We redesigned Comodo’s 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. The goal was to optimize conversion from a visitor to lead.
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 the 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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