MarketingSherpa Video Archive

Testing and Optimization: Subscription B2B achieves 95% increase in conversion initiations

Jacob Baldwin, Digital Marketing Manager, One Call Now



You know how the old Sales saying goes: The sale starts at 'no.'

According to Jacob Baldwin, Digital Marketing Manager, One Call Now, that same concept applies to marketers, or at least a version of it does.

"I think we can kind of flip that saying on its head and say, 'For marketers, optimization continues with yes,'" he said.

Baldwin presented at MarketingSherpa MarketingExperiments Web Optimization Summit 2014 about how he and his team at One Call Now utilized testing and optimization for three different levels to improve the customer journey and, ultimately, increase the number of longtime customers. One Call Now accomplished this by utilizing the MECLABS conversion heuristic throughout the customer journey. In this presentation, Baldwin proves that keeping a customer is just as important gaining a new customer.

"One Call Now is a Software as a Service provider of group messaging services," he said. "What that means is that we provide businesses and educational institutions and nonprofit organizations the platform to which they can truly achieve one-to-many communications."

In this presentation, Baldwin explains how he and his team developed three different thought processes to transform One Call Now’s site:
  • Optimizing for the click: Getting a person to overcome the first micro-yes so that they want to engage with the brand in a conversion

  • Optimizing the conversion experience: Occurs after a person enters the conversion funnel

  • Optimizing the post-conversion experience: Creates a richer experience for your new customer

By this process and by implementing the heuristic, the One Call Now team saw several significant lifts, including a 95% increase in amount of conversion initiations and a 55% increase in the amount of free trial conversions.

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