Case Study: Analytics-led marketing strategy for ConnX

Client Overview

ConnX is a UK-based tech company specialising in barcode stock control solutions. Trading since 2015 ConnX initially launched their core product known as Stock 50 for Sage. This product focused on solving the gaps in Sage 50 for barcode stock control. With a highly customisable product suite and a growing client base, ConnX needed to better understand how users were interacting with their website, and how to translate that insight into sharper marketing performance.

The Challenge

As ConnX scaled, the team faced several key challenges:

  • A lack of consistent reporting or deep insight into website performance and user behaviour

  • An unclear customer journey, with drop-off points and confusion in navigation

  • A need to create measurable marketing outputs that could support strategic growth

Our Role

Simply IC implemented a specific weekly marketing reporting structure grounded in Google analytics data reviews, while also helping optimise the customer journey and align content strategy with real user data.

1. Analytics Audit & Reporting Setup

We began with an audit of ConnX’s current digital infrastructure, identifying gaps in tracking and inconsistencies in reporting. We implemented a streamlined analytics dashboard using tools such as Google Analytics, enabling the team to:

  • Monitor user behaviour by page and source

  • Track bounce rates, dwell time, and conversion pathways

  • Identify underperforming pages 

  • Monitor traffic acquisition to gain a better understanding of lead referrals 

2. Deep Dives into Buyer Behaviour

Using insights from analytics data, we conducted a series of behavioural deep dives. These revealed:

  • Key points of friction in the customer journey 

  • Pages where users dropped off or failed to convert

  • What users were looking for, but not finding, on the site

We translated these insights into clear recommendations for site improvements, in this case, a redesign of the website, adding in key customer touch points such as live chat modules, and marketing priorities.

3. Content Strategy: Blogs & Messaging Alignment

We worked on the blog strategy, developing SEO-informed, audience-led articles that spoke directly to the stages of the ConnX buyer journey. These included:

  • Problem/solution posts for early-stage discovery

  • Feature-specific deep dives for decision-stage readers

  • Posts designed to improve retention and client confidence post-sale

We also shaped social media messaging to reflect the same insights, ensuring that ConnX’s tone of voice stayed professional but approachable, while speaking directly to the real-world concerns of IT managers and internal comms leads.

4. Strategic Feedback & Implementation Support

Throughout the project, we worked closely with the ConnX team to embed this insight-led approach across marketing channels, offering reporting walkthroughs weekly.

Results

  • A comprehensive weekly reporting structure built around meaningful business goals

  • Improved understanding of user drop-offs and navigation friction

  • A newly aligned content strategy that matched the customer journey

  • Higher-performing blogs and more targeted social messaging

  • Greater internal confidence in data-led marketing decisions

Client Feedback

“Simply IC helped us go from guessing to knowing. Their work didn’t just give us better reports, it gave us clarity. We now understand our audience better and know how to meet them with the right message at the right time.”
— ConnX Director

Conclusion

Understanding how users behave is the first step to creating a digital experience that converts. At Simply IC, we combine data, strategy, and storytelling to help tech businesses like ConnX move from noise to clarity, driving marketing that works and content that connects.