ABOUT VIVA EVE

Viva Eve was born out of one simple belief: that there has to be a better way to approach women’s healthcare. The patient’s healthcare journey was fragmented, disjointed—rushed doctors, multiple visits to different specialists and offices, and a lack of education on her options were unfortunately all too common. Viva Eve built on the vision of personalized medical care, and invested in new technology and modernized processes in a commitment to continually improve medical care and treatment of their patients.

SITUATION

Viva Eve was looking for an opportunity to improve their landing page performance for social media and increase form submissions to schedule an appointment. Connecting with their Customer Support Manager at Instapage, Mia Beghetto, they launched a project to create a new optimized page template using Instapage’s conversion rate optimization (CRO), design, and engineering professional services. Once the page was launched Viva Eve saw success and wanted to build on it.

SOLUTION

Instapage provided a list of additional test ideas for two of Viva Eve’s top landing pages. One item Viva Eve selected to test was a sticky Call-to-Action (CTA) to anchor visitors back to the hero.

Featuring a sticky CTA on a landing page can significantly enhance user experience and increase conversion rates with:

• Persistent Visibility: A sticky CTA remains in view as users scroll through the page, ensuring that the primary goal is always visible and accessible without requiring users to scroll back up
• Quick Access: Users can quickly take the intended action (e.g., sign up, buy now, contact us) without having to search for the CTA, reducing friction in the conversion process

By always being visible, the sticky CTA encourages immediate action, which can lead to increased engagement and conversion rates as users are constantly reminded and nudged towards the desired goal.

On desktop devices, a sticky header was shown with a CTA that anchored the visitor back up to the form.

On mobile devices, a sticky footer CTA was implemented providing similar benefits as the sticky header, persistent visibility and quick access, but optimizing placement for the mobile visitor.

Our experts recommend positioning the sticky element at the bottom of the mobile screen because it provides a better user experience for mobile visitors since the button is more accessible on the portion of the screen where mobile visitors are most active (the bottom).

The Instapage team was super knowledgeable and helpful with coming up the testing ideas.

RESULT

The experiment yielded positive results and Viva Eve achieved the following outcome with the sticky header and footer implementation:

Violet Wu shared her excitement to continue testing based on the roadmap provided by Instapage’s CRO team:

The entire process was smooth and easy, with plenty of educational support provided.

In conclusion, Viva Eve’s collaboration with Instapage in implementing sticky header and footer elements resulted in a remarkable 40% lift in conversion rates. This success underscores the power of strategic experimentation and optimization in driving tangible business outcomes. With a commitment to continuous improvement and a roadmap provided by Instapage’s CRO team, Viva Eve is poised to further elevate its performance and deliver exceptional experiences to its patients.

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ABOUT GENERATION

Generation is a global nonprofit organization headquartered in Washington, DC that drives economic mobility by placing adults into careers and advocating to improve the workforce system.

To date, Generation has helped more than 115,000 graduates across 18 countries, with 86% of them employed 180 days after graduation. They are industry and sector agnostic, helping adults who face systemic barriers train for careers in 47 different professions such as web developer, data analyst, solar panel installer, elderly caretaker, sewing machine operator, and more. The majority of Generation graduates earn above a living wage within a year of completing the program, and this percentage increases over time.

GENERATION’S BUSINESS CHALLENGES

Generation’s global marketing function targets both B2C and B2B users. Because they work with learners and employers, they need to run different campaigns when targeting funders and employers versus when targeting learners.

Juliano Allegrini was hired as the global head of marketing in 2021 and his first challenge was a B2B pilot for employers to get them involved in the job placement process. The challenge was figuring out how to drive high-quality employers to the Generation ecosystem using a mobile-first approach and targeted messaging.

Until that point, Generation had used a sales-driven approach versus a marketing approach. Now, they wanted to shift towards a more B2B approach in terms of account-based marketing that functioned as a strategic campaign, versus an individual-to-individual basis.

