We recently ran a conversion optimization split URL test for BigContacts, challenging a current pricing page design against a new pricing page designed by Surge Labs. The end result was a 76% increase in visitors to the free trial sign up page.
The Client – BigContacts.com
BigContacts is web-based Contact Management (CRM) system that is designed for small businesses that have outgrown basic solutions like Outlook, Goldmine or ACT but don’t want the cost or complexity of CRM solutions like Salesforce.
The Business Objective
BigContacts.com offers a FREE 30 day trial so visitors can try the product before they buy. The main objective of the website is to get more visitors to sign up for the free trial. Once signed up for the free trial users are much more likely to purchase the product.
There are currently many web-based CRM systems out in the marketplace, with several big players such as Salesforce.com and HighRise. BigContacts.com is targeting visitors from small to mid-sized businesses that want a CRM system that is affordable and easy-to-use.
The BigContacts existing pricing page was confusing and had a lot of miscellaneous information on the page that diluted the pricing message and got in the way of prospects signing up for the free trial.
Also, BigContacts wasn’t sure what pricing plans were best for their prospects. They wanted to find out if monthly plans or annual plans would perform the best.
We created a new pricing page that was much cleaner and presented the pricing plans in a much more readable fashion. We highlighted one plan over the other two plans so prospects would know which plan was most popular.
We also included a features list with check marks to indicate which features were included with each version. We also included a list of FAQs to help answer questions that prospects commonly have before they sign up.
- Pricing Page Before Surge Labs
To test the “old” verses “new” page we ran a split URL test. We created three similar pricing pages (one focused on the Free Trial, the other on Monthly fees, and the third on Annual fees). We split the traffic going to each of these pages fairly evenly and ran the test for about a 6 weeks.
- Pricing Page After Surge Labs
The Results – 76% Increase in Visits to the FREE Trial Signup Page
The new pricing page design with Annual fees messaging generated 76% more visits (at a 100% confidence level) to the free trial sign up page over the current pricing page design.
BigContacts was quite happy with the test results as it will continue to drive more prospects to the free trial signup page and it confirmed which pricing option would help sell the best.