Conversion Rate Optimization
… let’s think about conversion rate optimization.
In this use case, ACME Corporation provides a software-as-a-service (SaaS) product to a B2B market of program managers.
Like all SaaS companies, the sign-up process is the most important conversion on ACME’s website.
Historically, ACME’s website converts 1% of its website traffic into new sign-ups.
As the CMO at Acme, you bring conversion rate optimization experience (CRO) to your team.
You instantly identify several friction issues with ACME’s sign-up page and user experience.
—-> Insert Example of Before Sign-Up Page
—-> Insert Example of After Sign-Up Page
How to Approach the Project:
A good starting point is to schedule a CRO meeting with your website team (or agency).
Demo the sign-up page to the team. Point out the friction in the user experience.
Outline the requirements to re-design + code a new sign-up page.
Assign responsibilities to your web team members.
Here are a few things to consider on your sign-up page to improve conversions:
- Use a value-packed headline on your sign-up page.
- Add a phone number on your sign-up page that rings to sales.
- Place a couple of testimonials on your sign-up page.
- Use color contrast to make the button bold and can’t miss.
- Use a true marketing statement and trust logos for social proof.
How to Get Started:
Create a wireframe of the new ACME sign-up page (here’s a wireframe of the example above).
Share the wireframe with your web designer.
Ask your designer to design a new user interface for the sign-up page. The design needs to be responsive and mobile-first.
After the design is created and approved, send the design to your website developers to code into the ACME website.
In this use case, we did not A/B split test the new sign-up page we create -vs- the old sign-up page that was converting at 1%.
After launching the new sign-up page, ACME’s sign up page conversion rates increased to over 8%.
ACME’s website went from 3 new sign-ups per week to 3-new sign-ups per day.
Anthony Ragland
Friday February 14, 2020 9:40 AM ESTRelevant Toolsets
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