Juliano and his team knew they needed a robust landing page solution to help them accomplish their goals and searched the market for a viable option. Specifically, they sought a solution that allowed them to create personalized, fast, mobile-first designs that they could track in real-time while removing any developer constraints. For them, Instapage was the clear choice.

LANDING ON INSTAPAGE

When Generation first began working with Instapage, the intention was to continue the conversation from ad material before integrating into the main website and going the conversion route. They liked the idea of personalizing their landing pages depending on the country they were targeting or to match the ads they were publishing. With Instapage, the customization and personalization functionalities run deep, and the Generation team wanted to take full advantage.

The idea was that a user would click on an ad and be directed to a landing page that would further explain the messaging that was initiated in the ad. From there, if they felt they wanted to apply to Generation or get more information, they could visit the main site. Essentially, the landing page would act as a stepping stone prior to a transaction, especially for people who are on their phones and are looking for a completely mobile experience.

Another significant consideration in choosing a landing page solution was keeping in mind Generation’s global footprint. Each country creates their own ad campaigns, landing pages, messages, and designs – and the teams have varying levels of marketing expertise. With limited resources, a landing page solution would have to be user-friendly.

Instapage was a clear choice for us for various reasons, including how flexible the platform is. More than that, we wanted to provide a tool to each of our countries that could function for either B2B or B2C campaigns and that, importantly, was intuitive enough to be used on their own without having to hire additional resources. Pricing, mobile-first design, integration with Salesforce and other tools, and ease of use are all factors that played into our decision to use Instapage.

EASY TO USE, POWERFUL RESULTS

Going into 2023, the Generation team had a goal of increasing stickiness, which they defined as visitors’ engagement plus activity within their site. Although they were successful in increasing traffic to their pages, they were hoping to see visitors engaging with their site more intentionally.

They suspected that they weren’t seeing the engagement levels they wanted because their current landing pages were not mobile-friendly and were slower to load. With Instapage, they were able to create responsive, mobile-first, personalized landing pages that delivered in a big way. After redesigning every single landing page to be mobile-first in Instapage, they saw an outstanding 13x increase in results.

When they just used their website as a direct traffic source, stickiness was around 22%. Using Instapage’s landing pages as a go-between increased stickiness by 2.3x and overall engagement increased by 90%.

Switching to personal messaging and a responsive, mobile-first design was (and continues to be) key.

Motivated by their results, the Generation team eagerly uses all the Instapage features that are available to them, including carousels, exit intent pop-ups, tabbing modulars, testimonials, and support from the professional services team.

THE RIGHT SOLUTION AT THE RIGHT TIME

The Generation team is a small one and the organization is a non-profit, so time and resources are limited. When it came to overhauling the sites for each of their 17 countries at the same time, the task seemed daunting. However, with Instapage as a partner, they had a reliable way to stay on track and having access to Instapage’s professional services team and customer support in general made all the difference.

With Instapage, the customer service is great, speed is great, conversions are great; we have everything we need in a landing page system. It’s very easy to use and implement and there is so much flexibility in the platform. If you don’t have a full web team in house ready to go but you have a lot of traffic, Instapage is a great tool to use.”

About Pilothouse Digital

Pilothouse Digital provides a unique way to grow your business when looking at alternative options in the marketplace of agencies. Pilothouse is a growth partner providing comprehensive marketing services to over 150 brands around the world. For over 12 years, Pilothouse has helped entrepreneurs and brands grow their businesses with a wide-ranging suite of services, from customer acquisition and retention to brand development and award-winning creative services.

Gaining speed with Instapage

As a fast-moving, high-performing marketing agency serving dozens of clients across timezones, Pilothouse needs a reliable and flexible set of tools to meet their goals and provide excellent outcomes for their clients.

Before making the shift to Instapage, Pilothouse relied on a different landing page platform to build pages for clients and for their own marketing efforts. The clunky interface and need for coding experience considerably slowed down deliverable times. In a fast-paced, client-facing environment there just isn’t enough time to justify the effort. Eager to pick up the pace, the Pilothouse team decided to try Instapage instead.

