our conversion rate.

What is the team composition? 

We worked with Ben (Founder & CEO), Amy, and Nate (PPC Managers). We also worked with Amber, Tessa, and Annie (CRO team).

How did you come to work with Decoder?

I’d worked with Decoder before joining BACO Realty. In my prior experience, not only was I was able to see the results that they produced for their clients, but I could also understand how great they were at what they did. I appreciated their style of communication, too.

We did look at 5–6 other companies and went through an extensive due-diligence period. But, in the end, we chose Decoder because they had a boutique service offering that was custom to our business needs.

How much have you invested with them?

Altogether, it was about $75,000 with the PPC and CRO work.

What is the status of this engagement?

The engagement lasted between May 2019–July 2020.

What evidence can you share that demonstrates the impact of the engagement?

Decoder helped increase our conversion rate by 40%–50% after completing the various CRO tests. Website leads have improved over 20% year-over-year and costs declined by nearly 30% year-over-year.

How did Decoder perform from a project management standpoint?

Decoder was very responsive. We had weekly meetings with their team for all projects. On those calls, we’d go over the prior week’s performance, look at existing action items, and discuss any changes we’d need to make as a result.

What did you find most impressive about them?

Every single person on their team was just so deeply knowledgeable in their field. It felt like each team member had at least a decade of experience in their discipline.

They were also very engaged with our business. The team took the time to understand every element of our business, not just from a marketing perspective but also our overall operations and how marketing affects that.

Are there any areas they could improve?

No, they executed exactly what we hired them to do.

Do you have any advice for potential customers?

Don't hesitate to contact Ben at Decoder to discuss your project. He will work with you to achieve your goals.

Introduce your business and what you do there.

I’m the digital marketing director for iPEC Coaching. We offer tools and training services for coaches, business owners, and other influential leaders.

What challenge were you trying to address with Decoder?

We wanted to optimize our current website and Google AdWords campaigns to increase our lead generation rate.

What was the scope of their involvement?

Decoder rebuilt our entire website on a WordPress platform. First, they tested the performance of our existing content to better understand our incoming traffic and the success of our PPC campaigns. We identified several action areas to improve, which would generate immediate results.

They rewrote all of our content, implemented a new tagging system, and redesigned the platform’s architecture based on information found through analysis and heat mapping. They studied our visitors’ navigation habits, how much time they’re spending on the site, and translated that data into lead generation strategies. The team also made sure that our marketing message aligned with our sales message.

What is the team composition?

I worked with Ben (CEO, Decoder), Kelly (Project Manager, Decoder), and Gabe (Graphic Design Lead, Decoder). Jamie (Project Manager & SEO Lead, Decoder) and Kiva (Frontend Development Lead, Decoder) handled the programming aspects of the project.

How did you come to work with Decoder?

A different marketing company introduced me to Ben. We started a dialogue, listing out the various tasks we wanted their team to complete. Ultimately, we just decided to redo the entire website.

How much have you invested with them?

We spent $250,000 on their services, not including the media fees.

What is the status of this engagement?

We worked together from January 2014–December 2017.

What evidence can you share that demonstrates the impact of the engagement?

We improved our performance in terms of PPC, SEO, and conversion rates. It was crucial that we worked to drive a higher quality of traffic and also convert it at a higher rate. In our first round of leads after partnering with Decoder, our generation rate increased by over 700%.

To break it down, our overall number of leads skyrocketed from 690 to nearly 15,000. Organic search campaigns yielded a 90% increase in traffic, which attributed to a 1,212% increase in potential customers. In terms of paid search, the number of leads jumped up almost sixfold, while cost-per-lead decreased by 84%.

How did Decoder perform from a project management standpoint?

They were fantastic. The team stayed on top of their work and made an effort to keep us in alignment with our schedule. We mainly interacted via Google Hangouts, using the instant messaging function and some screen sharing.

What did you find most impressive about them?

Decoder translated marketing-specific language into common terms to help us understand their processes. They were very efficient in managing our expectations and organizing their workload. In my opinion, they're a top-notch company. They translate goals into valuable results. If their client isn’t satisfied, they’ll offer up other suggestions to keep the project moving forward.

Are there any areas they could improve?

No, I can’t think of any.

Any advice for potential customers?

Clients should give Decoder freedom in the partnership. They’re very smart and intelligent, and they’ll deliver great results, as long as they have the latitude to do so.

Introduce your business and what you do there.

I was the VP of marketing for Bark.us. We're a technology company that uses machine learning and artificial intelligence to protect teenagers on the internet by identifying potential dangers and alerting parents. I led all of the organization’s marketing initiatives.

