We implemented a radical redesign of Comodo’s landing page, to address critical user frictions we identified in our qualitative data analysis. As a result, we achieved a 17.5% uplift in the visitor-to-lead conversion rate of the landing page that was already converting at a rate of 49.1% (!).
Our client is a leading cybersecurity service provider called Comodo that has a 44% market share of SSL certificates, operating on 13.9% of all web domains globally.
Our goal was to increase the visitor-to-lead conversion rate of Comodo’s most visited landing page that offered a free forensic analysis to all users who signed up for the demo session. The difficult part of this CRO project was that the landing page was already converting at an amazing rate of 49.1%
The CRO of a landing page is predominately based on UX research and qualitative data from surveys and interviews. With landing pages, you are rarely able to analyse any funnel or event maps that can give CRO insights. So we rely on user feedback, user tests, video session recordings and heatmaps to provide data for optimizing landing pages.
We started collecting qualitative data by interviewing Comodo’s sales team. Our goal was to get answers to the following three questions:
In the next stage of the research we conducted an online survey, with landing page visitors to determine factors that defined the purchase decision.
The questions in the online survey were:
|1||Users don’t understand the value proposition of free forensic analysis||A short one-screen UI is not enough to explain the value proposition of a technically complicated solution||Explaining the value proposition in a more user-friendly way will improve the perception of the solution|
|2||Complicated copy with technical language that is not clear for all user segments||Some potential buyers don’t have the required technical knowledge to understand the technical aspects of the solution||By simplifying the copy and replacing technical terms with commonly used terms, we will enhance the comprehension of the value proposition|
|3||Fear is a key trigger of the purchase decision||Users search for cybersecurity solutions as means to mitigate fear of being vulnerable to malware||The use of a “Pain – More pain – Hope – Solution – Call-to-action” copywriting framework will mitigate fear and encourage conversion|
|4||Common user concerns and objections to purchase are not related to copy or design||Many users are left with unanswered questions and therefore lack the confidence to convert||Identifying and addressing main user objections and concerns with copy and design will encourage conversion|
After conducting the user survey, we concluded that a significant proportion of user frictions to conversion were not addressed with the current UI. We identified the questions and objections users had that were left unaddressed.
We hypothesized that a radical redesign of the landing page that addresses key friction points and ambiguities will enhance the UX, and as a result will increase the visitor-to-lead conversion rate.
We decided to simplify the value proposition communication. To do that, we used a “Pain – More pain – Hope – Solution – Call-to-action” copywriting framework.
We created a new design and copy for the landing page that addressed all main user concerns and explained the solution’s value proposition in a more user-friendly way, without technical jargon.
To validate the hypothesis, we conducted an experiment where we compared the existing control variation of the landing page with the new alternative variation that we created based on our findings and hypothesis.
The experiment had the following characteristics:
Experiment type: A/B test
Traffic split: 50/50
Key metric: visitor-to-lead conversion rate
Secondary metrics: user engagement (time on page, page scroll depth etc.)
Number of users who participated in the experiment: 4,256
The alternative variation of the landing page outperformed the control variation in visitor-to-lead conversion rate by 17.5%.
1. Effective copy is what makes a difference in landing page optimization.
2. Use an appropriate copywriting framework that shows you understand the pain that users experience and have an effective solution for it.
3. Researching and addressing user pains in the copy of a landing page ensures that you speak to users in a way that motivates them to convert.
4. Focus the copy on a wider audience, avoiding overly technical language and jargon.