What if you could increase the amount of leads and customers you generated per month by leveraging your existing website traffic? You would need to identify opportunities to capitalize on in-funnel demand by increasing conversion rates throughout the entire funnel. That’s exactly what we set out to do for SpringCM.
SpringCM’s fast growing company needed a way to create an efficient and scalable demand generation model. To do this they knew their team would need to have better alignment in their utilization of HubSpot and website strategy best practices.
New Breed identified growth driven design as the best solution to meet their needs by focusing on key areas of the funnel that could be optimized. In just 3 months, we were able to increase SpringCMs visit to submission rate by 667.1%!
SpringCM was founded in 2005 as a secure cloud platform that manages sales contracts and all types of documents across desktop, mobile and partner applications. Their corporate headquarters is located in Chicago, Illinois, but in order to meet the demands of their rapidly growing business, two new offices were opened in 2016 in San Francisco and London.
Our relationship with SpringCM began in September of 2016 after they had announced the openings of their new offices. The initial engagement had a heavy focus on lifecycle and inbound marketing. However, over time the relationship has evolved, and in March we decided to implement Growth Driven Design to address their latest challenges.
In the 6 months leading up to the Growth Driven Design engagement, SpringCM had a challenge converting visitors on their most valuable landing pages. Their Personalized Demo & Content Management Demo pages were producing the following results:
- Visits per Month: 6189
- View-to-Submission Rate: 4.62%
- Submissions per Month: 285.7
- Opportunities Influenced: Unknown (not being tracked)
- Closed Won Deals Influenced: Unknown (not being tracked)
This low submission rate meant that Spring was forced to drive up visits through paid traffic to hit their lead goals. On top of that, SpringCM had zero visibility into the influence these pages had on generating new opportunities and customers.
Knowing this would not be sustainable in the long term, we identified conversion rate optimization through Growth Driven Design as the best solution to create the efficient and scalable model they were looking for.
New Breed’s Solution
In an effort to create the most value from our Growth Driven Design engagement, we decided to narrow the scope to three key performance indicators for their demo pages.
- The view-to-submission rate
- The number of opportunities influenced
- The number of closed won deals influenced
These KPIs were chosen strategically to allow us to focus our efforts. Increasing the view-to-submission rate would allow SpringCM to scale back their reliance on paid search while maintaining the total number of submissions they required to hit their goals. Tracking both opportunities influenced and new customers influenced ensured that we would not lose sight of the quality of the leads that these submissions produced.
In order to improve performance we decided to add calls-to-action (CTAs) throughout the site directing visitors to the Personalized Demo & Content Management Demo landing pages. These included global CTAs in the header and footer, CTAs on the product pages, and slide in CTAs.
|Product Page CTA||Global Header CTA|
While these CTAs would help drive quality traffic to these landing pages, we recognized that more would need to be done. To address this issue, we decided to update the existing landing pages to incorporate best practices. We also created an entirely new landing page to promote their Document Management Demo. Below is an example of one of the updated landing pages.
These tactics provided immediate returns upon implementation. Adding CTAs throughout the site and updating the corresponding landing pages increased the view-to-submission rate by 667.1% in just 3 months. We were also able to effectively track how influential these pages were in producing opportunities and closing customers.
- View-to-submission rate: 667.1% increase (4.62% to 35.44%)
- Opportunities influenced: ∞ % increase (unknown to 32)
- Closed won deals influenced: ∞ % increase (unknown to 7)
These results and funnel insights have set SpringCM up for success by creating a more sustainable growth model for their business. They now have a better understanding of the impact their offers and landing pages have on their bottom line.
Our Growth Driven Design engagement with SpringCM continues to evolve and grow. After the success they saw from the first iteration of GDD, we decided to devote the second cycle to redesigning their homepage. They have also been able to scale back their paid search budget without experiencing a drop off in lead generation. But don’t just take our word for it, see what Brooke Becker from SpringCm had to say:
“New Breed’s collaborative approach to Growth Driven Design has been extremely valuable since our engagement began. During the first three months of GDD we were able to increase the view-to-submission rate by 4.62% to 35.44% on three key landing pages. They helped us create a roadmap and visualize cycles of iterative improvements that could be made to our online experience. Results so far have proved that we are building an efficient and scalable demand gen website, which is very exciting. We truly feel that the New Breed team has our back and they are a great extension of our team.” ~Brooke Becker, Creative Director, SpringCM