Following our recent acquisition of WriterAccess, a leading freelance content creation platform, we embarked on a quest to understand and optimize the customer journey through constant testing and learning. One of these tests not only reshaped our approach but also led to an impressive 37% increase in sign-up conversions on our platform. Here’s the story of our experiment, the nuances of the buyer’s journey, and the indispensable role of A/B testing in implementing a winning tactic in our marketing.
The start with WriterAccess In the first half of 2022, Rock Content acquired WriterAccess, a freelance college and universities email list content creation platform that revolutionizes and simplifies the way companies and agencies connect with writers, editors, designers, and other content freelancers. At the end of the same year, Rock Content’s marketing team officially took over the platform’s promotion and customer acquisition activities. Eager to showcase the platform’s potential but aware of the learning curve required to understand user behavior, we began our efforts to boost the conversion of new customers to WriterAccess.
involved inserting and testing calls to action (CTAs) on our blog, directing visitors to the WriterAccess homepage. The initial hypothesis was plausible: by directing people to the homepage of the WriterAccess website, we would provide the user with a more comprehensive view of the platform, increasing understanding and persuasion, and consequently, achieving a higher conversion rate for registrations. Rain of traffic to WriterAccess home page After a few weeks of conducting the initial tests, our blog became an incredible source of traffic to the WriterAccess website.