Case Study: Results of Context & Drip Emails in CRO

How Focusing on Context & Drip Emails Increased Conversions by 240% for a B2C Mobile App

We’ve completed our first 3 months of testing and optimization with LogDog and I’m excited to share the results:

By focusing on the context, visitors’ intent, and emotional triggers combined with drip email marketing we’ve increased signups from LogDog’s website by 240%.

Over the past 5 years we’ve developed a unique methodology that helps us increase conversions & revenue for SaaS companies substantially more than with traditional conversion rate optimization.

By combining psychology, drip marketing, A/B testing, and continuous optimization with in-depth research…

We’re able to increase ROI and revenues often by hundreds of percent. We call this Revenue Optimization.

How we’ve applied our Revenue Optimization process to generate massive ROI for LogDog:

First things first – who is LogDog?

With now over 500,000 users, LogDog is a security app that monitors your online accounts such as Gmail and Facebook, and through hundreds of data points is able to detect suspicious activity and hackers breaking into your accounts.

LogDog Security

They were getting substantial traffic on their website, but…

Website visitors were not converting into users…

The company created lead-generation tools such as their Detective tool to find sensitive information at risk in your inbox, and hopefully, generate more downloads.

The things is… Detective is used by many hundreds of people every day, but ultimately Detective users like regular website visitors, were just not converting into app downloads.

That’s why they reached out to us… to increase the conversions of website visitors to app users.

Additionally

  • They asked us to create a monetization & conversion framework to convert as many of their 500,000+ users into paid customers as possible.
  • Fix various other leaks in their funnel that were costing them thousands of potential signups.
  • We re-did the soon-to-be-live homepage for conversions

I’ll focus on the website-to-user conversion portion in this blog post.

The final results were beyond their expectations:

Conversion Optimization Results

  • User signups from the website increased by 240%
  • Continuous generation of actionable, qualitative insights were obtained from users by using specific drip emails.
  • User engagement soared: 80% of users would, at some point, respond to one of the first 6 drip emails we send them. Improving email deliverability for the future at the same time.

The 3 steps we took to generate those results for LogDog:

#1 We began with intensive conversion research…

We don’t believe in opinions and gut feelings, everything we do is based on experience and data, so naturally, we began our conversion research process with the goal of identifying not only leaks in the company’s funnel, but also visitor behaviors, wants and objectives and other golden nuggets of information.

Our conversion research allowed us (and the client) to fully understand both their users and their website visitors.

At the end of the process, we knew exactly WHY they were looking for a security app like LogDog, and we knew about their way of thinking… ultimately, we learned how to make them “tick”!

The Conversion Research process includes gathering a mix of both qualitative and quantitative data. To get the insights, we’ve used methods like:

  • Website polls
  • Qualitative surveys (and being very picky with the questions we chose to ask to avoid biases)
  • In-depth analysis of analytics and mouse tracking data
  • User testing & interviews
  • Specific research-oriented drip emails

This conversion research process that is too often skipped by companies hungry to start testing quickly, has been the single most important step in our Revenue optimization process.

The Conversion Research

The Conversion Research is an important part of our Revenue Optimization Process

The power of knowing exactly which words, questions, sentences and “events” to use to convert visitors is unquestionably powerful.

#2 We applied insights from the conversion research directly to the funnel…

In other words, we now knew exactly where the website was leaking users. We mapped out all of our conversion opportunities, and prioritized them so we knew  which to tackle first.

In most cases, people who are further in the funnel and closer to the ultimate conversion have higher intent to purchase than someone who’s simply reading a blog post, it’s much better to start optimizing the bottom of the funnel VS the top of the funnel.

Stages of a Funnel

Image Source

Naturally, as we’d identified website visitors who were most likely to convert into app users used the Detective tool, tests & improvements around that portion of the funnel were prioritized.

We launched our first A/B test in the funnel that increased the flow between funnel steps by 11%, a significant lift considering the amount of people who went through this step daily.

Next, there was still a huge leak happening after people used Detective, and as we identified  that visitors were not always aware of the impact and risks of not using LogDog’s core app, we decided that a drip marketing campaign was the way to go.

We proceeded to launch a few different drip campaigns that were going to be sent to various audience segments identified through the Detective tool.

The drip campaign was built following a specific framework we’ve developed called the 5×3 framework (I’ll write a blog post about it soon) that focuses on education and value to nurture leads.

Ultimately, the drip campaign was a success: 80% of email recipients responded to one of the first 6 emails – significantly increasing engagement and future email deliverability, and more leads than ever signed up for the app (a 240% lift).

#3 With insights from our conversion research, we focused on the context…

Context is king. I’m always advising companies and marketers to determine the context in which their campaigns will be seen in order to increase their goal conversions.

Context is king in conversion optimization

For example…

  • What are your users doing when they’re signing up? Commuting? At work? Sitting on their couches at home?
  • What are your users intentions and goals when browsing your website?
  • Where are they coming from? How did they end up on your site?
  • What do they need to know in order to take the action that you want them to take?
  • How much time do they have on their hands to accomplish your goal?

The answer to those questions, among many more, can all be found within a proper conversion research process, such as the one we’ve done for LogDog.

And the best part about the context questions is that is allows you to identify what to write, what images to include, the length of your marketing videos or landing pages, the type and position of your call to actions… and so much more.

Finding out the exact context from where (figuratively and relatively speaking) visitors and leads were coming from was key to creating such a high-converting drip email campaign.

With the Detective tool now converting so well, we wanted to drive a greater portion of blog readers to the tool…

The company had already implemented banners, popups and various calls to action throughout the blog, but they were vastly ignored. Two reasons why:

  1. The lack of context around the calls to action
  2. The banner blindness effect was in full force for many of their banners (which we discovered through heat maps & eye tracking analyses)

Since we knew why people were reading and finding some of LogDog’s most popular blog articles (aka: since we knew the full context), we removed the majority of visible calls to action in popular blog posts. Sounds counter-intuitive, I know, but hold on…

Contextual Blog Call to Action

After mapping out what people wanted to achieve by reading each individual blog post, we crafted post-specific content with links to the Detective tool that we inserted into their respective blog posts. Not only were those made to actually improve the blog posts, but it increased daily users of the Detective tool by 55%.

A quick re-cap…

  • By implementing our intensive Conversion Research process we’ve identified the context, funnel leaks, and behaviors of the users, giving us a roadmap to increase conversion & revenues
  • Leveraging context allowed us to increase funnel flow by 11%, and increased users of the Detective tool by 55%.
  • Implementing a drip marketing campaign when we detected further nurturing was needed for users to convert resulted in 240% increase in downloads.

In the comments below, let me know the #1 thing you learned from this case study. Looking forward to reading & responding to what you’ve got to say!

P.S. Do you want a roadmap to more revenue & conversions to get results like LogDog did? Click here to learn more about our Conversion Research & Optimization services.


Watch what Omri Toppol, LogDog’s CMO had to say about the results and his experience working with SplitBase

LogDog Conversion Rate Optimization Case Study

  • Pingback: 3 Conversion Killing Mistakes SaaS Companies Make All The Time - Raphael Paulin-Daigle()

  • great write up!

    Could you elaborate more on research-oriented drip emails?
    i.e What was the CTA for those emails, what kind of questions are the emails suppose to get them answer for?

    thanks in advance!

    • Thanks David!

      What I mean by this is that we’ve done extensive research on the users’ doubts, objections, wants, needs, demographics, among a few, before writing a single line of copy.

      We knew exactly what was holding people back from signing up, and what we had to get them to understand in order for them to take action and sign up.

      This was done by sending surveys to existing users, launching polls on critical points of frictions in the funnel, analyzing communications the company had with it’s users, and identifying the biggest gaps in the funnel through intensive analytics research.

      This process is what I call the Conversion Research, and takes us about a month do complete. But as you can see from the results above, it’s all worth it!

      With this, we know exactly what to write and the language to use to achieve our conversions goals – CTAs & questions we asked were created accordingly.

      Hope this helps, and thanks again for reading!