Overview:
One of our enterprise clients provides web and application security solutions for global companies. Avid Demand 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 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.
