Paper Round

Paper Round

Paper Round

Paper Round

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


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.


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


BPR Group Europe Ltd


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

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.

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.


increase in online sales enquiries

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 156% 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 partnership.