Palen Schwab
VP, Revenue Ops, Lacework
Increase ROAS for All Property Management division to drive profitability for Buildium. A decade of technical debt lead to an inflexible platform architecture for much needed A/B testing and changing UX needs of mobile users.
OUTCOMES
Mid-7 figures increase in profit for the division.
Increase in CVR
Convertiv assessed existing web infrastructure related to APM and determine a near term roadmap for creating a modern, flexible front end.
Convertiv worked with Buildium's engineering team to create and document an API for the APM Listings Application, redesigned and developed the front end to allow for greater flexibility for A/B testing.
Convertiv tested dozens of variations of landing page flows by decoupling the front/back end with the goal of increasing ROAS.
Newly launched API and front end was then utilized as the framework for rebuilding the main website for APM
Growing market share within the ultra-competitive networking space, requires focus, relevancy and execution. With 800lbs gorillas around every corner, Extreme Networks leaned into a data-driven approach to sales and marketing enablement.
OUTCOMES
Exceeded pipeline goals with $16M+ in pipeline generated from $525,000 in digital spend.
Pipeline Growth
Extreme Networks, the world leader in cloud-driven networking solutions for enterprise, data center, and service-provider customers worldwide tapped Convertiv to manage the strategy and execution of a large-scale account-based initiative.
Together with Extreme, Convertiv identified target accounts, selected appropriate media platforms, rotated relevant assets and found the optimal media mix for the flight through multi-touch attribution.
Over 30 assets were deployed against target audiences to maximize engagement and minimize asset fatigue. Observations showed that the optimal audience mix was a combination of the three audiences. CPAs were higher for account-based audiences but fewer leads were acquired, while the remarketing and attribute audiences produced larger volumes of leads at a lower CPA. But highest quality leads’ total and cost for these two audiences were similar to the account-based audience. This data informed the ongoing deployment of digital media across all three audiences giving maximum coverage and ROAS.
Convertiv recommended keeping all three audiences active will maintaining a consistent refresh of assets and offerings over the course of the flight to keep new acquired opportunities high.
The increasing volume and sophistication of cyber-security threats also means an increasing number of competitors and customer concerns. Vipre required a modern site redesign that would rise above the noise and demonstrate the speed, power, and reliability of its expanding line of enterprise and home software products.
OUTCOMES
25% increase in trials and 32% increase in eCommerce transactions.
increase in trials
increase in eCommerce transactions
Vipre’s objectives were clear: increase brand and product line awareness in the crowded cyber-security market — and increase sales for both enterprise and home products. Convertiv used Vipre’s historical data and identified new customer personas to design an experience to accomplish Vipre’s goals and exceed expectations.
Convertiv’s information architecture was designed with more than century of combined expertise, and validated through real world testing of wire frames and visual design concepts - making the project’s path forward crystal clear to all stakeholders.
From real human insights, Convertiv’s in depth understanding of both Enterprise and Home customer user journeys resulted in a site design that immediately improved conversion and new customer lead volume.
While the escalating complexity of cyber attacks present an ever-new challenge for cyber security providers, it presents greater opportunity for sales and marketing. With Convertiv’s continued involvement Vipre is able to respond rapidly to customer needs, optimize its onsite user experience, and continually produce greater results.