Client Case Study: Conversion Improvement with A/B and Multivariate Testing

Background:

A global provider of enterprise resource planning (ERP) software solutions utilizes their website to gain qualified sales leads. They currently serve mid-market companies and have 20,000 customers in 140 countries.

To increase lead volume and improve lead quality, the ERP company partnered with SmartSearch Marketing to launch a landing page testing program.

Challenge:

The goal was not only to increase the number of leads generated (the number of online inquiries), but also the quality of leads coming from the website.

This was especially challenging because the ERP client also wanted to reduce the Cost Per- Lead at the same time.

Solution:

The SmartSearch Marketing team created a Pay-Per-Click (PPC) advertising landing page testing program that involved the following components:

  • Analyzing visitors and needs
  • Creating valuable downloadable assets
  • Presenting compelling “call-to-actions”
  • Providing clear paths-to-conversion
  • Improving registration forms

The original landing page was redesigned and the above improvements were integrated into each of the pages. After an initial testing period, Web Analytics data was studied again, and additional enhancements were made to the landing pages.

Results:

The SmartSearch landing page testing and optimization program increased the online conversion rate from 5.8% to 12.2%. (A conversion was recorded when a qualified prospect completed an inquiry form.)

SmartSearch Marketing was able to improve lead gen results by offering more valuable marketing assets, and creating more compelling call-to-actions.

As improvements were made to the landing pages, more qualified visitors were taking the desired actions. This helped reduce the Cost-Per-Lead, making the website one of the company’s lowest-cost channels for lead generation.