Australia's largest website hosting company needed a strategy for increasing conversions
Crucial is one of Australia’s premier web hosting providers and a mainstay in Australian VPS hosting. With over 7,000 virtual servers deployed since inception, they continue to innovate and lead the industry by being at the forefront of the web hosting industry.
Crucial enlisted Yoghurt’s help to help them increase sales of their flagship product - VPS hosting - via their website. Crucial had completed a website redesign less than a year prior to working with Yoghurt, and because their website was their biggest sales and education tool - the core of their marketing - the content and its presentation needed to cater to multiple personas and target markets. The Crucial team felt they had enough website traffic, but conversion rates could be greatly improved by understanding a customer’s journey and optimising the user experience to better cater for it.
We worked closely with Crucial’s marketing team to delve deep into the behavioural patterns of their website visitors. We used a variety of data points, including heat maps, scroll maps, session recordings, user testing and feedback from the sales and support teams.
Heat maps, scroll maps and click maps showed us where website visitors were focusing their attention. Session recordings helped us identify friction points in the conversion process. User testing allowed us to complete a detailed competitor analysis. Feedback from the sales and support teams gave us insights into the most frequently asked questions, hurdles to conversion and any common grievances.
Being a technical product, Crucial’s offering isn’t easily understood by everyone. The data we collected and analysed allowed us to build customer personas, which was then used to restructure their key product pages - including the language and presentation of the content.
These new variations of key product pages were then A/B tested against their original versions to determine potential uplift. We tested for a full month and ensured we had a statistical confidence of over 95% before calling a winner. In the end it proved to be an incredibly successful campaign, driven entirely by a data-first approach.
The reality is that a customer’s behaviour as they travel down the sales funnel has a huge impact on your conversions. The Yoghurt Digital team were able to sit down with us and help us better understand our website user’s behaviour. They showed us which tools to use, how to interpret the data and how to leverage this data to perform the right tests. Numbers don't lie, and with a sales increase of 120% in just six short weeks, the support and education we received from the Yoghurt team is truly helping to drive growth for Crucial.