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“Coming into Earth Class Mail, I knew that one of the first things I wanted to do was bring in Conversion Rate Experts to lay out a really great optimization and testing plan for us—because they’re best in the business. If you measure their impact, it’s well into the millions of dollars on the positive side.
They’re best in the business.
“My name is Doug Breaker. I’m CEO of Earth Class Mail. Earth Class Mail digitizes your physical mail. I was CEO of a different company before, and I had used Conversion Rate Experts there with a lot of success.
I was CEO of a different company before, and I had used Conversion Rate Experts there with a lot of success.
“They really work to understand your customers. So it’s not just ‘Hey, let’s change a headline here, change a headline there, or try a new design.’ The first thing they do is spend a month to six weeks just digging into any bit of data that they can—customer service tickets or chat transcripts, or they do a bunch of survey work. And from that, they get a really great understanding of why people are coming to your site, and the underlying reasons why they convert, why they don’t convert. And then they build their testing and their optimization framework off of that.
“The initial research phase for us was invaluable, and having their expert advice along the way was super comforting to know, ‘Hey, based on the research that we did off of the current customer base and off prospects, if you do these 10 things it’s almost guaranteed to have really good results.’
The initial research phase for us was invaluable
“Most of our traffic comes into our homepage, and so the first test we did was a pretty dramatic redesign of our homepage. It doubled our leads, which is an important metric that we look at. The second-most visited page on our site is our pricing page. So we did a pretty dramatic redesign of the pricing page too, to reinforce our sales pitch, the benefits of Earth Class Mail, and that had a great impact too. I think we were up 60 or 70% on leads on that.
The first test we did was a pretty dramatic redesign of our homepage. It doubled our leads
“There’s no better investment you can make than to bring Conversion Rate Experts on board, because they’ve done this over and over and over again, and they’ve had great results. If you measure their impact on the lifetime value of a customer—and our customers stay for a long time—but it’s well into the millions of dollars.”
If you measure their impact on lifetime value of a customer … it’s well into the millions of dollars.
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