Once the Pilothouse team swapped to Instapage Convert in 2018, the difference was immediately noticeable. Instapage is a user-friendly platform and has a powerful drag-and-drop interface that allowed non-technical team members to quickly adopt the platform. The team could now deploy landing pages faster than ever, allowing them to accelerate development for clients’ pages while expanding their own marketing efforts. They also gained access to advanced features on the Convert plan that dramatically improved scalability and speed of delivery.

“Velocity is one of our core values here at Pilothouse. Utilizing Instapage enables us to construct pages faster allowing us to provide our partners with exceptional experiences that mirror our values and enhance their performance. The ability to generate personalized landing pages on a large scale is a transformative advantage, as we work with over 150 diverse partners, each adhering to their unique guidelines and requirements.”

Custom solutions for scalable outcomes

With so many clients to serve and scale, Pilothouse Digital needed flexible solutions to create valuable campaign pages and optimize them over time. The Instapage Convert plan was a perfect fit, with an array of advanced features that support scalability without slowing down the process.  In particular, the Pilothouse team leveraged workspace management features like Global Blocks that made it easy to manage and update pages across workspaces in just a few clicks. They also applied custom workplace scripts that allowed the team to manage each clients’ unique goals with ease.

“Launching a new client or product has been easy with the time-saving features in Instapage,” said Duncan McIntyre, Creative Manager at Pilothouse.  “The Global Blocks feature has improved our efficiency by over 30%. We are able to onboard new clients faster and scale them. With Q4 approaching, we are able to build offer pages fast for our clients.”

The Pilothouse team has leaned on Instapage for platform support throughout their years of partnership. Whenever the team encounters an opportunity to provide more value to their clients, the Instapage customer service team is there to provide education, troubleshooting, and strategic guidance at a moment’s notice. They’ve also designed custom features and integrations tailored to Pilothouse Digital’s unique needs.

“Instapage has supported us in doubling or even tripling earnings per click for many of our clients. The ability to easily create and test high converting templates and page elements has accelerated our CRO process and continues to help us drive value for the brands we work with."

Next steps

Pilothouse Digital plans to continue building and optimizing landing pages on Instapage to give their clients the best possible digital experiences. The team is eager to try new Instapage features like AI Content and AI Experiments to scale their efforts faster than ever before. With Instapage on their side, Pilothouse will continue to provide outstanding services and create value for their clients.

About Internet Up

Internet Up is an e-commerce company based in Munich, Germany that develops and scales a diverse set of brands with the power of performance marketing. Providing strategic services from brand strategy to market analysis, Internet Up promotes in-house brands like Snapbuy, Feminera and Vital You to develop over 60 products and achieve 100k+ sales.

A search for campaign efficiency

Before partnering with Instapage, Internet Up had already achieved impressive results with their digital advertising efforts by prioritizing precise targeting and campaign efficiency.

This focus on efficiency allowed Internet Up to achieve strong results, but also revealed limitations. Account-side optimization could only get them so far. In order to achieve the best possible results, Internet Up needed to sharpen their campaigns at the point of conversion—the landing page.

With this in mind, the Internet Up team turned to Instapage to achieve a concrete set of goals: Improved conversion rates, increased return on ad spend, and a better personalized experience for customers.

Collaborating with the Instapage team has been a very positive experience. They were responsive, helpful, and demonstrated a deep understanding of our business objectives and challenges. The onboarding process was smooth, and their support during implementation was fantastic.

Personalize, optimize, repeat

Internet Up set to work improving their landing page strategy with Instapage. With the goal of personalization and optimization in mind, the team dove into the full collection of advanced features on the Instapage Convert plan.

To create more personalized experiences on their pages, Internet Up leveraged one of the key features on Instapage Convert: Dynamic text replacement. By swapping out sections of copy on their landing pages at scale, the team was able to personalize pages based on customers’ search terms. The resulting relevance led to a huge boost in conversion rates.

