“Using Qualaroo’s we got to hear feedback from our visitors in their voice. We used the data to develop and completely redesign our branded landing page and validate our hypotheses. Qualaroo gave us a 16% lift in conversion at 98% statistical significance.”
A first impression is everything. That’s why most products’ landing pages aim to communicate their product’s mission at a glance.
If a landing page doesn’t prompt a lead to become a customer, it often means something got lost along the way—a customer reached the page expecting one thing, but they got something else. So when you figure out why leads’ expectations aren’t being met, you’ll get those conversion numbers up.
Hootsuite, the most widely used social media management platform, was able to get to the bottom of this problem with one on-site survey question. Here’s how.
Since 1998, GreatSchools, a United States national nonprofit, has helped parents make the most out of their kids’ educational opportunities. The organization has created a school quality rating system that is based on school resources, student outcomes, and reviews.
Hootsuite’s branded landing page was originally designed with the assumption that everyone who searched “Hootsuite” must understand how the product works. They loaded their branded landing page with graphics and illustrations showcasing the product’s higher-level functions.
Hootsuite’s growth team took a hard look at what was happening when people reached that branded landing page. By analyzing the landing page and measuring the CTR to the pricing page the team hypothesized that this branded SEM traffic still required more information about their core value prop and functionality, and as a result, people who needed Hootsuite were bouncing.
As an organization, GreatSchools is set to grow. With a core focus on research, the nonprofit serves parents, community organizers, politicians, school districts, and—of course, students. GreatSchools has done the legwork in conducting field research on schools around the United States. Qualaroo helps the product team expand its insight on educational needs, and parent attitudes.
Hootsuite put that hypothesis to the test. They implemented a short on-site survey on their branded landing page and asked whether there was enough information to make a decision.
The results validated that hypothesis. Out of a sample size in the mid to high hundreds, around 65% of the traffic said they needed more information before they could make a decision.
Since surveys are part of the discovery agile process,we can act to results immediately and get benchmark numbers in a short time. From an analytics perspective,being able to integrate Qualaroo with Tableau and other analytical tools gives us the ability to blend the survey data with our quantitative metrics for deeper insights and give customer a real voice.
Even though their branded traffic knew the name “Hootsuite” enough to search for it, they didn’t understand what Hootsuite actually does—and that was because the landing page didn’t communicate Hootsuite’s core value proposition.
If people don’t understand what your product does, it doesn’t matter how many descriptions you include about its advanced features. If your landing page doesn’t make the core function exceedingly clear, you won’t get those conversions.
Armed with their survey results, Hootsuite had a clear path to take action and revamp their landing page. They discovered that the following qualities limited the impact of their core value proposition.
Here’s what it looked like before the changes:
When Hootsuite changed their landing page, they clarified their product’s core functions.
When the Hootsuite team A/B tested the original and new pages, their results showed a 16% lift in conversion at a 98% statistical significance.
Using surveys to direct CRO efforts can help companies reach people who need their product most, and help them understand the solution it provides. If leads say they don’t have enough info about pricing, companies know to provide it. If leads need visuals, companies will add it. Surveys are the key to unlocking the friction that stops individuals from converting—and eliminating it.
As Hootsuite saw, surveys can be more than NPS or customer temperature tools. Using them to direct your CRO efforts can show you what’s working, and what needs to be improved. Because your survey results show you what to do next, your surveys become a mechanism for your company’s growth.