How one change helped increase our conversion rate from 1% to 22%

Our website features articles titled “What to do when my email account has been hacked” that attract plenty of traffic. The readers stay on the page for 8 minutes on average (yes – 8 minutes!) and the article gets ranked first on Google.

But app download conversions? These get just a tiny percentage of the traffic.

So what do we do? We use all the CRO tactics we know. There’s an improvement, but it still feels like a ton of potential isn’t being fulfilled. It takes me a moment to realize that I don’t really understand what’s going on in the readers’ minds. They read every word, click on plenty of links in the articles, but the only link they won’t click on is the one to download the app that will solve their problem. Why?

I watch user behavior recordings and then I realize: the people who are reading my article are experiencing an email hack right now – and are super-stressed about it. They won’t convert at this disturbing, stressful time. So we connect a tool which scans the inbox for sensitive info that can be stolen – makes sense, right?

Boom! Almost 22% of users activate this tool. Now we know that when a reader will finish taking care of his email account we’ll be able to get his attention back, and using a personalized, conversational drip campaign – convert him to using the app.

 

Track: Strategic Track (managers, business owners) Date: 6 בDecember 2017 Time: 15:00 - 15:30

Case study field:

CRO
Omri Topol Omri Toppol

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