Paper Round

Paper Round
Paper Round

Measuring, testing and improving marketing and conversion with a joined up approach

We’ve been very impressed with Ten4’s proactive approach, with improvements to our websites made continuously throughout the year. They have invested time and effort in our ongoing relationship so that we’ve come to think of them as an extension of our marketing team.

Harriet Simpson, Marketing and Engagement Manager

Waste management and recycling

Paper Round provide waste management and recycling for businesses in London and the South East. They approached us in 2014 to provide better management of their existing website, as well as consultancy in a number of areas such as pay-per-click advertising, SEO and CRM. With a number of disparate systems already in place, we were tasked with implementing a more joined up approach to their marketing; measuring, testing and improving its effectiveness thereafter.

Paper Round

The work

Establishing good account and project management came first, as did setting several KPIs such as website-generated revenue, quote enquiries and online bookings. We developed a clear schedule of work and review for each quarter, starting with thorough content, usability, SEO and advertising reviews.

Reporting back and prioritising improvements we made a number of key changes: we worked on code and content to build SEO and general user experience; redesigned the enquiries form to be more useful for the quoting team; A-B tested calls-to-action; and tested new copywriting against existing pay-per-click ads.

Our growing knowledge of the business informed further learning and incremental improvements that eventually lead to a full redesign. This included adding functionality and data visualisation to the members area, developing email marketing, improvements to Information Architecture and content, focussing on specific business areas, such as security shredding and paper recycling.

We continue to advise and improve, test for effectiveness and feed back in an ongoing, rewarding relationship.


  • SEO
  • Front-end Development
  • Content Management
  • Information Architecture
  • A-B testing
  • Email marketing
  • UX/UI design
  • Pay per click advertising
  • Content audit and strategy
  • Copywriting

All-round optimisation

Along with targeted advertising, Paper Round consistently perform well in organic search results – shown here as #1 in London for office recycling. We tested and optimised the calls-to-action so each visitor can easily make an enquiry, and in turn, become a paying customer.

Paper Round
Paper Round
Paper Round

In this competitive industry, balances are made between financial cost and ethical practices. Detailed information throughout (whether you visit via mobile or desktop) allows customers to make informed decisions about Paper Round’s particular offering.

Paper Round
Paper Round

Member's area

Customers can log in to view their recycling reports, book a collection, make changes to account information, download resources or simply request a call-back from the team.

Paper Round
Paper Round

Spending less but getting more

Rethinking and distilling the scope of the AdWords campaigns lead to fewer click-throughs but more conversions – in simple terms, we helped Paper Round spend less on advertising and increase their returns.

Along with this, a 126.7% surge in enquiries, a 13% reduction in bounce rate and increases of 18.8% in session duration and 16.7% in page-views per session indicate a successful first year.

Paper Round
Spending less on AdWords, but getting more conversions.

Want to know more?

Email or call 020 7613 0590 to see how we can engage your audience.