40% more trial sign-ups and a quarter off the cost per lead for a B2B software company
A software company that sells to businesses, with a trial as the first step.
What wasn't working, and why
The company spent a lot on ads, but trial sign-ups and paying customers fell far short of what it expected. Management couldn't see where people got stuck, and the cost per lead kept rising. The landing page didn't make the value clear, or why the software was worth a try.
How we went about it
Measurement rebuilt
We rebuilt the tracking from the ground up, so every step from the first click to a paying customer showed up in the numbers.
Every step of the sign-up path
We went through each point where people could drop out and improved the messages, the page structure and the calls to action.
A new, tested landing page
We built and tested a new landing page that shows what the software does for the buyer, faster and more clearly.
Campaigns matched to the page
We adjusted the campaigns to the new page, so the ads and the page worked as one system.
What came of it
Trial sign-ups rose by 40%, and the share of users who go on to pay improved by 31%. The cost per lead fell by a quarter. And for the first time, the sales team could see where they were losing customers and what to fix next.