1. Problem: Doppler needed to increase demo signup conversion rate from its homepage.
Doppler is a fast growing DevOps platform that dramatically improves the security and efficiency of its customer’s secrets management process. Its 4.8 rating on G2 has helped it grow fast and have a high retention rate.
But as all marketing teams know, with great success comes even bigger goals, and Doppler’s marketing team was tasked with driving even more leads and a bigger pipeline. Below is a case study on how Doppler used Winware.ai to improve the conversion rate on its homepage with its targeted buyer audience. Using Winware, Doppler gained valuable insights on the buyer journey and uncovered key prospect objections. Doppler also leverages Winware’s AI content generation features to lower time to generate new marketing content.
2. Baseline status and uncover prospect objections.
Doppler used Winware to capture feedback on its homepage from prospects that match its Ideal Customer Profile (DevOps leaders). The goal was to learn what resonated the most with first time viewers of Doppler’s homepage and also uncover prospects' objections and concerns.
Value Prop question: How compelling was the messaging on this page at addressing a challenge of yours?
Call to Action question: Are you interested in learning more about Doppler's secrets management?
While rating questions are good for benchmarks, more importantly Doppler captured qualitative feedback on WHY a prospect gave those answers.
“Understanding a prospect's objections allowed our marketing team to update the copy to address these concerns.” - Amber
3. Iterate on copy and re-test
After reviewing the prospect feedback, Doppler updated the homepage and re-tested it using the same question template. Winware’s AI even suggested copy changes that were helpful for the Doppler team.
Amber added, “we really wanted to do a second survey with all the same questions with the new copy so that we could see if we heard the same objections, if we heard new objections, or if we had improved. Looking at the results, yeah, it's very clear that we've largely improved.”
Value Prop question: How compelling was the messaging on this page at addressing a challenge of yours?
Results: Improving from a 7.5 to an 8.1 is a significant improvement off of a good base.
Call to Action question: Are you interested in learning more about Doppler's secrets management?
Results: Improving from 2 out of 10 prospects wanting a next step to 6 out of 10 is a huge 3x improvement on the next steps CTA question.
4. Business results
The demo conversion rate on the new homepage improved by 54% over the prior homepage within 2 months. A massive business impact.
Amber added, “We are really happy with the increased conversion rate on our homepage. The results should have a material impact on our pipeline and revenue. The Winware platform was really easy to use. The results speak for themselves.”