Website Optimization: How a B2B publishing company increased free trial sign-ups by 36.4%

Tweet A popular method to acquire new customers for online subscription models is through free trials. The hope is that by using a service or product, prospective customers can fully experience and appreciate the value you have to offer. However, before the experience begins, you must first get them to see the value of the trial. After all, it can be a friction- and anxiety-filled process since many trials require credit card information at the time of sign-up. Increasing the completion rate for the trial sign-up process was one of three steps the Euromoney Institutional Investor team took to revamp its strategy and increase conversions. The team accomplished this through online testing after seeing that 60% of traffic in the funnel did not complete the process. At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, Ben Eva, Global Head of Conversion Management, Euromoney Institutional Investor, shared three online tests his team used to learn about their customers and to increase that completion rate.     What is the best layout/design of the offer page?                             Euromoney publishes over 200 online information services — which equals a lot of potential for testing. Because each audience varies, sometimes the same type of test is needed to find the best result for each audience. Ben shared two tests that revolve around page design and how to best communicate the value of the publications and their free trials. Test #1 The team wondered if…
Source: Marketing Experiments
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