Foundry: Analysing and improving conversion rates

Service and project type

User experience, experience design, CRO | Digital Experience

Relationship

Foundry develops pioneering software for the creative industries, with a focus on speed, quality and user experience.

Organic has been supporting Foundry’s digital marketing team since 2018, and is currently retained across a number of work streams including UX, SEO, paid media, and content strategy.

Problem

Across Foundry’s suite of products, conversion rates on their software trial pages were low, with high levels of form/cart abandonment. The journey to trial is key to the overall purchase funnel, so improving trial conversion was crucial to boosting Foundry’s sales. At the start of the project, the conversion rate was 19%.

This particular project utilised our UX and CRO strategy expertise to improve customer experience on the site and conversion rates. This is a critical part of Search Experience Optimisation, and was essential to ensuring that we were able to capitalise on the higher quality traffic we were driving to Foundry’s site through our SEO work. 

Solution

We focused on Foundry’s flagship product Nuke, which is drives the most revenue for the business. . 

• Combined analytics data with heat mapping analysis to understand initial friction points.
• Used video monitoring and expert heuristic evaluation to understand why customers were struggling. 
• Designed solutions to improve customer journeys, and carried out A/B and multivariate testing.
• Analysed results from the tests to further refine and improve the experience through the funnel.

Changes made included:

• Altering page structure to match user needs and provide more robust signposting.
• Refining copy to provide desired information that supported users from intention to conversion.
• Simplifying forms and clarifying fields.
• Redesigning the thank you page post conversion.

Results

• Unique Visitors to the Try Nuke page increased by 9%
• The conversion rate of visitors from the Try Nuke page to trial increased by 27%
• The bounce rate on the Try Nuke page decreased by 27%
• The exit Rate on the Try Nuke page decreased by 75%

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