In this marketing case study Big Drum client Alfresco is a global B2B technology that specializes in facilitating smart enterprise content management (ECM). Alfresco partnered with Big Drum to leverage the power of search marketing for lead generation particularly by means of online form fills. Big Drum optimized the Alfresco website, began conducting conversion rate optimization testing and launched a pay-per-click campaign to drive qualified prospects to product-specific landing pages. After implementing Big Drum’s usability recommendations, the percentage of Alfresco’s new visits increased 34% in just 75 days.

1. THE B2B CONVERSION AGENCY 404-373-9727 | bigdrum.io
CASE STUDY
Alfresco is a global B2B technology that specializes in facilitating smart enterprise content
management (ECM). Alfresco partnered with Big Drum to leverage the power of search
marketing for lead generation, particularly by means of online form fills.
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rate optimization (CRO),
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Conversion Optimization &
Design Testing Drives Visitor Engagement
SEM Strategy
Big Drum optimized the Alfresco website, began conducting conversion rate optimization (CRO) test-ing
and launched a pay per click (PPC) campaign to drive qualified prospects to product-specific
landing pages. Alfresco was receiving a great deal of traffic from searchers who were
interested in what Alfresco had to offer but were unclear which specific action to take once they
arrived at the website. Big Drum desired to improve Alfresco’s organic conversion rate by strategically
developing and launching one user test, two separate and distinct on-site A/B tests, and one usability
study.
Results
Quantitative Results of Alfresco Trial Page A/B Test:
> 45% conversion rate increase (all traffic)
> 31% conversion rate increase (all organic)
> 41% conversion rate increase (all returning visitors)
> 55% conversion rate increase (all new visitors)
Quantitative Results of Contact Page A/B Test:
> 99% conversion rate increase (all traffic)
> 64% conversion rate increase (all organic)
> 65% conversion rate increase (all returning visitors)
> 457% conversion rate increase (all new visitors)
A card sorting test also produced very meaningful results. In the 75 days following the full
implementation of test-based website changes, every success metric from the initial hypothesis has
been supported.
Quantitative Results of increased visitor engagement following IA modifications and conversion
optimization improvements:
> Bounce Rate: -5% decrease
> Average visit duration: +21% increase
> Pages / Visit: +12% increase
> % New Visits: +34% increase
> Conversion Rate: +9% increase