We redesigned Comodo’s highest-traffic landing page that already converted visitors to leads at 49,1%. The result: 17,5% uplift in visitors to leads conversion rate.
Comodo is a leading security software company and issuer of SSL certificates with a 44% market share on 13.9% of all web domains. CRO agency Creative Thirst hired us for landing page optimization of visitors to leads.
Key Performance Indicator (KPI): visitor to leads conversion rate;
Funnel component: landing page;
Traffic sources: social, display, direct, organic and paid search;
Device targeting: desktop;
Traffic allocation: A / B (50% / 50%);
We started with interviewing the client about:
Then our goal was to understand key user’s objections and questions and what factors define purchase decision. The questions in online survey were
We decided to test radical redesign of page that will fix all found problems.
Hypothesis was to make long-form landing page with copy that explains the value simpler and use fair as key decision trigger with “Pain – More pain – Hope – Solution – Call to action’ model
The alternative page converted 17.5% more leads with a 90% confidence level. Exactly 4,256 visitors took part in the experiment over 29 days
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