Overview

Hyperoptic is the UK’s largest exclusively full fibre broadband provider, competing in a highly challenging market, with competitors firmly established with great awareness among consumers. However the broadband market lacks differentiation, so Croud needed to amplify the niche that Hyperoptic had carved out - including capitalising their trusted reviews which were the highest on TrustPilot amongst competitors - and ladder this into the strategy. Through a three stage ‘excite’, ‘nurture' and ‘conquest’ approach Croud exceeded targets with a 20% over-delivery making it an exceptional year for the brand.

The challenge

Hyperoptic operates in the UK broadband market, which is a highly competitive and dynamic marketplace - it's dominated by a few major players, so it can be challenging for smaller providers to gain market share and stand out amidst the competition.

Although one of the smaller players in the market, Hyperoptic has carved out a niche for itself by focusing on providing ultrafast broadband, along with fairer pricing for all consumers.  

Croud began working with Hyperoptic mid-2022, after they had faced some setbacks in meeting their targets in the first half of the year.

The objectives set were to:

1. Increase website traffic year on year by 21% 
2. Increase conversion rate [CVRs] +16% 

The Croud difference

To overcome the challenges of the competitive broadband market, Hyperoptic needed to focus on understanding the consumer journey, and leveraging its unique strengths to gain a competitive advantage.

In order to achieve our H2 targets for the Hyperoptic consumer decision journey, we identified three key stages that were critical to success: excite, nurture, and conquest.

1. During the "excite" stage, our goal was to capture the attention and interest of potential customers through compelling messaging and targeted advertising across a multi-digital channel approach including digital OOH. We aimed to create excitement and curiosity around our product offering and generate awareness of the benefits of our services.
2. In the "nurture" stage, we focused on building trust and credibility through social media with potential customers by providing them with relevant and valuable information about our services. Through targeted content and personalised communication, we aimed to establish a relationship with our audience and deepen their interest in our products.
3. Finally, during the "conquest" stage, we aimed to convert potential customers into paying customers by presenting them with a compelling offer and creating a sense of urgency to act. Using Meta and PPC channels, we leveraged targeted advertising and personalised messaging to encourage potential customers to take the final step in their decision-making journey and choose Hyperoptic as their preferred provider.

By following this three-stage approach, we aimed to create a seamless and effective decision journey for potential customers, which would ultimately lead to increased conversions and help us achieve our H2 targets.

The results

Despite facing challenges such as rising costs due to inflation, increasing media costs, and a highly competitive market, Hyperoptic managed to achieve impressive results within just two months of launching its activity. The company recorded its best week of sales three times over, with a 27% increase in conversions and a decrease in cost per acquisition (CPA) by 17%. 

Not only did they achieve their targets, but they also exceeded them significantly:

• Website traffic increased by 61%, which was 191% higher than the target, 
• Conversion rate (CVR) increased by 23%, which was 48% higher than the target. 

Furthermore, within just four months of onboarding, Hyperoptic surpassed its H2 conversion target. The year ended with a 20% over-delivery against these targets, making it an exceptional year for the brand. This success can be attributed to the company's customer-centric approach, focus on innovation, and the ability to respond quickly to changing market conditions. By continuously refining its strategies and leveraging new technologies, Hyperoptic has established itself as a leading player in the industry.