A case study where the MQL acquisition rate was increased by 1.3 times by improving the CTA based on the site visitor's
Posted: Mon Dec 09, 2024 10:07 am
Summary of the case
At the beginning of this initiative, the website's CVR (conversion rate) was low, which meant that MQL acquisition was falling short of the target.
Since there was little time to spare kuwait phone number library before the deadline for achieving the goal, we planned to improve the CTA quickly.
In the A/B test, the test version of the CTA appealed to site visitors based on their intent, and was able to increase CVR and MQL acquisition rates compared to the conventional CTA.
Case details
1. Prerequisites
Industry: Corporate SaaS for back office
CV Points: Request for information
KPIs: MQL, conversion, form transition
*MQL definition: Leads who are "corporates with 11 or more employees" and "management/executive officers" or "persons in charge of labor, accounting, and human resources"
2. Background of the Policy
As we approached the middle of the quarter, the number of MQLs acquired from organic search was below our target. This was mainly due to the fact that the effects of the site improvements we implemented at the beginning of the quarter were not as expected, resulting in a low conversion rate (CVR).
We determined that it would be difficult to achieve our goal by the end of the quarter if we continued like this, so we needed a measure that would allow us to quickly verify hypotheses within 2 to 4 weeks.
At the beginning of this initiative, the website's CVR (conversion rate) was low, which meant that MQL acquisition was falling short of the target.
Since there was little time to spare kuwait phone number library before the deadline for achieving the goal, we planned to improve the CTA quickly.
In the A/B test, the test version of the CTA appealed to site visitors based on their intent, and was able to increase CVR and MQL acquisition rates compared to the conventional CTA.
Case details
1. Prerequisites
Industry: Corporate SaaS for back office
CV Points: Request for information
KPIs: MQL, conversion, form transition
*MQL definition: Leads who are "corporates with 11 or more employees" and "management/executive officers" or "persons in charge of labor, accounting, and human resources"
2. Background of the Policy
As we approached the middle of the quarter, the number of MQLs acquired from organic search was below our target. This was mainly due to the fact that the effects of the site improvements we implemented at the beginning of the quarter were not as expected, resulting in a low conversion rate (CVR).
We determined that it would be difficult to achieve our goal by the end of the quarter if we continued like this, so we needed a measure that would allow us to quickly verify hypotheses within 2 to 4 weeks.