Landing Page Optimization
Zoho Landing Page Optimization
Decoding User Engagement and Conversion Potential on Zoho’s CRM Landing Page
Low CTR on Zoho’s Primary Action
Zoho’s ‘Get Started’ form has a poor initial click-through rate, indicating an aversion to filling out the form.
Landing Page Feels Overwhelming
24% of visitors indicated this negative impression after interacting with the landing page.
Low Net Promoter Score
Visitors’ aversion to the sign up form and feelings of being overwhelmed resulted in a low NPS of -22.6.
Business Challenge
Understand how Zoho’s CRM landing page can better capture and convert visitors, and compare these findings with reactions to competitor pages to identify new opportunities for optimization.
Research Goals
The study set out to assess how well Zoho’s landing page performed in terms of user engagement and to identify opportunities for optimization to improve conversions.
Timeline
Within a single day, we gathered screenshots of Zoho’s landing page off their website, and crafted a survey to evaluate the user engagement and effectiveness of it’s content. After running the test overnight, we synthesized the findings the following day.
Methodology
Zoho’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.
Once the responses were collected, the data was gathered into this comparison framework for surfacing quick signals across the landing page variations.
Research Panel
We used a ready-made audience of Marketers and Sales Professionals in the United States to gather 100 responses on each of the 5 competitor landing pages.
Test Setup
The survey mixed NPS scoring, satisfaction scales, and free-response questions to gauge both quantitative and qualitative user feedback on the landing page’s effectiveness.
The test setup for the Zoho landing page optimization study included questions designed to understand user behavior and perceptions as they interacted with the landing page. Here’s a summary of the test setup:
- Respondents were asked to describe the page’s purpose. The aim was to determine if the messaging and design of the page communicated its intent and offerings.
- Common keywords from responses included “CRM,” “software,” and “sales,” suggesting a focus on CRM software solutions for sales teams.
- First Interaction:
- Participants were prompted to click on what they would choose first when exploring tools online. This was to identify the initial areas of interest or action points on the page.
- The follow-up question asked for the reason behind their click, with common words being “software,” “CRM,” and “free.”
- 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.
- 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.
- 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.”
Comprehension:
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:
Low CTR on Zoho’s Primary Action
Zoho’s ‘Get Started’ form has a poor initial click-through rate, indicating an aversion to filling out the form.
Only 17% of participants interacted with this primary CTA upon first click, compared to an average of 40% on competitor landing pages. Participants mentioned that they didn’t want to fill out the form in order to continue learning about the platform.
Landing Page Feels Overwhelming
24% of visitors indicated this negative impression after interacting with the landing page. Typically, we want to see negative impressions maintained below the 10% mark. Spikes of up to 24% in overwhelming and 13% in confusion indicate significant negative impressions that need to be addressed on the page.
The sum of positive impressions minus the sum of negative reactions equals to a 124% net positive alignment, which was the second lowest total of or 5 competitors.
Low Net Promoter Score
Visitors’ aversion to the sign up form and feelings of being overwhelmed resulted in a low NPS of -22.6. Net promoter scores range between -100 and +100, with a score in the positive to be a generally positive sign.
A score in the negative 20s is a signal for low engagement, and also the lowest NPS of all the CRM competitor landing pages we tested.
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
- Remove entry form as barrier to engagement – provide a pathway for learning more about the service rather than forcing visitors into providing information early on
- Reduce the amount of content modules – looking to avoid those spikes in negative impressions of feeling overwhelming.
Reflections:
With so much content on Zoho’s landing page, it would be interesting to conduct a follow-up test asking participants to rank the information they are shown so that a prioritization can be made.