With personalized pages up and running, Internet Up turned to optimizing their experiences for the best possible results. Instapage Convert made this  optimization simple with dedicated features for testing and experimentation, from A/B tests to on-platform analytics. The Internet Up team used heatmaps to access valuable insights into visitor behavior on their landing pages, allowing them to run precise experiments and optimize pages for maximum conversion rates.

Intelligent strategy leads to rapid results

With personalization and precise optimization strategies in place, the team began to notice improvements in performance metrics almost immediately. Within the first two months, they noticed a significant increase in conversion rates thanks to stronger landing page experiences. With better conversion rates came lower cost-per-acquisition, indicating that the entire ad funnel was becoming more effective and efficient. These gains continued to improve as Internet Up took full advantage of Instapage personalization and optimization features.

Next steps

The Internet Up team continues to use Instapage to draw even more value from their digital campaigns. With ongoing experimentation and precise personalization, Internet Up is set up for success now and in the future.

Our partnership with Instapage has been a game-changer. It has taken our digital advertising efforts to a new level, improving our return on investment and deepening our understanding of our customers. We look forward to continuing our fruitful relationship with Instapage.

ABOUT SWYTCH

Swytch is a transportation technology company with a revolutionary product and a clear goal—to make sustainable transportation accessible to anyone. The Swytch Kit can be installed on a conventional bicycle to convert it into a battery-powered ebike, making it easier to commute on two wheels instead of four. Their converted ebikes have carried riders over 10 million miles.

Swytch operates on a scheduled distribution system, releasing their stock to wait-listed customers several times per year. This approach allows Swytch to produce ‘made-to-order’ kits which fit each bike perfectly, build excitement for stock drop events, and offer lower prices by saving on warehouse costs. This method requires a strong digital strategy to secure wait-list signups and promote release events.

THE PROBLEM

Swytch has experienced high demand for their Swytch Kits products; their ads strategy was performing well, bringing in high ad traffic and business growth. This high amount of traffic presented a huge opportunity, but the team didn’t have a dedicated web developer to create and test new landing pages. Swytch began to look for new ways to improve their web experiences.

“We decided to focus on improving our lead generation conversion rates from our digital marketing channels, and we needed to look for some more gains in the funnel,” said Alex Dernie, Product Manager at Swytch. “That’s when our focus turned towards the website.”

The Swytch team had two goals in mind when evaluating solutions:

1. Make it easy to quickly create and update landing pages that integrate with WordPress and the rest of their technology stack
2. Run experiments to improve and optimize page performance

Initially, the Swytch team decided to work with another landing page platform solution, but struggled with its non-user friendly interface. They knew that better landing pages would be worth the investment—so they began to seek out other options. Soon, they decided to try a free trial of Instapage.

SWYTCH TAKES INSTAPAGE FOR A SPIN!

Instapage wasn't clunky. The best features were the little details. I use Figma a lot, and there were small UX touches which felt natural—the alignment lines, the grouping, creating forms, putting in images, buttons. Everything was clean. That was the big thing for me, it was all nicely laid out and well designed. It’s quite intuitive.

Right away, the difference was obvious. Instapage’s easy-to-use platform was a much more intuitive interface than Swytch’s existing solution. They quickly dove into Instapage’s range of features, including experimentation and personalization. They used AdMap® to connect their campaigns to dedicated landing pages, and integrated Instapage analytics with the rest of their tech stack.

Instapage also supports Swytch’s distribution strategy by making it easier to attract high-quality leads. Once an interested potential rider joins the waitlist, they’re provided more information on the product and drawn into secondary flows, such as a post-sign-up page with additional offers. Taking advantage of Swytch’s high ad traffic, the team leveraged Instapage experimentation features to rapidly test messaging, assets, translations, and more.

The experimentation paid off — by continuously iterating on their landing pages and running tests to improve performance, Swytch saw major improvements in conversion rates.