What challenge were you trying to address with Decoder?

Our website’s low conversion rates were hindering our ability to scale our business in terms of paid media. So, in order to optimize growth, we needed to improve our conversion rates.

What was the scope of their involvement?

Following a consumer research phase, Decoder redesigned our website, using strategies that prioritized conversion optimization. They drafted a new content architecture, messaging plan, language style guide, and a collection of imagery and iconography that created a cohesive tone throughout the UI. After completing the design, they coded the entire website.

The new platform better describes our story/services and more directly targets our ideal audiences. They also supported the site with a series of SEO campaigns to boost organic traffic.

What is the team composition?

We worked with a large team that included a conversion optimization specialist, an SEO specialist, a copywriter, a designer, a UX specialist, and a couple of web developers. Ben (CEO, Decoder) coordinated the team.

How did you come to work with Decoder?

I found them through an online search for digital optimization agencies. After narrowing my prospects down to a few candidates and interviewing each, I chose Decoder because they seemed the most aligned with my company’s culture and goals.

Because they were a small firm, they were able to offer skilled resources for my project. Based on their portfolio, it was clear that they had the experience to deliver high-quality work. Additionally, they offered these benefits for a good price.

How much have you invested with them?

We spent about $30,000 on the project.

What is the status of this engagement?

We worked together from November 2017–January 2018.

What evidence can you share that demonstrates the impact of the engagement?

We set up an A/B test, launching the new site side-by-side with our original. The updated design’s conversion rate was four times better than the previous iteration.

How did Decoder perform from a project management standpoint?

Decoder’s project management skills were perfect. The team stayed on top of their work, approaching each task with organized and clearly defined milestones. Mainly, we communicated through Slack messages and a shared Google Drive.

What did you find most impressive about them?

They follow an effective and unique methodology. Their team has no weaknesses, and they don’t cut corners. They work at a balanced pace—not too slow and not too fast. This structured workflow improves the quality of their work, helping them stand out among other agencies.

Are there any areas they could improve?

Nothing really comes to mind regarding potential improvements.

Any advice for potential customers?

If a client already has an established revenue stream and is just looking for opportunities to scale using conversion optimization strategies, then hiring Decoder is a no-brainer.

Often, digital agencies redesign websites based purely on design and messaging. Decoder understands the importance of the consumer, forming their strategies based on user behavior and interactions. In using this feedback to dictate the optimization campaign, they set their clients up for success.

Introduce your business and what you do there.

I'm the president of Powerful Prep, an SAT and ACT prep program.

What challenge were you trying to address with Decoder?

We needed an entire website overhaul to fix issues that were overlooked under our previous SEO provider. On the surface, we needed a redesign, but we also needed assistance with conversion rate optimization and overall market research.

What was the scope of their involvement?

They constructed the new site on the back- and front-end in WordPress, including writing copy and building the interface. They had input on every detail of the site, from the font to the logo. They also created questionnaires for market research.

What is the team composition?

We worked with Ben, our main contact, Tessa, who worked on copy, and another colleague who focused on design.

How did you come to work with Decoder?

I started outreach to find a company and Ben responded immediately with a personalized email that stood out from others. I valued the way he didn’t respond to me with a standard template that many companies use. I chose to work with Decoder because of Ben’s customized solutions to our issues.

How much have you invested in them?

We invested around $20,000.

What is the status of this engagement?

We worked together between June—October 2016.

What evidence can you share that demonstrates the impact of the engagement?

Since we began the project, our conversions have been continuously increasing. Compared to the eight months before their work, there is a 50% increase in page-view duration, a 50% decrease in bounce rate, and a significant growth in conversions. Not only did their work have an immediate effect, it has continued to have an impact long after the engagement ended. Our TTM Conversions went from a constant 2.9% to a still-growing 11.8% after working with Decoder. 

How did Decoder perform from a project management standpoint?

They were highly professional at all times. Though we communicated primarily through email, they gave us many opportunities for calls with the entire team for progress reports. Everything about the project was laid out from the beginning. We knew all the details about the time frame, the cost, and the final product from the outset. It was a very predictable process and that was exactly what I wanted.

What did you find most impressive about them?

Decoder showed an ongoing commitment to our success. An example of this came when they recommended us to a different company for some of our needs, knowing that their own offer would be overkill for what we needed. They're a thoughtful team that is dedicated to finding the best solution for the individual. 

Are there any areas they could improve?

No, there wasn’t anything they could have done better.

Do you have any advice for future clients of theirs?

Hire them as soon as you can afford them.