The problem

When I first joined the acquisition team at Checkatrade, the starting situation I was faced with was a strategy based on a outdated landing page full of text all over the place, with a long form with and a team of sales people on the other end of the phone, calling the people that filled out that form. There was no testing of any kind and there was a marketing team creating bespoke landing pages for their inbound marketing campaigns with designs that had nothing to do with each other.

The first step we decided to take was to simplify the amount of information on the landing page, repositioning the form and reducing the number of fields. We also did a market research with the different direct competitors the company has in the UK and with other services that might be susceptible to similar acquisition processes in leading companies in their own niche markets, to check what alternatives we had and we split out the signup form into a three step journey that could create give the company not only the minimum information to a new contact for the sales team but other important information about the company like a detailed address and personal information.

Redesign of the landing page

From here we gave the main acquisition page a simple redesign yet adapted to current brand image of the company, and we started to A/B test the introduction of new blocks of information that could be more useful for potential customers during the next months. We also ran several tests on the signup journey that showed up the level of interest of the potential customers on this new signup journey.

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Evolution of the signup journey

Over the last year, the strategy needed to convert the initial signup journey has been refined. Through three implementation phases, a 100% digital journey has finally been created where potential customers will be able to choose the required subscription level and make the payment without the need for a phone call.