The site, as it was when I started using Instapage, was converting our ad traffic at around five percent. And over the course of the past eight months we've been using Instapage, we're now at 21% conversion rate through extensive testing. So that's a huge uplift which has driven costs down and ROAS up.

INSTAPAGE SUPPORT MEANS YOU NEVER RIDE SOLO

The Swytch team was able to make the most of Instapage from the beginning with the help of the Instapage support team. As Alex said, “If I needed a hand, which occasionally I did in the beginning, I would just jump on live chat. I always got a quick response. It’d often be the same people, and they know what they’re doing.” Live chat made it easy for Alex and his team to quickly overcome roadblocks and shorten the path to success.

Swytch also partnered with their Instapage account manager to implement custom solutions and recommend new opportunities to get the most out of Instapage.  “I think she’s a big part of why the collaboration has worked so well,” Alex said. “She’s always pushing me to use the resources Instapage has, like page reviews and engineering hours. She has got some great ideas.”

RESULTS

Alex and the Swytch team became Instapage power users in just a few months, seeing the value of Instapage from the get-go.

Going forward, they plan to continue releasing Swytch Kits to eager customers in future launch events, using their improved digital experiences to get even more people riding electric.

Want to hear more from Swytch and Instapage? Check out our on-demand webinar,Why Growth Marketing is Critical in 2023, to learn how Swytch developed their strategies to achieve success.

My advice with Instapage would be to jump on the free trial and get your hands dirty. See what could work for your use case and if the numbers add up. For us, they did and it was a no-brainer to go with Instapage. But go for it—see the demo and try it out.

ABOUT EVOLVE

Evolve is a hospitality company headquartered in Denver, CO. Since 2011, their mission has been to streamline the vacation home rental experience for guests and property owners. Since its founding, the company has grown to more than 500 employees supporting over 15,000 properties in 700 markets across North America.

Evolve offers several unique innovations in the vacation rental industry, easing pain points for guests and vacation homeowners alike. The platform connects guests with verified homes and protects their purchase with a satisfaction guarantee. Homeowners can partner with Evolve to take the stresses of vacation rental off their plate while ensuring they earn more rental income—Evolve charges a 10% management fee, significantly lower than the industry standard, and has no long-term commitments. Evolve gives vacationers and property owners an easy and safe way to do business and create five-star experiences.

THE SITUATION AND BUSINESS CHALLENGES

Evolve has a two-pronged business model, targeting homeowners and vacation renters. Each segment has different needs and motivations, and Evolve structured its digital advertising campaigns to reflect this. Before 2020, most of Evolve’s acquisitions came from paid media, with Facebook as their primary lead generation engine. When the COVID-19 pandemic struck in early 2020, Evolve worked hard to reduce advertising costs as much as possible. As the pandemic wore on and demand for getaway vacations increased, the company decided to return to previous spending levels.

However, Evolve’s team wanted to be smart about ramping up their advertising efforts. They decided they needed to improve their landing page personalization to convert a more significant percentage of their ad traffic. At that time, the team’s internal landing page resources consisted solely of a HubSpot account and a graphic designer. With no dedicated web developer or CRO specialist and limited bandwidth to spend time on the issue, Evolve decided to research solutions. They reached out to Instapage for help.

INSTAPAGE CHECKS IN

The Evolve and Instapage teams met to identify goals and find ways to achieve them. Evolve first considered using a self-serve landing page builder to solve their scaling challenges, but quickly determined they wanted a full-service provider with a consultative and conversion-focused approach. The best solution was to partner with Instapage to create highly effective landing page experiences. Unlike other niche solution providers and agencies, Instapage offers a full suite of services backed by cutting-edge technology designed around conversions.

At first, the Evolve team was concerned about trusting another group with their post-click brand and marketing strategy. Would Instapage’s presence mean that their efforts to create their existing creative assets would go to waste? Instapage representatives explained that they would consider the current creative from a conversion storytelling perspective, streamlining the story across the entire ad experience, decreasing friction, and highlighting points of trust. That way, the customer engages with the brand on its most substantial footing and can easily see genuine value.

