Online FunnelCONVERSION OPTIMIZATION

ONLINE FUNNEL CONVERSION OPTIMIZATION & SETUP OF KPIs

About Bontact

Bontact  is a B2B innovative multi-channel online communication solution, that enables communication between site owners and their visitors/customer via multiple communication channels and apps, such as: SMS, live webchat, WhatsApp, Facebook Messenger, voice call and more. Bontact allows end users to reach out to businesses via the channels they prefer to use in their everyday life.

Related Background

The Bontact marketing team wanted expert support to scale up their growth marketing efforts. G2M team partnered with Bontact to provide global marketing support, with a focus on increasing traffic to the website and increasing conversion rates.

The Challenge

Increasing online traffic without first optimizing the conversion funnel isn’t recommended. We decided to define the conversion funnel first, and then work together with the Bontact internal team to set quantitative KPIs. Our first burning challenge was to define an optimal conversion funnel. We then needed to analyze the actual conversion rates and work on a periodical tracking report to make sure that Bontact management team was kept in the loop.

An additional challenge was to help Bontact optimize and scale up their website conversion rates from visitors to leads, trial subscribers and paying customers. Only after this optimization process were we able to move our focus to boosting their website quality traffic (through both organic and paid tactics such as content writing and distribution, media campaign management and more).

The Process

B2B tech companies must steadily work on optimizing their online funnels. Conversion rate optimization is a never-ending story which has a starting point, but should always continue, just like AB testing.

Our process started with performing an in-depth analysis of the Bontact website. Based on that, we helped Bontact fine-tune their conversion funnel, add lead capture components to the website, enrich their website content with trust building pages and elements, and set desired KPIs so we could continue to track progress. Here’s an example of a simple online funnel KPIs template that is similar to what we used:

While performing the website analysis we focused on three main conversion points/pages.

The first conversion rate optimization project focused on these three main pages:

Website Main Screen – Home Page

We transformed the structure and changed the messages to create a clear and simple hierarchy. We aimed to deliver a clear and coherent story that’s organized by the customer’s pain, how Bontact can solve it, and why they should choose Bontact.

We added trust-building components into the home page, using assets that Bontact already owned.

For example, we added a tier 1 media mentions banner, positioned above the fold:

And quotes from customers featured on the home page:

We also added multiple CTA buttons, all consistent with the actions that we wanted visitors to take.

Pricing Page

The pricing page, also referred to as “money time”, is very important. It has to be friendly, simple and clear. This principle should be reflected in both design and content. Pricing page visitors have higher chances to become valid leads, and besides optimizing conversions on the page, increasing traffic to the page, and creating a specific “pricing page visitors re-marketing list” it is important for later paid campaigns.

Pricing packages  – We simplified the pricing packages so they could easily be understood. Bontact offers several pricing packages which include different product features including different communication apps and app features, communication interactions, volume of contacts per each pricing package and more. We needed to organize the content so online visitors would instantly understand the richness and diversity between the packages.

What did we do?

We wanted the information to be simple and clear. We organized the structure of the table components/content, and also reflected this organization in the design.

Pricing model  – Website visitors who signed up to Bontact had to subscribe with a credit card. This is a HUGE act of trust which might be problematic if your visitors aren’t yet familiar with your brand/product. Leads who wanted to start a trial also had to choose between a monthly plan or an annual plan (annual signup means a huge customer commitment). We emphasized the fact that there’s zero risk, the important gems and the discount of the annual plan. We also worked with Bontact’s internal team to onboard a free trial that we believe is critical to trust-building and wishful purchase decision making.

Blog Inner Pages

We knew that content would play a major role in our organic traffic generation strategy. Therefore, we understood that we would land many prospect in our blog article pages. That meant the blog’s pages would take part in the ‘top of the conversion’ funnel.

We wanted to make sure that readers (potential prospects) would not only consume our content, but would also get introduce to the Bontact offering.

What did we do?

We managed to increase the Bontact blog visitor volume by  400%,  with quality long form and SEO optimized articles. Bontact’s blog managed to drive over  20%  of the website traffic. We had to rely on a lot of organic promotion to reach this milestone.

More importantly to this use case, we added key messages and lead capturing components to the blog inner pages:

  • “Start a free trial”  promo box – right side promo bar
  • Lead capture  special offer  (coupon) – upper banner
  • Bontact  demo video  – right side promo bar
  • Lead capture  banners  within blog posts
  • About paragraph with  key URLs , before the reading starts
  • Multiple in-article  lead capture components

Summary

The G2M initial conversion rate optimization process included a drill down to the home page main USPs and CTA buttons design, pricing page (model & packages), the blog inner pages and many additional trust building website pages and content. The initial conversion rate optimization process increased Bontact conversion rates (visitors/leads) by 200%.

We started working with Bontact in November 2016 and wish we could share the great results we see in Google analytics, but we can only share public data. Here’s how it looks in SimilarWeb: