SA Ignite, a leading provider of IT software and services designed to optimize the management of electronic health records (EHR), faced a critical challenge: their landing page for the MU ASSISTANT demo was underperforming in generating leads and engaging prospective clients. This decrease in form submissions and user interaction was hindering their ability to move prospects through the sales funnel. To address these issues, SA Ignite turned to Marcel Digital, experts in conversion rate optimization (CRO), for a comprehensive analysis and solution.
Why Did We Start the Project?
The Challenge
SA Ignite had developed a landing page to promote their flagship product, MU ASSISTANT, and capture leads from healthcare organizations interested in scheduling a demo. However, despite the page’s prominence on their website and its integration into their broader marketing campaigns, the form submission rate remained dismally low. Further analysis revealed that user engagement was also falling short. SA Ignite needed a targeted solution to eliminate friction in the lead generation process and align their digital strategy with their sales enablement goals.
What’s Going On?
The Analysis
Marcel Digital’s team conducted an in-depth audit of the landing page, which was built using a Marketo template and linked from multiple areas of the website, including the main navigation. The goal was to identify the barriers preventing conversions and determine how to enhance the page for greater lead capture. Areas of focus included:
- Brand Consistency: Was the landing page design consistent with SA Ignite's overall branding and website experience?
- Mobile Optimization: Did the landing page and form deliver a seamless experience across devices, especially mobile?
- Lead Form Visibility: Did the form catch the user’s attention and make it easy to convert?
- Messaging and Copy: Did the copy resonate with the target audience and align with their needs and pain points?
Upon reviewing the page, several issues were immediately apparent. The layout and design were cluttered and inconsistent with other pages on the site, leading to potential confusion and diminishing user trust. Furthermore, the mobile experience was suboptimal, with form fields too small to be easily interacted with and missing critical instructions on what users could expect after submitting the form. The laptop image also failed to resize properly on mobile and tablet devices, impacting user experience.
How Marcel Digital Helped
The Solution
Based on these findings, Marcel Digital recommended a new design strategy to address the pain points and optimize the page for better lead generation and conversion. Key recommendations included:
- Mobile and Tablet Optimization: A fully responsive design that ensured the landing page and form displayed correctly on all devices, offering a seamless experience for potential leads across mobile, tablet, and desktop.
- Enhanced Form Design: A restructured form with a branded background color to draw attention and guide the user through the form submission process.
- Human Element: Including a headshot in the testimonial section to create a more relatable, authentic connection with visitors.
- Copy Refinement: Revising the copy to better align with the ideal customer profile (ICP), emphasizing pain points and solutions in a manner that resonates with healthcare IT decision-makers.
These updates were designed not only to enhance the user experience but also to better position the page within SA Ignite's broader martech stack, ensuring more effective lead nurturing and sales enablement.
What Happened After Launch?
The Results
The impact of these changes was nothing short of transformative. The updated landing page saw a 400% increase in lead generation and a 1,300% increase in conversion rates, all without an increase in traffic. These impressive results were achieved through strategic optimization, not just more visitors. The success of the test led to the rollout of similar enhancements across other pages on the SA Ignite website, further driving lead conversion and reinforcing the brand's digital transformation efforts.
SA Ignite continues to incorporate these insights into their ongoing digital strategy, ensuring that future landing pages and web assets are optimized for maximum lead generation, sales enablement, and business growth.
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