The video conferencing space is at parity. While WebEx is the market leader, competition is gaining. We were tasked to increase conversions for WebEx Meetings – measured by free sign-ups – expanding on our current SEM programmatic and landing page campaigns.
ROLE I was lead designer and worked with a Digital Marketing Program Manager and several copywriters to craft a strategy for two markets: eCommerce and SMB; and six personas. The personas were focused around job role and were developed using feedback from the sales team, behavioral analytics, and media agency research.
DESIGN/UX CHALLENGES Because of market parity, the greatest challenge is presenting the product so the narrative would resonate for each persona. Working closely with front-and back-end developers we could identify prospects and dynamically generate relevant content. Past testing showed that secondary CTAs result in a conversion increase of 4.5% and we were tasked with capturing those additional users.
SOLUTION With aspirational copy, and light nod to unique pain points, we emphasized the Cisco reliability and security advantage. Large hero images typify individual personas captured in a business moment. A three-column grid and short form is used over full width hero images. A bold Cisco Sans headline is either knocked-out or positive, depending on the hero background. Benefits subheads and inset images appear over the fold, scrolling to reveal centered text.
To continue weaving the persona narrative into the pages, relevant customer quotes lend credibility below a second “Sign Up Free” CTA. Secondary CTAs include options to chat or call Sales, or make a direct purchase of the Premium product. Users identified as having signed up already were served a similar Upgrade to Premium landing page.
RESULTS Our analysis of competitive data, customer behavior, cookies, and sales feedback resulted in the creation of buyer personas. This was our first approach using dynamic content. The template-based layout was coded to serve up relevant landing pages to users and would place them into persona-based email and content syndication nurturing streams. In only two quarters, persona-based landing pages increased bookings by 20% YoY with a record low CPA of -30%.
We used results from the “Follow Me Home” work of product marketing, research from User Zoom, customer surveys, sales feedback, browsing behaviors, and cookies to connect the dots around lifestyle, interests, and attitudes.