CONVERSION OPTIMIZATION/TESTING:
Tripwire, with partners Optimizely and Crazy Egg

Tripwire is a provider of advanced threat, security and compliance solutions that enable enterprises, service providers and government agencies to detect, prevent and respond to cyber security threats.

After doing extensive work optimizing conversion rates on its landing pages, Tripwire began working on its assist pages—these don’t have a form but link a user to a landing page that does. The goal was to increase the percentage of visitors who went from an assist page to a landing page from 19% to 30% (a 58% increase).

A big challenge in testing assist pages is that you have to account for variables not only on the assist page but the landing page as well. To account for this, two different metrics were used for tracking and benchmarking. The first metric was the percentage of visitors who went from the assist page to a landing page, while the second was the percentage who went from the assist page to a landing page and completed the form on the landing page. This gave insight into how changes to the structure/layout/design on the assist page affected conversion rates. Optimizely was used for A/B and multivariate testing to benchmark the original pages, and Crazy Egg was utilized for on-page scroll analytics and click heatmaps to test how users were interacting with the pages. Six major iterations of pages layouts were tested in over 3.5 weeks.

The campaign was deemed an overwhelming success. Tripwire was able to test the arrangement of elements on the assist pages to move call-to-action elements higher and lower on the pages. The number of calls to action offered on the assist pages was also evaluated, as was the mix of resources offered on the assist pages. For example, videos versus ebooks versus whitepapers were tested.

Other design elements were also considered, such as the amount of white space on the assist pages and the use of horizontal rules between elements.

The goal was to increase the percentage of visitors who moved from an assist page to a landing page from 19% to 30% (a 58% increase). In the end, the goal was surpassed by a wide margin, increasing by 136% to 44.8% across 22 different assist pages.