Case Study

Zendesk Landing Page Optimization

Identifying Key Factors Influencing User Interaction and Conversion on Zendesk’s CRM Page

Hero video is a strong performer

The hero video on Zendesk’s landing page is a strong performer, capturing significant first clicks (19%).

Hero CTA maintains popularity

The ‘View Demo’ CTA demonstrates a solid conversion potential, suggesting that users are interested in seeing Zendesk’s offerings in action.

High positive reactions among competitors

High net positive emotional alignment indicates the content is resonating well with users.

Business Challenge

The Zendesk CRM landing page underwent an evaluation to more effectively attract and convert its main audience, which includes sales professionals and marketers. This effort was driven by the observed gap between what users say they prefer and their actual behavior on the page.

Research Goals

The study aimed to analyze user interactions with the landing page to identify areas of strength and opportunities for increased conversion efficiency.

Timeline

Screenshots of Zendesk’s landing page were captured from their website. A feedback survey and usability test were developed to evaluate the engagement and effectiveness of the content. The results were analyzed within a day based on feedback from survey participants.

Methodology

Zendesk’s landing page was tested using remote user surveys through Helio, where participants reacted to the design using a variety of quantitative and qualitative methods. The Zoho survey was then copied and used to test 4 competitor landing pages in order to understand where Zoho excels in the market and where they can learn from their competitors.

Comparison frameworks support decision making.

Once the responses were collected, the data was gathered into this comparison framework for surfacing quick signals across the landing page variations.

Research 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 study utilized an array of quantitative and qualitative metrics, such as the success level of specific CTAs and the emotional reception to the landing page’s content.

The test setup for the Salesforce landing page optimization study included a series of questions designed to understand user behavior and perceptions as they interacted with the landing page. Here’s a summary of the test setup based on the provided questions:

Comprehension: Participants were requested to explain the purpose of the page. This was done to assess whether the page’s messaging and design effectively conveyed its intentions and offerings. Frequent keywords in the responses, such as “CRM,” “software,” and “sales,” indicated that the page primarily promotes CRM software solutions for sales teams.

First Interaction: Participants were instructed to click on the element they would typically select first while navigating online tools. The goal was to pinpoint the primary areas of interest or initial points of engagement on the page. A subsequent question inquired about the rationale for their choice, with frequent terms mentioned including “software,” “CRM,” and “free.”

Free responses questions enable direct feedback at length.

Information Seeking: Users were instructed to click where they would go to learn if the tool could be useful for their company. This helped to identify which parts of the page were perceived as most informative regarding product suitability. Reasons for their choices were explored in a follow-up question, with “product,” “company,” and “software” being frequent in the responses.

Click maps showcase user interactions.

Emotional Reaction: This question aimed to capture the overall impression the page gave to the respondents, allowing them to select from multiple options. They were also asked to explain their choices, providing insight into the user’s perception of the page’s content and design.

Impression test results should support decision making.

Likelihood to Engage: A Net Promoter Score (NPS) question measured the likelihood that respondents would use Zoho for their business or company, on a scale from 0 to 10. The median rating was an 8, with a follow-up question probing into the reasoning behind their rating. Keywords from the responses included “software,” “free,” and “business.”

Likert scale easily allows people to show their likelihood to engage.

Overall, the test was structured to gauge the initial attraction to key elements of the page, the clarity and utility of the information provided, the user’s general impression of the page, and the likelihood of the product being adopted by the user’s business. The use of common keywords and follow-up questions provided a deeper understanding of user motivations and barriers to conversion.

Analysis and Synthesis:

Hero video is a strong performer

The hero video on Zendesk’s landing page is a strong performer, capturing significant first clicks.

Click Map filters showcase exactly where people click along with their sentiment.

Actions with more than 10% first click interactions on a landing page are considered high engagement areas, so the 19% of participants gravitating towards the video is a significant portion of the audience.

Hero CTA maintains popularity

The ‘View Demo’ CTA demonstrates a solid conversion potential, suggesting that users are interested in seeing Zendesk’s offerings in action.

Click maps allow us to see conversion potential.

With 36% of participants clicking here first on the page, the View Demo CTA in the hero is the most popular action for visitors to take. This is especially impressive considering the amount of clicks that landed on very near action items, such as the purple ‘Start free trial’ button and hero video.

High positive reactions among competitors

High net positive emotional alignment indicates the content is resonating well with users.

Homepage emotions showcase how people receive your website.

Zendesk’s landing page produced the most positive reactions of the 5 CRM competitor landing pages tested, barely squeezing out the win over Hubspot. A gap of 10% or greater in net positive alignment is a signal of different emotional reactions, so Zendesk is practically even with Hubspot, but significantly better received than Zoho.

View the Helio Example

Outputs/Deliverables

We wrote a blog post to elaborate on how this testing works into the practice of landing page optimization. 

We also produced a guide for testing landing page optimization just as we did with Zoho:

Next Steps and Recommendations

Leverage hero video: We recommend that Zendesk continue to leverage the appeal of their hero video and explore ways to streamline the journey from emotional engagement to conversion actions, particularly around the ‘View Demo’ CTA.

Leverage demo: View demo is the most popular CTA on Zendesk’s landing page, so this flow needs to lead visitors towards a clear path for conversion.

Reflections:

Since there is a CTA to ‘view demo’ and view a video in close proximity on the page, it would be interesting to see if participants conflate those two ideas, or have very different expectations of the demo versus the video.

Build something your users truly want