Navigating the rebrand of a household name
A strategic launch for Opayo to establish a new brand and boost conversions
When Sage Pay was renamed Opayo, it triggered a rebrand of the entire site. As they embarked on this brand transformation, moving from a relatively household name into an unknown entity it was essential they retained brand equity and recognition across all marketing channels, particularly their website, in search marketing and all lead generation channels.
As a trusted partner for over seven years Opayo (formerly SagePay) trusted us to provide them with the right strategic guidance across technical implementation and digital marketing for a smooth transition as they navigated this huge milestone for their brand.
A connected approach to digital strategy, SEO and Paid Media
LAB’s experts across all agency specialisms, from digital strategy, brand strategy, SEO and Paid Media came together to provide Opayo with a seamless experience across disciplines, throughout the rebrand and migration.
Working closely with the Sage Pay Branding Agency, we implemented the design across both the UK and Republic of Ireland websites within five months.
LAB Group provided the conduit for all strategic digital decisions, centrally managing the process and providing reassurance and peace of mind to Opayo.
The search marketing team created a bullet-proof SEO migration plan to ensure brand equity was unaffected during the website and brand migrations. Metadata was leveraged to encourage more organic searchers to recognise the new brand and convert to leads.
The paid media team adopted an aggressive and dynamic PPC penetration approach using psycholinguistic copywriting to drive high volumes of high-quality leads.
Search impressions for Opayo’s product pages returned to pre-migration level within just two months of the seamless technical migration.
Opayo Rebrand Results
- 155% Increase in Session Time
- 283% Increase in leads YoY
- 87% Reduction in CPA
- Technical delivery
- Audience research and insights
- UX / UI
- Behavioural marketing
- Paid media