We implemented a radical redesign of Comodo’s landing page to address critical user friction points identified in our qualitative data analysis. As a result, we increased the visitor-to-lead conversion rate by 17.5% on a landing page that was already converting at a rate of 49.1%

Overview

Our client is a leading cybersecurity service provider called Comodo, which has a 44% share of the SSL certificate market and operates on 13.9% of all web domains worldwide.

Our goal was to increase the visitor-to-lead conversion rate of Comodo’s most visited landing page, which offered a free forensic analysis to all users who signed up for the demo session. The challenging part of this CRO project was that the landing page was already converting at an amazing 49.1%.

Hypothesis

We hypothesized that a radical redesign of the landing page that addressed key friction points and ambiguities would improve the UX and, as a result, increase the visitor-to-lead conversion rate.

We decided to simplify the communication of the value proposition. To do this, we used a ” Pain – More Pain – Hope – Solution – Call to Action” copywriting framework.

Solution

We created a new design and copy for the landing page that addressed all of the user’s key pain points and explained the solution’s value proposition in a more user-friendly way, without jargon.

Validating the hypothesis

To validate the hypothesis, we conducted an experiment where we compared the existing control variation of the landing page with the new alternative variation that we created based on our findings and hypothesis.

The experiment had the following characteristics:

Type of experiment: A/B test

Traffic split: 50/50

Device: Desktop

Key metric: visitor-to-lead conversion rate

Secondary metrics: user engagement (time on page, page scrolling depth, etc.)

Number of users who participated in the experiment 4,256

Results

The alternative landing page variation outperformed the control variation by 17.5% in visitor-to-lead conversion.

Key Takeaways:

Effective copy makes all the difference in landing page optimization.
Use an appropriate copywriting framework that shows you understand the user's pain and have an effective solution.
Researching and addressing user pain points in landing page copy ensures that you are speaking to users in a way that motivates them to convert.
Focus the copy for a broader audience and avoid overly technical language and jargon.

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Communication