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Funnel Optimization: How a subscription-based business transformed its testing strategy and increased conversions by 121%

Ben Eva, Euromoney Institutional Investor

When conversions start to decrease, it can be a difficult decision to revamp a once successful strategy.

In this full presentation from MarketingSherpa MarketingExperiments Web Optimization Summit 2014, Ben Eva, Global Head of Digital and Conversion Marketing, Euromoney Institutional Investor, shares how his team reached this point when seeing a significant four-year decline and subsequently implemented a new testing strategy.

"Back in 2006, we had great conversion rates. We were heavily reliant on SEO. We own a lot of great content, which is really getting indexed well and driving a lot of traffic to our sites. But what we’ve seen over time is [that] a lot more people are producing content — a lot of marketers are doing content marketing — so we’re fighting for that voice in the search engines," Eva said.

While some factors were external and out of the team’s hands, Eva saw room to improve with three internal factors:
  • Poor development cycle

  • Few UX resources

  • Inability to run A/B testing

After acquiring new testing software and the partnership of an agency, the team executed a three-phase strategy to fix leaks at various stages of the sales funnel:
  1. Convert more traffic into the trial process

  2. Increase the completion rate for trial sign-up

  3. Identify the best trials to convert to sales

Eva shared five experiments, covering the three phases that helped the subscription-based business increase conversions by 121%.

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