CRO Case Study: Mobile Lead Gen

Background:

One of our enterprise clients provides web and application security solutions for global companies. SmartSearch manages highly-targeted digital advertising campaigns across several channels to drive prospects to lead-gen micro-sites that we design, develop, host and continually improve through CRO (Conversion Rate Optimization) testing.

Challenge:

Avid Demand (formerly SmartSearch Marketing) has been managing a successful landing page program for this company for more than two years, continually improving conversion rate and lead gen results.

• Challenge #1: after two years of testing it is difficult to continue increasing conversion rates.
• Challenge #2: more than 80% of their website traffic comes from mobile devices so success is directly tied to the mobile experience on the landing page.

Solution:

By focusing our CRO test plan specifically on the mobile user, we were able to drive significant,  incremental conversion improvements where they have the largest impact on lead gen results.

Results:

Over a 12-month period we were able to achieve a 63.42% increase in leads (form submissions) for this client’s mobile audience.

Here is a sampling of our A/B landing page tests, focused on improving the mobile experience.

Test:  Update Call-To-Action (CTA) text and changed the text to black on a white background, to improve mobile readability.

Results: Variation I increased form submissions by 15.45%

Test:  Add an asterisk (*) to required form fields to improve clarity of requirements on mobile devices.

Results: Variation I increased form submissions by 14.24%

Test:  Add an anchor link to the red triangle to enable mobile users to easily/quickly scroll down to the registration form.

Results: Variation I increased form submissions by 12.20%

SUMMARY:

By focusing our landing page testing plan on the majority of visitors (mobile users) we were able to devise a testing plan that positively impacted the mobile experience and further increased leads.