cScape Engagement Programme for Sony Dramatically Improves Lead Conversion

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cScape user experience, engagement and persuasion optimisation programme sees conversion rates soar by over 50%

Sony Professional Services Europe, a leading supplier of solutions for broad horizontal communications, AV, IT, magnetic and optical storage, has been working over the last 18 months to improve its online presence. Increasing the usability and 'stickiness' of its customer facing website, Sonybiz ( was a key step to achieving this. A Key Performance Indicator (KPI) was to continue to improve conversion from click-through to dealer sale and customer data capture. Decreasing bounce rates was also an important objective.

cScape, an award-winning digital agency, was engaged by Sony PSE to do a full persuasion audit of key areas of the Sonybiz site and implement recommendations. Aimed at improving customer engagement and conversion, the resulting report identified optimisation opportunities and improvements to the top level navigation and user journey through the site. It also provided suggestions for engaging the customer at each stage of their journey. cScape went on to produce new creative designs that developed the persuasion audit report recommendations.

Given Sony PSE's indirect sales model, an important objective for the cScape project was to help users quickly locate Sony dealers after they had found the products they wanted. Changes to the dealer locator in the 'Where to buy' section of the site have made a significant difference to the number of visits. More importantly, the number of leads generated is up and conversion from lead to sale has rocketed from 6% at the start of the project to 60% at the last count.

Richard Avis, Senior eMarketing manager, Online Marketing at Sony PSE commented, "This project has delivered amazing results since going live. We continue to be impressed by cScape's ability to translate strategy into highly creative and effective design."

Andy Harding, Sony PSE's General Manager- Online Marketing, added, "The value that cScape's changes have provided to Sony, its dealers - and ultimately its customers - is excellent".

About cScape
cScape ( is an NMA top 50 full service digital agency based in Clerkenwell, London. The company, which has over 70 staff and is part of the AIM listed cScape Group Limited, offers strategy and planning, design, technical build (intranet, extranet, website and mobile), digital marketing/customer engagement campaigns including social media and analytics services.

Many of cScape's clients - which include Barclays, ExxonMobil, Sony, Aviva, Carbon Trust and the Chartered Institute of Personnel and Development (CIPD) - have worked with the company for many years. This is because it provides a unique mix of strategic, technical and creative services. It recently won five awards for its information architecture and general design work for Barclays and is also technically strong with a Microsoft Most Valuable Professional as its Chief Technical Officer. In addition, it counts Dave Chaffey, recognized by the CIM as one of only 50 marketing 'gurus' worldwide and Richard Sedley, a CIM lecturer on social media, as part of the team that rolls out community planning, social media audits and programmes, persuasion audits, buzz/PR monitoring and engagement mapping strategies for blue chip companies.

About Sony Professional Services Europe
Sony Professional Europe, a division of Sony Europe, is a leading supplier of solutions for broad horizontal communications, AV/IT, as well as magnetic and optical storage. Sony Professional's market segment solutions, service and support packages are targeted at organisations in the Healthcare, Media, Video Security, Retail, Transport and Large Venue sectors.

Sony Professional's solutions business offers its customers access to the expertise and local knowledge of skilled professionals in every European country, as well as 'best of breed' hardware, services and resources from other organisations. For more information please visit Sonybiz (


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Monica Hart
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Saleha Ali
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