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Kinaxis - Increasing the conversion rate on B2B white paper landing pages

THE CHALLENGE
With a competitive market, like the Supply Chain Management market, and given how long the purchase process is for this B2B industry, the challenge for Kinaxis was to strategically market to potential leads from first touch point through to sales ready prospects. For Kinaxis, progressive profiling is top of mind and this determines how search plays a role in attracting early funnel traffic and then nurturing the prospect into a qualified sales-ready lead.

THE SOLUTION
Enquiro performed a Landing Page Audit on the Kinaxis dedicated landing pages and based on marketing alignment, usability and landing page best practices, provided recommendations to improve the performance. A testing framework was then created so that we could continuously make educated landing page adjustments to further improve the conversion rate. This ongoing testing provided insight as to what on-page information best resonates with their target market.

The revised landing pages that were developed as a result of the landing page audits were set as the “Control” or Original page. By using the revised pages as opposed to the original pages that did not adhere to best practices, we could assure that we were putting our best foot forward right from the start. We knew that this may not result in the most dramatic results but it would result in the most effective results. Google Website Optimizer was used to perform A/B tests across multiple campaigns.

Test: White Paper #1

The first test was an on-page content test, specifically to test the results of whether the banner on the original landing page was too distracting for the visitors.

Original Landing Page

New Landing Page

Results:

By removing the banner we saw an improved conversion rate of 88.9%. Although logos can add credibility, in this test we found that by removing the banner of logos, this streamlined the visitor to the conversion process. The banner deterred the visitor from reading the on-page content relevant to what the searcher expected to see.

Test: White Paper #2

The second test was a headline test to see whether the original simplified headline that outlined the benefits of the offer would out perform a headline that included a reputable industry brand name within the title.

Original Landing Page.

New Landing Page

Results:

Including a reputable industry brand name within the headline aided in an improved conversion rate of 144%. Although both headlines included search query relevance that adhered to best practices, the inclusion of the reputable name within the headline resonated best with the visitors as it helped to add credibility and reduce risk.

As a B2B company, white paper downloads represent a vital source of leads for Kinaxis. By participating in Enquiro’s Landing Page Audit, they were able to significantly increase the number of leads coming from this channel.