Doubling qualified leads for Waystone through conversion-led design
7DOTS ran a structured conversion rate optimisation programme across Waystone's core solutions pages. The first round of live A/B testing doubled qualified lead submissions on the pages and lifted Contact Us conversion more than tenfold on the strongest performers.
The impact
The numbers behind Waystone's digital growth
- +12.8 x
Contact Us conversion rate (Fund Administration)
- +15.7 x
Contact Us conversion rate (ETF Solutions)
- +41%
Contact Us conversion rate (ManCo Solutions)
Waystone
A global leader in institutional fund services
Waystone is a global leader in institutional fund services, providing management company (ManCo), fund administration, ACD, Cayman governance and ETF platform solutions to asset managers and asset owners across more than 20 markets. Its solutions pages reach a senior, high-intent audience of CFOs, COOs, Heads of Product, and Legal and Risk leaders.
The challenge
The right audience, sub-par engagement
Waystone's solutions pages were not turning high-value attention into enquiries, and the business had limited visibility into why. As a firm where one enquiry can lead to a substantial mandate, closing the gap between audience and conversion was a direct pipeline opportunity.
The brief was to identify why visitors were leaving without making contact, and put in place a page pattern that would:
- clarify value in seconds;
- deliver proof at decision time;
- give ready buyers clear ways to connect.
The solution
The solution
7DOTS delivered a full conversion programme across data analysis, hypothesis development and UX and page design, while also building and running live A/B testing which produced a validated conversion model for Waystone’s Solutions area.
Clear conversion objectives
A defined conversion goal and target audience for each solutions page, so every change could be measured against a commercial outcome.
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The outcome
A proven conversion model, ready to scale across Waystone's solutions estate
On the strongest pages, senior visitor contact rates rose over 10x, and qualified leads doubled, directly expanding the pipeline. The next phase will then roll this tested pattern out across the remaining solutions pages, prioritising those with the highest conversion potential.
Key success metrics
Senior visitors now have instant clarity, hard proof, and direct routes to connect.
Each result comes from live A/B testing via VWO, comparing the redesigned variant against the existing control page over the same period. Because the impact was measured, the pattern can now be applied across the wider estate with confidence.
- +96%
Form submissions (Fund Administration)
Submission rate rose from 2.21% to 4.33% on the redesigned page.
- +91%
Form submissions (ETF Solutions)
Submission rate rose rom 2.23% to 4.25% on the redesigned page.
- 12.8x
Contact us conversion (Fund Administration)
Conversion rate rose from 0.37% to 4.72%, the clearest sign of ready buyers finding a route to act.
