Zooming in on the user experience

UserZoom is a leading SaaS platform that enables user experience testing on a variety of digital products. The company helps customers including Tesco’s, Debenhams, Vodafone and Ryanair to measure and improve digital experiences across websites, mobile sites and apps.

UserZoom appointed Context to help enhance their profile in the UK through a comprehensive content marketing and media relations campaign.

The Challenge

In 2015, following a string of high profile wins in the US and UK including, Sky and AT&T, UserZoom decided to turn to PR to raise the company’s profile and establish it as a thought leader in the field of UX and Remote Usability Testing.

They wanted to get instant results, which meant enlisting a PR agency with specialist knowledge of the technology landscape. UserZoom appointed Context based on their experience in the sector, and began working on a series of activities including blogging and content marketing, before launching into a comprehensive media relations programme.


The Strategy

Context developed a full scale campaign that focused on establishing UserZoom as an expert in UX, targeting high profile publications within the eCommerce, travel industry, digital marketing, banking and finance sectors.

The communications strategy was designed to highlight some of UserZoom’s high profile customers including Ryanair, MoneySuperMarket and Debenhams. Context developed a series of case studies and press releases to demonstrate the real-world benefits of the UserZoom platform. With certain case studies, most notably Ryanair, Context also developed a short video case study, providing additional valuable marketing content for UserZoom.

Context also developed a series of engaging blogs to improve website traffic with a focus on specialist topics around UX, IT and business. These were also repurposed as thought leadership articles to be placed in key industry and trade target media.


The Results

Since working with Context, UserZoom’s profile in the UK increased substantially. Context secured more than a dozen pieces of coverage over a three month period, including Internet Retailing, Digital Marketing Magazine, Information Age and Retail Technology, reaching more than 1 million unique visitors.

Context successfully produced case studies for MoneySuperMarket, Debenhams and Ryanair, which became the basis of UserZoom’s keynote seminar at user conferences and its key promotional takeaway. There was an overall increase in website traffic from the creation of additional content including blogs, case studies and thought leadership articles, as well as a rise in sales enquiries supported by the PR activity driven by Context.