We are only seeing an exit rate of 27% compared to 47% on our website conversion page, meaning users are more informed to convert -- Hayden Foster, CEO NextMinute
NextMinute is a SaaS job management product suite for mid-sized construction firms such as builders, plumbers, electricians and tilers. NextMinute was growing rapidly and looking to refine their go to market strategy in Australia. The sales team had excellent sales conversion rates from the demo session - the challenge facing the team was how to convince more site visitors to sign up for these sessions. The sales team also noted that they spent a lot of time explaining the offering and pricing model to prospective clients.
An analysis of the NextMinute website revealed four areas for improvement:
The original webpage hero led with the value proposition “Job management software designed by tradies (contractors) for tradies” and had three equally weighted CTA buttons in the top navigation bar. There were no further CTAs below the value proposition. Unfortunately, the equal weighting on the three CTAs provided no guidance as to which action the site visitor should take – the need to make a decision introduced a tiny but real moment of resistance.
The hero section layout and copy were changed to reflect the main reason why high-value customers were using the brand, that being ease of use. Loyal brand advocates often spoke of how much easier NextMinute was to use and engage with than larger competitors. The new hero section copy was updated to “Job management tools for Tradies. Get started in minutes”. This was coupled with a primary CTA to “Get started”, with an anxiety-reducing “No credit card needed” below the button. A secondary CTA to book a demo was introduced. The buttons in the top navigation bar were removed, leaving only a single CTA to “Get Started”. Introducing a clear visual hierarchy in these CTAs removed the resistance of having to stop and make a decision.
The brand style guide was updated to include the visual hierarchy for CTA buttons on the site. A modern colour palette and font selection were chosen. The original imagery was retained as it showed real and relatable images of NextMinute’s customers using the product in the field.
The information presented on the home and landing pages was re-ordered in line with the recommendations in the home page templates (which you can download at the end of this chapter). The pricing model was also simplified – removing the “calculator” and introducing two clear, explained options which delineated between “admin users” (bookkeepers or business owners) and “mobile users” (contractors working on jobs).
The old pricing page created confusion as site visitors could not immediately understand what Admin and Mobile users were. The updated page made the distinction clear, removing blockers and increasing demo booking rates
The changes made to the NextMinute website are an excellent example of how the six ADORE steps can be used together to create stronger brand buyer relationships. Identifying the four main areas that were below optimal levels (value proposition, styling, page layouts and pricing model) allowed the team to make relatively simple changes to the website, which resulted in immediate and significant improvements to the performance of their prime digital asset.
Our website is now properly aligned with what our visitors are looking for and presented in a way that leads them down the right path of education and qualification. On top of this, ADORE has given us the framework to create and distribute new content that fits with this journey which we can then use to generate more traffic through SEO and social distribution
Hayden Foster, CEO NextMinute
The changes made worked for the following reasons:
We are only seeing an exit rate of 27% compared to 47% on our website conversion page, meaning users are more informed to convert
Hayden Foster, CEO NextMinute
If you are reviewing your marketing strategy and considering expanding your sales and marketing team with new hires, use the ADORE Process to first analyze your existing digital footprint. You may still find that the new hires are justified, but in optimising the flow of site visitors into more committed phases of your customer journey, you will be releasing your new hires to focus on closing deals rather than answering basic questions about how your offering works.
Look for the signs that your website may need a tune-up at the Three Minute milestone. If you notice low return visit rates and low time on site, it is a good indication that applying the strategies that NextMinute used will help to increase your conversion rates to the next milestone, Sign-up. In particular: