Case Study · SaaS & App
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Septem Systems
Reservations & loyalty SaaS for cafés and restaurants
Key idea
One system that shows which campaigns and offers actually fill the demo calendar, so every month you know what to repeat and what to drop.
The challenge
Traffic was coming from many places but nobody knew which channels were worth the money.
The site got visits, but a lot of people left without booking a demo or starting a trial. Email, social, SEO, and paid all ran in their own bubbles, with no shared offers and no shared goals.
The founders couldn’t tell what to scale and what to kill, so they stayed stuck at the same level.
01
Strategy and tracking
Measure against real outcomes, not visits.
- Cleaned up tracking in Google Analytics so we could see which sources actually brought signups and product use.
- Set clear goals — demo booked, trial started, plan activated — and tracked everything against those.
02
Channel and funnel work
Match the message to how owners actually talk.
- Reworked Google Ads search around real intent keywords for restaurant bookings and loyalty, not just brand terms.
- Improved ad copy and landing page messaging around filled tables and repeat guests, not features.
- Lined up email, social, and paid behind the same core offers and free trial instead of each team doing its own thing.
03
Creative and social proof
Warm the lead before the pricing page.
- Used case-style posts, simple screenshots, and short clips showing how bookings and loyalty data look inside the product.
- Pushed that content through social and email to warm up leads before they hit the demo or pricing page.
04
Feedback loop
A weekly view of what to repeat and what to cut.
- Built a simple weekly report showing traffic, conversions, and which channels and campaigns were actually working.
- Used it to shift budget into the best search terms and creatives and cut the dead weight.
Results
+41%
Website traffic, quality held steady
+29%
Overall conversions from the channel mix
+30%
Click-through rate on search ads after rebuild
35K+
New social followers, a warmer audience for launches
Why it matters for an owner
Before this work, Septem was paying for traffic without really knowing what came back, and growth felt random.
After, they had one system that showed which campaigns and offers filled the demo calendar and brought in paying restaurants. Every month they knew what to repeat and what to drop.
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