Campaign Monitor
See how we helped Campaign Monitor achieve a 1187% increase in conversion rates and a 64% reduction in CAC – across 33 A/B tests on 10 landing pages.
Campaign Monitor is the leading provider of professional-grade email marketing and automation software for growing businesses. More than 2 million people at 200,000 companies worldwide, including BuzzFeed, Coca-Cola, Disney, Rip Curl and the San Diego Chargers, use Campaign Monitor to run email marketing campaigns that deliver results for their business.
INDUSTRY
Computer Software
LOCATION
San Fransisco, USA
BUSINESS OBJECTIVE
Conversion Rate Optimization
The challenge: Before working with ConversionLab, Campaign Monitor didn't have a process or resources for dedicated conversion rate optimization. Through their PPC agency they had seen amazing numbers in traffic, but had yet not tapped the full potential on converting visitors to signups for trial accounts. Nobody was systematically asking: what happens after the click?
CASE STUDY
A/B testing on landing pages
With A/B testing we have continued to tweak conversion rates with a total of 1187% across 33 tests on several landing pages. The average lift in conversion per test is at a stunning 36%. Below you can see one of these tests.
10.8% of users about to abandon the landing pages converted with Exit Intent popups
Campaign Monitor converted 271 abandoning visitors into leads in just one month by offering their email marketing guide to users just as they are about to leave the page.
“We haven’t had to create any new content or pages,” says Shamita Jayakumar, Senior Marketing Manager at Campaign Monitor. “Instead, we’re leveraging the content we already have and getting it in front of marketers who can use it. It really has been a case of creating something from nothing.”
ConversionLab played a key role in accelerating Campaign Monitor's growth by optimizing our landing pages for maximum performance. We increased conversion rates by 260% in the first 6 months and 1187% cumulatively across the full engagement, and saw a 64% reduction in customer acquisition cost. We are very happy with the results!
“
Shamita Jayakumar
Senior Marketing Manager
Conversion Rates
+1187% cumulative gains
Cost per Lead
-64% across 33 tests
TRUSTED BY SAAS COMPANIES
By using dynamic text replacement, we can tailor the content to match each and every ad on Google Ads without having to create multiple pages. The tight message match ensures higher relevancy for the user, and Google rewards you with a higher quality score as they too will see the message match. The below example gave a 58% uplift in conversion rates using dynamic content.
Dynamic content for hyper-relevant user experiences
Professional Email Software
MESSAGE MATCH
1187%
UPLIFT IN CVR
The total uplift combined at an average 36% uplift per test.
33
A/B TESTS PERFORMED
Based on solid hypothesis and across several pages.
64%
REDUCTION IN CAC
Increased conversion rates means reduced customer acquisition cost.
I offer a free audit – a focused, personal review of one landing page you are actively using to drive conversions. I'll tell you exactly what I see, what's blocking conversions, and what I'd fix first.
Want to know what this gap looks like on your pages?
WINNER
🏆
Let’s boost my conversions
Variant A
Variant B
LEADS
Captured via exit intent in month one.
271
How we did it
Over the course of the engagement we ran 33 A/B tests across 10 landing pages. Not every test won – and that rigour, being willing to kill a losing test and move on, is what made the cumulative result possible. Here are the five tests that defined the engagement:
- Dynamic text replacement – 57% uplift from matching headlines to search intent
- Exit intent popups – 271 leads in month one from abandoning visitors
- Specific CTA copy – 120% uplift from naming the outcome, not the action
- Anxiety reduction – 78% uplift from four words: "No credit card required"
- Usability improvement – 75% uplift from checkmarks on the signup form
In the first 6 months, cumulative CVR improvement reached 260%. By the end of the full engagement – 33 tests across 10 pages – the cumulative total reached 1187%.
Each winning test raised the baseline for the next. A 36% uplift applied to a page already performing 260% better than baseline produces a much larger absolute improvement than the same 36% applied to the original.
This is why sustained retainer-based CRO consistently outperforms one-off optimisation projects.
Find the friction
Analyse landing page performance and visitor behaviour to identify what's preventing conversions. Not guesswork – data-led hypotheses based on what the numbers actually show.
Form a hypothesis
Every change starts with a specific, directional hypothesis. We define what we expect to improve, by how much, and why. No test runs without a reason.
Test one meaningful change
We isolate a single variable and run the test until reaching 95% statistical significance. We never stop early because results look promising – and we're willing to kill a losing test and move on.
Build on every result
Every winning test raises the baseline for the next. The longer the engagement runs, the faster the results accumulate. This is why a sustained retainer consistently outperforms a one-off sprint.
The process behind 1187%
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ConversionLab is a one-person CRO operation based in Trondheim, Norway – serving B2B SaaS companies worldwide.