A Conversion Optimization Case Study: Test: 5421-403B
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. When communicating to these visitors it is critical that the value proposition be clear and concise.
The BigContacts home page has a lot of competing content and we needed to create a visual and messaging emphasis on driving click-thrus on the Free Trial button.
A More focussed headline would result in driving additional click-thrus to the sign up page.
To know which messaging best resonates with prospects coming to the BigContacts.com website we tested multiple variations of home page headline text.
Here are the headline variations that we tested:
Control: Affordable, Easy-To-Use Web-Based Contact Manager (CRM)Variation 1: Get an Easy-To-Use Web-Based Contact Manager (CRM)
Variation 2: 10,000+ Businesses Use Our Web-Based Contact Manager CRM)
Variation 3: Focus On Your Sales and We’ll Organize Your Contacts
Variation 4: The Quickest & Easiest Way To Organize Your Contacts
To test the headlines we ran a split test dividing traffic equally (20% each) among the control and new headlines.
The Results – 55% Click Thru Increase to the FREE Trial Signup Page
The winning headline was variation 4 – “The Quickest & Easiest Way To Organize Your Contacts”.
This headline out performed all the other headlines and increased the number of visitors going to the FREE Trial Signup page by 55.01% (with a 98% confidence level) over the control headline.