WiderFunnel Case Study

Increasing the Webinar Registration Conversion Rate

The Client: Environics Analytics

Environics Analytics helps businesses reach their customers more effectively by building consumer market insights. Their analytical services give a detailed view of the marketplace and deliver market-driven solutions specifically created for each client.

To deliver these solutions, Environics Analytics’ highly-specialized team combines understanding of business challenges with proprietary techniques and comprehensive data.

The Business Need

Early September 2007, Statistics Canada released the third installment of the 2006 Canadian Census. As they normally did when these data sets are released, Environics Analytics’ Senior Vice President and Chief Demographer was to present a web seminar to provide demographic insights to the company’s customers and prospects.

This web seminar represented a significant awareness and business development opportunity, not to be repeated for several months and Environics Analytics needed to maximize attendance.

The Challenges

Environics Analytics had been running similar Webinars in the past and while traffic to the website was significant, webinar registrations were not considered to be sufficient. Too many anonymous web visitors were leaving their website without registering.

The Solution

Working with WiderFunnel Marketing, Environics Analytics developed an experiment where alternative content was presented randomly to web visitors in order to determine which presentation would optimize the website’s visitor-to-registration conversion rate.

WiderFunnel Marketing used its proprietary L.I.F.T.™ Tool to analyze the web seminar signup area and developed a Funnel Experiment™ (FunEx™) plan.

The FunEx plan included:

• An A/B experiment with one variation against the control to rapidly achieve statistically significant results with relatively low traffic levels
• Google Website Optimizer as the testing and optimization platform

The Results

The results of the experiment showed a remarkable conversion rate lift from using WiderFunnel’s design alternative.

Pre-Seminar Registration Results

• On the day of the web seminar, two hours prior to the start, the design variation showed a statistically significant cumulative result of nearly triple the pre-registrations of the original.
  • Control = 3.2%
  • Variation = 12.5%
• Observed Improvement over Control = 290%

Post-Seminar Registration Results

• The experiment continued until the web seminar concluded and found an interesting result. The conversion rate for both the default and the control spiked dramatically, with WiderFunnel’s design variation still increasing the conversion rate by 27%.
  • Control = 19.5 %
  • Variation = 24.9%
• Observed Improvement over Control = 27%

Conclusions

The experiment gave a tremendous lift to Environics Analytics webinar conversion rate. The post-seminar registration results reinforce the importance of the Urgency variable, which is a key factor in WiderFunnel’s L.I.F.T. Model. As the web seminar began, the Urgency for visitors to join the seminar increased and more prospective viewers that saw both the original and variation overcame the conversion-inhibiting barriers and the conversion rate for both control and test conversion rates spiked – with the test version remaining the higher-converting with a narrower margin.

As an organization that values web seminars to enhance the sales relationship, Environics Analytics gained from the experiment by now having a new default design that they can run further experiments on to continually improve.

To find out how WiderFunnel can help you increase your conversion rate, contact a Conversion Rate Expert now.

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