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Earth Class Mail is the world’s leading mail-digitization service. It allows people to receive their paper mail electronically. The customer’s paper mail is sent directly to Earth Class Mail, which receives and scans it. The customers can then read and manage all of their mail from any device, wherever they are in the world.
Which is why we were brought in.
This article describes the progress we’ve made so far.
The most critical—and most frequently ignored—stage of our unique methodology is the research that we carry out before we make any changes to the website. Our in-depth analysis of Earth Class Mail included the following:
Next, we designed the landing pages. Most companies skip straight to this phase, basing their designs on guesswork and so-called “best practices”—and then they get disheartened when their tests fail. Our experience has shown that the biggest wins tend to be based on insights that were gleaned from the research phase. Here’s the new landing page we designed. It beat the original version by 61%:
Our research revealed that many visitors didn’t understand the benefits of using Earth Class Mail—a problem that we addressed on our new page:
Our surveys revealed that the visitors needed more reassurance before trusting a company to handle their mail. So we added the following trust elements to the page.
Next, we moved on to the pricing page.
Here’s the new pricing page we designed. It beat the original version by 57%:
Most websites assume that once visitors reach the pricing page (or checkout), they have decided to buy. Big mistake. Just before visitors see the price, they need to be reminded of the value.
So, above the pricing, we repeated the value proposition and the “future pacing” section:
Our on-page surveys revealed the questions that visitors had when viewing the pricing plans. So we added a section that answered those questions:
Earth Class Mail has calculated this new conversion funnel to be worth over $1.5 million in extra revenue. And the benefits don’t stop there.
The increase in conversion means that Earth Class Mail makes more money from its existing marketing activities, and can afford to increase its advertising spend across new channels. This will allow it to rapidly increase its market share.
It is an absolute pleasure working alongside the Earth Class Mail team. We’d like to thank them for having confidence in Conversion Rate Experts, for trusting in our CRE Methodology, and for being so fast-moving, energetic and action-oriented.
If you think you could benefit from receiving your paper mail electronically, visit Earth Class Mail.
If you would like to see more of our clients’ results, you can find a long list at our “Clients and Results” page.
1. If you’d like us to work on your website—to dramatically improve your conversion rate and profits (like we did for all these companies), then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.
2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.
3. If you’d like to work for us—or see why our team members love working for us—then see our “Careers” pages.
All of our articles are subject to our Testimonial Protocol, which is described here.