Problem Statement
Prospects visiting Sendoso.com are immediately leaping to the pricing landing page with 54% abandoning their session or booking a demo, with only 3.6% qualified as a lead. Evaluation of user behavior shows users are not finding what they are looking for, creating a journey dead end and diminishing the quality of leads due to lack of education before booking a demo.
This challenge was solved through a refactor of the user journey, a page redesign with new CTA’s, dynamic messaging, and promotion of educational content.
The redesign of this page resulted in the following improvements:
43% increase time-on-page.
2.5x increase in sales qualified leads (SQL) attributed to demo conversions from pricing page.
4x increase in prospect engagement with Qualified chat experience.
Organic visitor bounce rate decreased to 27% from 54%.
Refactor of visitor flow to view page and renaming of page to clarify its communication goal.
Testing and Revising Demo CTA
Results from a survey included in the sales team screening sequence indicated prospect were confused about the “Get Started” action, many expecting a sign-up or log-in page, rather than a demo booking page. Heat map data from FullStory supported this feedback.
A/B testing over 60 days showed a clear preference for the variant, “Book Demo”.
13% increase in engagement with variation, “Book Demo”.
Associating a CTA button and UTM coded with each plan tier, improved sales teams ability to target prospects with additional education content prior to a demo call.
Improving Lead Quality Through Additional Actions
Prior to the redesign of the compare plans page, visitors could take one action, booking a demo. This resulted in a dead-end for visitors, who either abandoned their session or used the “Book Demo” action.
Problem
62% page bounce rate for organic traffic.
45% of demo conversions from this page where disqualified due to the request being related to a question about plan pricing, not for a demo.
No contact form. Prospects required to leave page to engage chat and contact form when they had questions about plans.
~15% of inbound demo requests were related to questions from prospects still in consideration, requiring sales team to reroute to the appropriate team.
Solutions and Outcomes
Two contact CTA paths added, a chat experience and a contact form.
82% reduction in demo form completions by visitors with general questions but not interested in a demo.
Chat experience prioritized by placing CTA button in page hero.
Chat experience CTA improved lead screening and capture of buyer profile and intent data.
2x increase in demo conversions using chat CTA versus previous auto pop-up experience.
Spotlighting of resource content, leveraging 6sense intent data toy target prospects by buying stage and use case.
Top 5 page rank performer for engagement with resource content (previously unranked).
Educating Prospects On Plan Benefits
Research highlighted the user journey lead to a dead end and diminishing the quality of leads due to lack of education before booking a demo.
To solve for this a comparison matrix placed as the second module on the page, allowing visitors to see the features of how each plan stacked-up. A anchor-link was added to each plans column, jumping visitors to a detail summary of the plan capabilities below.
Organic visitor bounce rate decreased to 27% from 54%.
Fullstory session tracking revealed visitors median scroll depth improved from 45% to 69%.
Fullstory heat mapping revealed more engagement with the page, specifically scanning and clicking plan detail content.
Increasing Time On Page
The previous version of the plan page, was ranked 4th for page-views but had an avg. time-on-page of 24s. This was the result of the page only having one action to take (Book Demo) and it not clearly comparing the differences and benefits of each plan.
A substantial increase in time-on-page was accomplished by including a feature comparison, plan summaries, 2 contact CTA’s (live chat or form submission), and spotlighting resources.
2x increase time-on-page.
Average time-on-page from 24s to 44s.
Design Evolution
Previous “Pricing Page”
Redesigned “Compare Plans Page”
