Bizible sees 400% increase in inbound demo requests

Bizible came to New Breed looking for a partner to help them develop a new website on the HubSpot COS. In the company's own words, the existing website was the "Frankenstein of B2B SaaS websites," and Bizible wanted the new site to serve as a foundation for lead generation. They also wanted the site to show the business's value proposition and product to the marketplace in a way that represented the true sophistication of their solution — a goal their old site did not meet. Though Bizible was unhappy with the design of their old site, they weren't yet aware that a newly-designed site on the COS would triple conversion rates!

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Location: Seattle, Washington

Founded: 2011

Employees: 51-200

Industry: Software

Bizible was founded in 2011 by former Microsoft / Bing advertising veterans Aaron Bird and Peter Thompson. Their patent-pending marketing analytics technology allows companies to accurately track offline revenue back to the exact online marketing source so they can easily measure and optimize marketing by return-on-investment. Bizible is a proud alumni of Techstars (Seattle 2012) and is backed by Madrona Venture Group, MHS capital, and Rob Glaser.

Challenge

Bizible came to New Breed looking for a partner to help them develop a new website on the HubSpot COS. In the company's own words, the existing website was the "Frankenstein of B2B SaaS websites," and Bizible wanted the new site to serve as a foundation for lead generation. They also wanted the site to show the business's value proposition and product to the marketplace in a way that represented the true sophistication of their solution — a goal their old site did not meet.  

Though Bizible was unhappy with the design of their old site, they weren't yet aware that a newly-designed site on the COS would triple conversion rates!

Solution

Bizible's new website is the epitome of a modern SaaS site. It has an incredibly clean design, minimal but impactful copy, and graphical elements that help convey the value of the platform.

First and foremost, the design incorporated key elements that focused on increasing visitor engagement. The most significant of these is the homepage header, where Javascript is used to rotate through names of Bizible customers with their respective logos. This effect helped to capture visitors' attention and give them incentive to stay on the site and explore.

Further down the homepage, and throughout the site, variations of trust marks are employed such as:

  • A rotating slider of customer testimonials on the homepage (including a "Request a Demo" CTA)
  • Simple graphics that walk visitors through the Bizible product
  • Industry-specific pages with case studies

In terms of lead generation, innovative elements were incorporated into the site. These included a clear resources section on the homepage and a dedicated resource-center page accessible through the main navigation. Bizible has many engaging content offers that were difficult to find on the original site. By placing these offers in easily-accessible areas of the site, visitors have greater opportunities for conversion.

Next, an inline form was included on all the pages of the site. Paired with the progressive profiling functionality of HubSpot forms, it makes it incredibly easy for a visitor to share their information with Bizible. Additionally, the inclusion of this persistent demo form reduces the hassle visitors have to go through to get in contact with someone at the company.

To enhance UX and increase free-trial conversions, we added a locked navigation bar. For the first time, Bizible decided have a long-scrolling site design, and when you scroll through the pages, the free-trial CTA stays present. Before, if you scrolled past a certain point, you'd lose that opportunity for conversion.

Lastly, to conquer the top of the funnel, the design included a slide-in CTA on the blog. That way, when a reader scrolls down a certain amount, a relevant content offer will appear in the bottom right corner.

These core design elements have been the springboard for the success of Bizible's marketing, and have provided amazing results.

Result

Bizible had many goals for the site redesign and measured on a number of KPIs including:

  • Homepage CTA CTR
  • Inbound demo requests
  • Bounce rate
  • Leads/unique visitors for blog (slide-in CTA CTR)
  • Free-trial requests

Additionally, the team over at Bizible wrote an awesome blog post on the redesign, describing each of these KPIs in more depth. 

Focusing on the design elements previously discussed, the main KPIs measured were homepage CTA CTR and leads/unique visitors for the blog.

Previously Bizible had many links and CTAs across the homepage. In the site redesign the organization narrowed those links/CTAs down to just seven, mainly focused on getting people into a free demo. Overall, the CTR on homepage CTAs increased by 29%. 

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The performance of the blog has also drastically increased. In the new design, a slide-in module was included with a HubSpot CTA. The slider has a CTR of 1.54% (to the landing page), and a remarkably high conversion rate (48%).

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Most importantly, the implementation of the inline demo form has resulted in an increase of inbound demo requests by 40%.

With these results in mind, this has been a hugely successful and impactful project for Bizible. The company has been able to grow its businesses faster with the help of this new website, delivering more prospects at the top, middle and bottom of the funnel.

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