Case Study
MyFonts.com Enterprise Revenue Growth
A story of upselling an additional $1.42M in enterprise subscriptions in 6 months.
Quick summary.
Increased enterprise lead generation and conversion by optimizing the customer journey, improving discoverability and UX design, with targeted content on our primary individual buyers’ e-commerce channel.
The objective.
Increase subscription revenue by upselling to the Enterprise customer segment on our individual buyers’ e-commerce platform.
Research showed that at least 7 %— 8% of the traffic on MyFonts.com—our primary e-commerce website for individual buyers—belonged to the Enterprise segment. Despite their larger-than-average cart values, this segment was largely unaware of our enterprise subscription service: Monotype Fonts.
Additionally, we were not seeing any conversion from the existing landing page targeted at this audience.
So we decided to look closer...
Observations & challenges.
01. Discoverability
The link to the Enterprise Solutions page was “tucked away” in the navigation as a drop-down menu item.
It would, understandably, take long to discover, and only a few would spend any significant time looking for it specifically.
02. Page length & form position
The page was meant to facilitate enterprise customers to get in touch with us to custom serve their business needs. The key to that was filling the on-page hand raiser form, which no one was filling up.
We quickly realized a challenge: the form was at the end of a really long page that no one reached.
The optimization process.
Step 1. Making things discoverable
First, I partnered with Product and UX to bump up the page link “For Enterprise” to a high-visibility location right next to the search bar. We went from about 250 page-views to 5,100+ within a comparable 7-day period, pre and post.
That is a 20x boost!
What’s in a name?
We knew “Enterprise Solutions” was way too long to be put right next to our main search bar. And so, we debated what to call the new CTA, bouncing between “For Business” and “For Enterprise” for a while.
We settled on “For Enterprise” with an idea that we’ll eventually land at “For Subscriptions”, or similar, later.
A/B testing the waters
We, then, A/B tested the 2 design candidates shown below for the main CTA using Google Optimize:
And we found our winner in the tasty, gradient-filled text link:
Curious findings
The button-y design option was, seemingly, confusing visitors because it gave the impression of being a “Search for Enterprise Fonts”—like advanced filter button.
During the A/B test, not only did this not result in any more clicks, but impacted search conversion instead. Yikes!
A little update:
As of 5 July 2022, the main CTA now reads “Subscription Plans”.
Step 2: Optimizing the design
In parallel, I directed the UI design and development of a new flexible block for our Drupal-based CMS to leverage rich media content, packaging much more relevant information in a significantly smaller space.
As the next step,
I partnered with Engineering and Content to build this new component and feed it with some crisp messaging.
Here’s an example:
Step 3. Increasing the form’s effectiveness
The new design and content is all good and dandy. But what do we do about the form that no one’s filling?
We brought it higher up and made it sticky!
The idea was to accelerate the prospects’ journey of getting in touch with us regardless of the solution they were looking at, or where they were on the page.
The results.
The project went live around the beginning of H2 2021 and produced these results over the following 6 months:
01.
Improving the page’s discoverability led to an immediate 20x increase in the traffic volume, going from ~250 page views per week to 5,100+.
02.
Designing and developing an efficient CMS content block greatly optimized page length and time-to-value contributing to 142% higher hand raiser sign-up volume.
03.
Delivering higher quality leads faster to Sales helped close 20+ deals accounting for an additional $1.42M in subscription revenue within a period of 6 months.