Reducing complexity improves conversion
WordStream has great products and a great reputation. But they had a problem. Engagement and conversion metrics were low for one of their flagship products called the AdWords Performance Grader (also known as APG).
WordStream began creating search engine marketing automation software in 2007. Even in a tough competitive climate, they grew quickly. They won over SEM professionals with vivid thought leadership pieces, growing a customer base of small businesses looking to challenge major players.
Solutions begin at discovery
WordStream’s APG tool benchmarks AdWords’ customers’ performance and provides guidance on how to improve across major indicators. They asked us to help decipher why customers were not engaging with their product at the pace they had projected. We worked to design a solution, validate the improvements, and use that data to amplify engagement with the product.
We broke down the product into three clearly defined experiences:
Deep diving into the product, we saw firsthand how customers were experiencing it. To get optimal conversion, we’d have to help customers reach the actionable data they came for faster and easier. Users could find the data, but it was a chore. And people loathe chores.
To get prospects comfortable using the report, we made it easier to use. Previously, users had to bounce between their AdWords and WordStream accounts – an unfamiliar process that often confounded them. So we eliminated it.
Customer needs outweigh everything
Then we introduced a clean, clear visual design that put the focus on the content that matters. Each customer’s metrics has a unique story to tell. So we evaluated and prioritized the hierarchy of the original APG report to be more tailored.
We carefully fed metrics into the experience, based on customer needs – things like projected wasted spend, click-through rate [KP2] and quality score.
Also, to ensure the process didn’t feel transactional (it was a free trial after all) we broke up the registration form to gather only the necessary information. Then we stressed it was a free trial. And we made the call to action clearer. These small details broke down the wall of fear, bringing prospects deeper into the application faster.
The Results of Solid Collaboration
|101%||Increase in the number of users who started a report|
|23%||More qualified leads who ran a report|
|10%||Increase in the number of users who started a report|