Instapage completed a comprehensive, no-obligation conversion analysis of Evolve’s primary ad campaigns and landing pages and identified paths to improvement for each. The Evolve team was impressed by the audit and considered the potential benefits of optimizing page performance across all their pages. They agreed that Instapage was the right solution for their challenges.

We knew that Instapage would be able to help us with things that our team didn’t have the bandwidth for. [We needed] someone who eats, sleeps, and breathes conversion rate optimization every day, rather than the people on our team who aren’t really experts in that.

INSTAPAGE QUICKLY IMPLEMENTS HIGH-CONVERTING PAGES

Evolve set unambiguous goals from the outset. The team wanted to improve their ad relevance scores on Google and Facebook and optimize their ad budget. They also wanted to lower the cost per qualified lead from their ad traffic. The Instapage team worked closely with Evolve to understand these goals and learn Evolve’s unique brand. Instapage provided a list of pages linked to Evolve’s top-priority, highest-impact ads representing the most promising opportunities—specifically, Evolve’s Product Overview pages for Google and Facebook ads. Evolve concurred, and Instapage got to work.

After initiating conversations with Evolve, Instapage completed their first core landing page with a brief turnaround time. From there, Instapage built unique landing page experiences on top of the core page, giving each of Evolve’s top audience segments a personalized and conversion-oriented experience.

When tested against Evolve’s past landing pages, Instapage’s page experiences significantly over-performed. Facebook ads saw a 69% increase in conversion rate, and Google ads saw an even higher 89% increase in conversion rate. On top of that, the overall cost per acquisition also significantly decreased for Facebook and Google, compared to the control.

CONCLUSION

Going forward, Evolve intends to expand its work with Instapage. The team is currently building a new core landing page and unique experiences to showcase its case studies and vacation success stories. They also plan to identify and build experiences specifically for the subscriber conversion funnel. As Evolve takes off, they can trust Instapage to support their advertising success.

Working with everyone at Instapage has been great. They’ve been super responsive, and communication has been consistent. They’re really good about staying on track with timelines, and even when we provide feedback that will create more work for the Instapage team, they’re very receptive to it and work to make sure we’re happy with the final product.

ABOUT EARGO

Eargo is a direct-to-consumer medical device company dedicated to improving the quality of life of people with hearing loss. Their innovative product and go-to-market approach address the major challenges of traditional hearing aid adoption, including social stigma, accessibility, and cost. They believe that Eargo hearing aids are the first and only virtually invisible, rechargeable, completely-in-canal, FDA regulated, Class I device for treating hearing loss. Their differentiated, consumer-first solution empowers consumers to take control of their hearing. Consumers can purchase online or over the phone and get personalized and convenient consultation and support from licensed hearing professionals via phone, text, email, or video chat.

The Eargo solution is available at approximately half the cost of competing hearing aids purchased through traditional channels in the United States.

GOALS

According to James Noyes, Director of Growth Marketing at Eargo, the digital marketing team is laser-focused on driving revenue growth through acquiring new customers profitably at a target acquisition cost. They wanted to launch robust lead generation campaigns to better segment, qualify, and prioritize prospects. As part of their acquisition efforts, they aimed to create a shorter sales cycle and hyper-personalize their post-click experiences.

THE SITUATION AND BUSINESS CHALLENGES

Eargo’s team traditionally used WordPress to design and deploy landing pages. It took their team weeks to create pages with the content management system, so quickly launching campaigns was not realistic. Moreover, it was incredibly time-consuming to collaborate, design, or make any new changes. A/B testing the pages on WordPress proved to be very difficult, too. The team wanted a solution that allowed them to automate the landing page creation and A/B testing process.

Additionally, Eargo needed a more targeted way to collect user data via lead capture forms while maintaining HIPAA compliance. They aimed to shorten the sales cycle by segmenting audiences based on form submissions and directing prospects to personalized post-click landing pages.

