NovaPay: website and customer app, one conversation
A UK payments company whose ads, landing page and product onboarding finally matched. Result: 62% more product demos in a quarter.
The situation
NovaPay was buying UK search and LinkedIn traffic into a marketing site written like a pitch deck, then dropping new users into an app that asked different questions in a different tone. Paid CPA looked “fine” until you asked sales how many of those leads could complete onboarding without a human rescue.
What we did
We rebuilt the public site around the jobs a finance lead in London actually has, and redesigned the first-week app journey so KYC-adjacent steps were explained in the same language as the ads. Tracking finally joined Ads to CRM stages, not to raw form fills.
Engineering and marketing sat in one backlog. When a headline promised speed, the app had to show a progress state that felt fast even when a check took time.
Outcome
62% more demos in the following quarter, with sales reporting that inbound arrived already knowing what the product would ask of them. The in-house team kept the system — we did not become a required translator.
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