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goHenry is a financial-technology (FinTech) company that combines web and mobile apps to create a unique learning tool for children. It ranked in the FinTech 100, a list of the top companies in FinTech.
In early 2015, goHenry hired us to increase the effectiveness of its digital marketing, and grow its market share. So far, we have helped to grow it by 470% (that’s nearly six times).
This article describes some of the things we’ve done.
Note that “we” refers to a team effort between Conversion Rate Experts (with our expertise and proven system) and goHenry (with its highly effective team).
They balanced strategy and execution with aplomb”—Dean Brauer, Founding Director of goHenry.
goHenry brought us in because it recognized that there was an opportunity to adopt a faster-moving, more experimental culture.
When we start working with new clients, we look for the big opportunities, the changes we can put in place quickly that will have a lasting—and scalable—effect on the business.
We used the following techniques to help identify the opportunities for goHenry:
Two of the conclusions from the research were especially interesting:
It’s no different when we’re optimizing for mobile.
No different, that is, apart from one crucial detail: When optimizing for mobile, listen to what the mobile visitors are telling you.
Sounds obvious, but it’s often overlooked—even by companies with sophisticated mobile websites.
Don’t assume that your mobile visitors are just desktop visitors on a different device. If you do, you’ll focus on the user interface as the only difference between the two.
In fact—as we discovered when we gathered data on goHenry’s visitors—mobile users can have very different intentions, likes and objections to their desktop counterparts. You’ll need to address these specifically on your mobile journey.
The difference between mobile users and desktop users isn’t just about screen size. Mobile users are more likely to have arrived from a social network, so they were different in the following respects:
Knee-deep in insights about goHenry’s mobile visitors, we set about designing a new mobile conversion funnel.
Here’s what happened.
Using our insights on mobile visitors—and our workflow for developing high-converting pages for them—we created a new landing page for goHenry.
It won an A/B-test convincingly, increasing sign-ups by 78% over the original. Here it is:
There are loads of reasons why our new page beat the original. Here are just some of the proven techniques we used:
Our mobile visitors were intrigued but had many strong objections—as you would expect when selling a new financial product for children.
A long page allows us to address systematically all of the key objections, starting with the strongest.
Then, as each objection was addressed, we gave the prospect an opportunity to proceed through the funnel by sprinkling the “call to action” throughout the page. This effectively made the page as short as possible—but as long as necessary. This was particularly important on mobile.
There’s no such thing as a too-long page—only a too-boring one. So we had to ensure that the page was engaging from top to bottom.
Our research revealed that mobile visitors landed on the website with only a vague idea of what was being offered. Coupled with their strong objections, we were dealing with seriously volatile visitors, liable to self-destruct (leave the website) at any time.
We had to find ways to get our message across quickly.
Notice that the above techniques use visual methods for presenting complex information. Done right, this can be especially effective on mobile, where attention spans are as small as the screens.
Selling a new financial product and selling a new product for children are two of the toughest gigs in town. Buyers understandably have issues with trust and credibility.
Combining the two—selling a new financial product for children—is particularly difficult.
This became obvious when we looked at our research data.
We needed something that would wipe out trust issues fast.
The answer lay in the fact that goHenry is backed by Visa, one of the world’s most well-known and trusted financial institutions.
By positioning Visa much more prominently as part of the proposition—even to the extent that the goHenry brand was marginalized—we leveraged the trust inherent in Visa and made it our own.
Do you have similar examples of “hidden wealth” in your business? Most of our clients have elements that could be highly persuasive to prospects, but that the prospects rarely see. Used correctly, such persuasion assets can be amazingly effective. It’s worth thoroughly searching your own business. Often, a fresh pair of eyes will spot something you’ve overlooked.
When you’ve gathered loads of insights on your visitors, it’s crazy to focus only on the website. Every interaction a prospect, visitor or customer has with your business is an opportunity for optimization. Constantly look for other areas to apply your learnings. We use our research across all areas of the business, including offline.
Facebook was goHenry’s primary source of acquisition, so it was an obvious candidate for us to work on. We optimized goHenry’s Facebook ad campaign, applying multivariate-testing to its ad creatives. By sending the ads to our winning landing pages, we increased the number of sign-ups by 191% (that’s nearly three times).
We knew that price was a major pain point for prospects, so we turned our attention to the pricing page. Also, prospects had objections about being locked in, and how to cancel the subscription.
We designed a new page to address these issues. It increased sign-ups by 36% over the original:
Here are some of the ways we addressed the pricing and trust objections:
We’ve already described how our new landing page beat the original by 78%.
Next, we tested it against the current homepage. It won again, by 23%.
It won because our research told us that half of the visitors to the homepage were originally from the same source as those on the landing page—they were just returning for a second look. So it followed that they would have the same objections, and be persuaded by the same appeals.
How did we know this? We asked them.
Do you know where your customers come from? If you don’t, ask them the following question: “Where did you first hear about us?”
You might be surprised at the answer.
Having made a huge impact increasing sign-ups, we turned our attention to the activation funnel. When a child’s card arrives in the mail, the parent must first activate it before it can be used. This stage is crucial for goHenry; each unactivated card is wasted money.
Before we began optimizing the card-activation stage, we carried out dedicated usability studies. The studies revealed two main issues:
When we designed a new funnel to address these issues, card activations increased by 8%.
Don’t just limit optimization to your website. If part of your journey happens offline, optimize that too.
That’s exactly what we did with goHenry’s card activation journey.
Our research told us that half of the children knew about the card before it arrived in the mail. Now, if you’ve got kids you’ll know how persuasive they can be, so it came as no surprise that parents were more likely to activate when their child knew about the card.
It followed that if we could make more kids aware of the card, more cards would be activated.
So we sent the welcome letter to the kids instead. After all, the purpose of goHenry is to teach children financial responsibility.
The result? Card activations increased by 11%.
We use many tools for optimizing mobile websites and apps. Here are just a few of them:
With developers at a premium, we made maximum use of Optimizely’s Visual Editor. It’s flexible and powerful, so the marketing team could set up tests that would otherwise have joined the queue for development.”— Jenny Thwaites, Head of Marketing for goHenry.
If you’re working in financial services—or any tightly regulated vertical—you’ll need to work closely with risk and compliance teams. This can be a major bottleneck in getting your ideas approved. Where possible, submit your ideas in “bite-sized” chunks, each with a mini business case. Complexity in these submissions can otherwise be crippling. Such “micro-approvals” are less onerous and much more likely to succeed.
We are now working on the goHenry app itself, aiming to drive engagement and referrals.
On the website, we’re working on the sign-up funnel, as well as other key parts of the journey such as forgotten password and referrals.
Once complete, we will have rebuilt the entire site.
What’s unusual about this rebuild is that it has been done iteratively, and with conversion at the heart of every decision. Conversion, by definition, is the reason that any website exists.
Every new page has been
Nine out of every ten redesign projects we see go wrong. Performance and conversion often nosedive, and expensive—and time-consuming—remedial action is necessary. (We know this because this is why many clients pick up the phone and call us.)
By adopting the iterative approach we have outlined above, we eliminate the risk. Plus, every new page is ROI-positive from the moment it is pushed live.
We have deliberately ignored desktop in this article, despite the fact that we’ve worked extensively on goHenry’s desktop website. If you’d like to see some example of how to improve conversion on desktop, visit our case studies page or our “Clients and Results” page.
We love working with the goHenry team. The members are dynamic, energetic and action-oriented. They get a lot done.
If you have kids aged 8–18—or know someone who does—check out goHenry.
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.
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