INSTAPAGE PROVIDED MORE AGILITY WITH LANDING PAGES AND A/B TESTING

Before partnering with Instapage, Eargo couldn’t create and A/B test landing pages at scale. Relying on their internal development team to deploy pages manually became too overwhelming.

The Instapage Professional Services team helped Eargo accelerate and scale its testing with a streamlined workflow. Now, Noyes’ team sees testing results faster than before on page designs, form locations, and graphics. “Instapage allows us to be really nimble with testing various designs. The team’s expertise has also enabled us to experiment with new concepts and technologies.”

SEGMENTING USERS WITH HYPER-PERSONALIZED LANDING PAGES

Instapage technology allowed Eargo to collect more valuable information via lead generation forms and capture user agents on form submissions. These details included the user’s device, operating system, and how motivated they were to convert—the information helped Noyes serve relevant landing page experiences for each unique audience segment and convert more leads.

“We’ve looked at a lot of form providers, and no one else offers the depth of information that can be captured with Instapage forms. In addition to the actual form values, Instapage has robust support for hidden fields that allow the capturing of important metadata with each submission, such as device information, campaign data, and landing page variations from A/B tests.”

The Instapage team also provided additional form customization for even more advanced lead data capturing. “The Instapage Professional Services team helped us set up customized hidden fields that are not supported out of the box, allowing us to capture information that no other vendor on the market provides. This metadata allows us to better segment our users in the post-click stage.”

Furthermore, Eargo needed an additional post-form submission step to hyper-personalize each user’s experience. To facilitate this granular level of audience targeting, the Instapage Professional Services team implemented advanced conditional logic forms that connect to multiple landing page destinations. Based on the customer information collected upon form submission, Eargo segments and redirects visitors to a relevant and personalized landing page experience that persuades them to convert directly from the page, effectively making the sales cycle much shorter.

INSTAPAGE ENABLED EFFECTIVE LEAD PRIORITIZATION TO DRIVE MORE SALES

Due to the high-touch buying process for hearing aids, Eargo has a support team of personal hearing guides dedicated to lead outreach for product consultation and sales. By leveraging Instapage landing pages, Eargo created a lead qualification model using visitor data such as demographics, hearing journey stage, and purchase intent level. With an improved lead prioritization and segmentation process, they optimized the lead funnel and tailored conversations toward customer needs. As a result, Eargo achieved higher conversion rates.

SUCCESS METRICS AFTER PARTNERING WITH INSTAPAGE

Before Instapage, Eargo experienced lengthy development cycles that made launching and optimizing campaigns challenging. By working with the Instapage team, Eargo scaled hyper-personalized, custom lead generation initiatives with impressive results:

• 4x faster in deploying campaign landing pages
• 20% increase in 3-day customer acquisition rate
• 9% increase in overall lead-to-customer conversions

SUMMARY

Eargo’s marketing team is more productive and agile after partnering with Instapage. Now, they can move at the speed of advertising due to the scalability, optimization, and personalization that Instapage provides. As a result, Eargo accelerated their lead acquisition process by quickly converting customers via advanced segmentation and personalization.

The Instapage Professional Services team has helped us with building new assets from scratch, allowing us the flexibility to either incorporate them to our site or remain as dedicated campaign landing pages. This allows us to have a lot more agility than if we were relying solely on an internal development team.

ABOUT STATWAX

Statwax is a full-service digital agency that specializes in student acquisition and enrollment for higher education institutions. Their services include digital ads, paid search, social media advertising, and digital video, and they have built dedicated CRO and SEO divisions. While they work with some SaaS companies, Statwax has developed a reputation for driving increased enrollments and lower student acquisition costs specifically for colleges and universities. Their clients include University of Missouri, Purdue University, and University of Miami.

