The Situation
SEON approached Upraw Media because they were struggling with low conversion rates across their demo and trial funnels. They had just received a €94M series B funding round that put extra pressure on the growth and marketing teams to increase inbound performance. Some of the issues they faced:
🎯 Having many ICPs made it challenging to fine-tune or create high-converting LPs that speak to all of these audiences
🎯 Having a very high monthly media spend it was imperative to improve performance without increasing budgets and make the campaigns as profitable as possible.
🎯 SEON had a lot of market and customer research that needed auditing and supplementing where necessary.
🎯 The SEON team wanted to to be trained on CRO principles so they could create well optimised marketing materials after our collaboration.
SEON provides a range of tools to prevent fraud. SEON helps online businesses reduce the cost, time, and challenges faced due to fraud. They offer features such as AI & Machine Learning, Device Fingerprinting, IP Lookup, and more to help businesses make better risk decisions.
Challenges
Improving conversion rates for demo and trial funnels
Rising paid media CPA and CAC
Poor lead quality
Crafting messaging that speaks to their varied ICPs and personas
Identifying research gaps and supplementing with quantitative and qualitative data
Gaining a deeper understanding of CRO strategy, methodologies and frameworks that could be maintained internally
Limited internal CRO knowledge
Lack of A/B testing volume
Approach
Landing page Teardowns + Heuristic analyses: To reveal most issues with existing pages and inform on how to best address them
Voice of customer research: To understand how ICPs speak about SEON and create realistic, attuned copy. This type of research was lacking yet essential
Complete Wireframe: A blueprint containing all of our knowledge and research for one key page, to give SEON a gold standard on which to base their changes on.
General CRO education and training: To make sure SEON's team knows how to interpret our findings as well as implement them themselves
AB testing assessment, strategy & education: Setting the groundwork for a future AB testing programme, as conversion volume hits sufficient levels
The results speak for themselves:
A huge +46% increase on high intent landing page conversion rates reported by the client
Tens of landing pages were significantly improved with conversion optimised versions.
Better understanding of potential customer's tone of voice with adapted copy on most assets.
CRO Educational resources for SEONs marketing, product and sales team that they deemed extremely useful.
Hero Section
Before
- Lots of checkmarks (Information overload)
- Long video that runs the risk of losing attention early
- Neutral CTA, non-contrasting colour + generic copy
- Lacking a sticky header
- No supporting copy for CTA
Hero Section
After
- Fewer checkmarks and more concise copy
- Image added to immediately hint at product functioning
- CTA text more engaging with contrasting colour
- Sticky header added for always available CTA
- CTA beneath the copy to remind you why to take action
Call-to-action
Before
- Simple design with not much copy or justification for clicking the call to action
- Does not stand out or convince as a main CTA section should
Call-to-action
After
- Elaborate reasoning behind taking action
- Highly benefit-based CTA: All the copy is employed to motivate
- Mention of a free trial after the call
- Emphasis is on finding solutions and gaining access to expertise, whether you buy or not
In times like these, when budgets are restricted and prospects are cautious to buy, improving conversion rates is the only way to improve ROI. With the help of Upraw Media, and the CRO tear-downs, analyses and ideation sessions they did, we were able to increase our high intent page conversion rates by a whopping 46%. The Voice of Customer Research they created is used not only by the performance marketing team, but sales and product marketing teams too.
Performance Marketing Team Lead
Conclusions
With a systematic approach to analysing SEON's key pages and translating our findings, along with quick wins for many other pages, all transcribed within a wireframe taking into account best practice, as well as customer-mined messaging, we have managed to completely change the face of SEON's online assets.
This resulted in SEON's team being more knowledgable about CRO, many UX, design and messaging changes across their site and LPs and in the end, clients who achieved their goals, and are very happy with the "whopping 46%" conversion rate increase on key landing pages.
This shows the power of CRO to improve marketing performance starting with the assets at the bottom of the funnel, which left unoptimised, will make your ad campaigns inefficient, and more of your hard-earned visitors bounce or choose a competitor.