93% Decrease In CPA For A PLG Company

660%

Increase in Monthly Paid Signups

94%

Decrease in Cost Per Signup While Growing Monthly Ad Investment from 75K to 500K

0.5% to 3.5%

Increase in Landing Page Conversions

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Summary

A cloud computing platform was eating through its marketing budget with barely any signups converting to paid and a poor attribution system in place. Once Opascope came on, the company started gaining a steady stream of higher-quality signups at a significantly lower rate. We also established a system for catering to both individual consumers and enterprise sales.

Non-Obvious Insight

To move users down the funnel, we found a mix of short and long-form landing pages was ideal. While shorter pages showed better results in terms of conversion rate, they’d stop working if we took the longer ones out of the mix.

“Since we’ve started with Opascope, our account runs the way I expect it to run. Opascope is very proactive in driving the optimization of our paid search accounts. And they’re constantly optimizing the account to drive traffic conversions and acquisition”

Rob

Senior Director of Marketing

The Problem

1. Attribution Tracking Wasn’t Following The Entire Funnel

An initial audit showed that while they had conversion tracking it was very limited and only looked at account creations, but did not allow them to monitor the full path to revenue resulting in campaigns optimized for account creations over revenue. We worked with them to improve tracking to allow for a full-funnel view to properly understand performance, which was a cornerstone in turning paid search into a growth driver.

2. Poor Performance From Paid Ads

The previous agency never asked marketing leaders about their primary goals from performance marketing, which is not unusual. The agency’s primary goal was getting as many leads to sign up for the platform as possible. They optimized campaigns around the cheapest possible conversions, which in this case were account signups that added payment details. The agency just kept the straight line from there.

The problem? These leads were signing up for an account but not using the tool nor spending money. Even though the agency technically lowered the platform’s cost per lead (CPL), there was no visible ROI from the signups coming in, no matter how high their investment got.

This was a prime example of “you can’t take leads to the bank.”

3. Complex Signup Flow

According to Rob, the company’s Senior Director of Marketing who joined the company around the same time as Opascope, their old sign-up flow was complex and clunky, including excessive questions and odd spacings.

4. Landing Pages Had To Work For Everyone From Individual Consumers to Enterprise Sales

The company’s customers ranged from individuals to enterprise-level companies. This meant the landing pages needed to work for all types of prospects and offer them multiple ways to convert, from self-serve to talking to sales.

The Solution

1. Implement Proper Tracking to Find and Target Leads that Actually Convert

After implementing initial short-term tweaks, Opascope built a proper attribution system to track performance through complex segments in Google Analytics and the company’s CRM.

“The piece of Opascope that I really value is the metrics and analytics side,” Rob explained. “The fact that they make it very simple to understand.”

Where the previous agency’s approach was to run campaigns that brought in as many leads as possible, we took a different approach. Thanks to our new attribution system, we could see which campaigns were actually bringing in higher-valued users — those willing to spend the most. We started targeting leads that were actually finding the company relevant and who were more likely to convert.

With higher quality leads, the cost per lead increased by 40-60%, but the cost per paying customer actually went down significantly. As a result, paid acquisition, a channel that previously brought almost no paying customers, became a consistent source of 30-40% of new customers.

2. CRO for Landing Pages And Sign-Up Flow

We spent time testing different versions of landing pages, taking into consideration the length of the pages and type of content, as well as making sure the landing pages worked for both businesses and consumers.

We also worked on optimizing the sign-up flow for new users and log-in flow for returning users, reducing friction while increasing visibility into whom the landing pages were attracting. The result was a 20-30% increase in sign-up completion rate.

3. Optimized Flow For Enterprise Sales

In order to tailor the experience to both enterprise companies and consumers like hobbyists, the company had to find a way for enterprise users to identify themselves as early as possible. All without ruining the experience of an individual consumer.

Most competitors in this case would choose to focus solely on enterprise users, by offering only a contact sales button. However, we found that individual consumers who are looking for a cloud computing solution for their private projects are also part of the bigger companies this company was looking to serve.

Ultimately, if an individual contributor is happy as an individual user, they can have an impact on decision-making for enterprise sales as well.

In order to tailor the experience to both, Opascope introduced a series of callouts and paths with various business offerings. Be it free trial, longer promo credit, or migration assistance.

The Results

Since Opascope was introduced to the team in 2019, the performance has been improving consistently in different departments:

Monthly paying signups in 2023 are 660% higher compared to 2019
Cost per trial signup went down 93%
Over 20x increase in leads coming to sales thanks to landing page offramps
Landing page conversion went from 0.5% to over 3.5%

Per Rob, Opascope completely overhauled the company’s performance marketing lever: “The significant value Opascope brings to the table is maximizing the budget and maximizing the return.”