THE SITUATION AND BUSINESS CHALLENGES

Statwax’s client base consists of higher education institutions who seek to attract students to enroll in their programs. Higher education presents several unique challenges for digital advertisers. Deciding where to attend college can be one of the most pivotal decisions of a person’s life. Many factors weigh into these decisions, including cost, location, campus life, academics, and more. These needs require advertisers to use precise targeting to match ads to the right candidates and nurture leads from application to enrollment.

The biggest challenge is that it has to feel like a 1:1 marketing conversation…It’s so life-changing that every higher-ed prospect needs to feel like we’re talking directly to them.

Another major challenge Statwax faced was with their clients’ web pages. University web pages tend to be old-fashioned and difficult to navigate. They generally contain a vast amount of information about the university and are not easy to change. These challenges made it tricky for Statwax to create highly personalized campaigns, as they would terminate at a daunting and impersonal university landing page that Statwax could not easily customize.

Statwax saw the opportunity to provide better value for their clients by creating personalized landing pages for visitors. Still, the answer to this challenge wasn’t immediately apparent. Statwax lacked capacity to provide web design services to their clients. Even if they had a talented web designer, that person would have to work across multiple large university websites, each with its own architecture and restrictions.

Though their campaigns were driving acceptable results for their clients, Statwax President Brian Walker wanted to bridge this gap and provide personalized experiences that could be a one-to-one conversation with a candidate all the way to enrollment. A business partner recommended that Statwax reach out to Instapage to solve their landing page needs.

INSTAPAGE UNLOCKS CRO CAPABILITIES

Statwax recognized the opportunity presented by custom landing page experiences for potential applicants. Rather than wait for the perfect moment, Statwax decided to develop test landing pages for their clients to demonstrate the potential impact on enrollments.

We could show them so much more value by doing just a couple of pages for them, even if it was free. All of a sudden it would open the doors to the possibilities we could provide as an agency.

EASY-TO-USE PLATFORM SPEEDS UP PRODUCTION

From Day One, Instapage unlocked CRO capabilities for Statwax without the need to hire a web development team. The landing page builder’s ease of use allowed Walker to assign designers and campaign managers to work directly in the tool. The team leveraged templates and global content blocks to create experiences consistent with their university clients’ long-established brands.

Walker was impressed with how easy it was to implement landing page updates on Instapage. “I don’t have web dev knowledge. I can go in and add hidden fields to a form and set up tracking for different parameters and push it live to one of our landing pages in five minutes. It’s that easy to use.”

Using Instapage, Statwax rapidly deployed landing page experiences for their clients. Statwax was able to bring these experiences from concept design to live deployment in approximately five business days, including QA testing for form integration. They estimate that they are 10 times faster in deploying new and relevant landing pages since starting with Instapage. The ability to deploy templates and global blocks helps Statwax cut down on redundant design and copywriting work, and enables quick and easy tweaks without back-end development needs.

RESULTS

Statwax has seen demonstrable success since partnering with Instapage, and have been able to provide incredible value to their clients.

In one instance, a Statwax client asked for help diagnosing and improving their landing page challenges. The client had recently published a new website design without using conversion-optimized design principles. When the new website launch resulted in a decrease in conversions, the client brought Statwax on board to identify the issues and provide a solution.

Statwax used Instapage to redesign and redeploy the webpages to test whether the new website design was causing the traffic decrease. Statwax leveraged Instapage templates and content blocks to create a test version of the landing page that featured personalized content, better form design, and a reorganized flow. Then, Statwax compared the new and original pages in a split test. In this test, the page designed with Instapage conversion best practices outperformed the client’s design by nearly seven times and drove significantly higher conversions.

SUMMATION

Instapage has allowed Statwax to unlock new opportunities for their business and implement better ad experiences for every client. The intuitive user interface and wide selection of tools, all in one platform, allowed them to quickly offer more value to their clients. They now include Instapage experiences as a core part of their services.

We started to realize not only the speed at which we could deploy things to help our ad efforts from Day One, but also the ability to test, and tweak, and split traffic, and start reporting on CRO things to help our clients do better with their overall website traffic.