Research Study
Salesforce Landing Page Optimization
Enhanced user experience and conversion on Salesforce’s CRM landing page.
Strong performance for primary CTA
The ‘Demo’ CTA on the Salesforce landing page has a strong conversion rate, with 53% of first clicks.
Strong positive alignment with brand impressions
Positive emotional reception highlights the content’s clarity and helpfulness, contributing to user satisfaction.
Low net promoter score
Despite high interest in product features, the overall experience score suggests opportunities for optimizing the user journey.
Business Challenge
The objective of this independent research was to assess the effectiveness of Salesforce’s CRM landing page in engaging potential customers and facilitating the customer journey from awareness to action. The study focused on identifying whether the design and content of the landing page effectively communicated the benefits of Salesforce’s CRM system and encouraged users to explore further or sign up.
Timeline
The testing was completed in 24 hours. After running the test overnight, the findings were synthesized the following day.
Research Goals
The main goal of the study was to assess the clarity and appeal of the CRM offer presented on the landing page, and compare its performance to that of competitor landing pages.
Methodology
Salesforce’s landing page was tested using remote user surveys via Helio, incorporating quantitative and qualitative feedback from consumers. The same survey was applied to four competitor landing pages to benchmark Salesforce’s performance against competitors.
Participant Panel
A ready-made audience of Marketers and Sales Professionals in the United States was utilized to collect 100 responses for each of the five competitor landing pages.
Test Setup
The survey combined NPS scoring, satisfaction scales, and open-ended questions to gather quantitative and qualitative feedback on the effectiveness of the landing page.
The setup for the Salesforce landing page study included several key areas of focus:
- Comprehension: Participants were asked to explain the purpose of the page. This helped assess whether the page’s messaging and design clearly communicated its purpose. Common keywords like “CRM,” “software,” and “sales” indicated that the page was primarily seen as promoting CRM software for sales teams.
- First Interaction: Participants were instructed to click on the element they would naturally choose first when using online tools. This identified the main areas of interest or initial engagement points on the page. A follow-up question explored their reasons for these choices, with frequent mentions of “software,” “CRM,” and “free.”
- Information Seeking: Participants clicked on the sections they would visit to determine if the tool could be useful for their company. This highlighted which parts of the page were seen as most informative. A follow-up question explored their reasoning, with “product,” “company,” and “software” being common terms.
- Emotional Reaction: Participants were asked to share their overall impression of the page, selecting from multiple options and explaining their choices. This provided insight into how the page’s content and design were perceived.
- Likelihood to Engage: An NPS question measured how likely participants were to use Monday.com for their business, on a scale from 0 to 10. The median score was 8, and follow-up questions helped understand the reasoning behind their ratings, with keywords like “software,” “free,” and “business” frequently mentioned
The test was designed to assess how well the page attracted users’ attention, the clarity and usefulness of the information provided, the general impression of the page, and the likelihood of the product being adopted. The use of common keywords and follow-up questions offered deeper insights into user motivations and potential barriers to conversion.
Findings
Engagement success
- Strong performance for primary CTA
- The ‘Demo’ CTA on the Salesforce landing page has a strong conversion rate, with 53% of first clicks.
- Compared to other competitor CRM landing pages, which received around 30-40% engagement on the primary CTAs, Saleforce’s 53% is the highest percentage of first clicks on the hero CTA.
“The blue action button prompted me to click. I would like to see the demo and possibly skip over some of the more lengthy literature on the page.”
– Helio Participants, Marketing Professional (US)
Strong sentiment performance
- Positive emotional reception highlights the content’s clarity and helpfulness, contributing to user satisfaction.
- Salesforce’s landing page excelled in the engagement it elicited from visitors, with up to 17% increase over competitors with that impression.
- The spike of overwhelming and confusion above 10% are concerning, though these negative impressions were shared by most competitors, so it’s nothing to cause alarm for now.
Low net promoter score
- Despite high interest in product features, the overall experience score suggests opportunities for optimizing the user journey.
- A score of 1 is lackluster compared to positive results from the interaction and emotional impression testing. The Salesforce team can increase the clarity of their offering to reduce negative impressions and increase their net promoter score with their audience.
Conclusion
Salesforce’s landing page excels in terms of engagement and positive sentiment, though has improvement to make with their net promoter score. The negative impressions of being overwhelmed and confused can be targeted to improve their NPS.
Recommendations
- Path to conversion – Further optimization of the landing page should focus on streamlining the path to conversion, ensuring that the positive emotional reception is reflected in the overall experience score.
- Mastering the Art of the Demo– Salesforce leads the pack in conversions, thanks to its strategically placed demo CTA. It’s a masterclass in building user confidence before purchase commitments. Yet, there’s room to grow. By harmonizing its focus on customer connections with a more explicit CRM message, Salesforce can reduce user confusion and further cement its leadership position.
Reflections
The ‘View Playlist Demo’ was the most popular of any primary CTA across CRM landing page competitors, though the language is very unique to Salesforce’s site. It would be interesting to understand what participants expect from a ‘playlist demo’ after deciding to engage with it.
