PixelMEDIA Inc.

Business Challenge
QUMAS is the leader in Enterprise Regulatory Compliance Solutions with more than 250 global customer deployments and over a decade of experience helping companies in highly regulated industries. The QUMAS solution facilitates an informed response to Compliance challenges across the organization, and provides better overall governance and predictability of business performance.

Engaged in a pay-per-click (PPC) campaign, the company was not seeing sufficient results. The lack of optimized landing pages was hindering the performance of the campaign by costing QUMAS valuable conversions.

QUMAS wanted to increase the visitor conversion rate, so the company turned to PixelMEDIA to develop and create landing pages that would further this objective.

PixelMEDIA Solution
After speaking with QUMAS, PixelMEDIA understood the conversion goals of the campaign to be whitepaper and webinar downloads. The new landing pages would require visitors to fill out a form in order to download the specific resource. User information would be collected, but visitors would still be allowed to learn about QUMAS without having to contact the company directly.

PixelMEDIA’s next step was to create a landing page via wireframes. An Information Architect created a page that greatly improved the user experience. The title of the
whitepaper/webinar was moved below the header to stand out. The description and image were clearly defined on the page and easy to see. Additionally, six fields of the form were removed to encourage more visitors to fill it out. Finally, the conversion goal clearly stood out and told the user what to do. The result was a landing page design in which most of the page was above the fold, making it easy for the user to fill out the form in order to download the requested resource.

The PPC campaign ads were updated with the new conversion goals and destination URLs. The redesigned, user-focused landing pages were created for multiple whitepaper/webinar downloads, resulting in an increase of registrations over the next four months.

We are very pleased with the landing pages developed by PixelMEDIA. The increased traffic to our site and acquisition of new prospect information has strengthened our integrated marketing campaigns and we have seen a number of these prospects convert to active sales opportunities.   —Caoimhe Kiely, Global Head of Marketing, QUMAS

The Impact

• Over a period of four months,
• Form submissions increased 153%
• Conversion rate increased 44.8%
• Average time spent on site increased 74%

For this initiative, PixelMEDIA provided the following search marketing services:

• PPC campaign management
• Form creation
• Landing page optimization
• Content strategy

Tags: landing pages, Pay-Per-Click (PPC), Search marketing