CASE STUDY: 3M
KCTruth, though historical data and industry expertise, presented a strong case to 3M marketing leaders of an approach that would uncover opportunities to increase form fill conversions. In partnership with 3M’s internal analytics team, KC Truth defined, developed and executed a testing strategy focused on creating a frictionless conversion experience for IT Decision Makers across multiple channels including LinkedIn (a new advertising channel for the brand).
Defined testing opportunities and success metrics
KC developed and implemented test designs to uncover insights into the best ways to convert audiences. Testing was centered around landing page, channel and ad format effectiveness. Effectiveness was measured based on conversions, form engagement and site engagement metrics.
Reduced lead generation friction
Through the landing page analysis, we worked with 3M to identify key fields and removed non-serving fields. We then designed a social strategy to remove barriers in form fill completion with a LinkedIn campaign focused on lead generation. Audience targeting, sequential messaging and in-platform form fills assisted in creating a minimal manual entry, streamlined experience.
Increase in weekly qualified leads
8 vs. 1.6
Decrease site bounce rate
48% vs. 56%
Increase in form fill conversion rate
6.7% vs. 2.0%
GENERATING LEADS BY REDUCING FRICTION IN THE FORM FILLING PROCESS
SEE OUR WORK FOR OTHER CLIENTS
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