CASE STUDY: CRO, PAID MEDIA, ANALYTICS & SEO
CRO Testing and Paid Media Restructure Leads to 54% Increase in Marketing Qualified Leads
About The Client
Jumio is an international B2B SaaS company that automates the online identity verification process. As a global leader in online identity verification and biometric-based authentication, they have the largest global footprint and the most accurate solution for end-to-end ID verification.
Customers can use their services to prevent identity fraud, identity theft, and simplify KYC (know your customer) compliance.
The Ask
Jumio wanted to build a scalable digital marketing strategy to increase global brand awareness and drive qualified leads. From the Future developed a comprehensive strategy leveraging CRO, Paid Media, Technical Analytics and SEO.
54%
Increase in MQLs
25%
Increase in Traffic YoY
16.5x
Return on Ad Spend
Write a Title Here
This is a space to welcome visitors to the site. Grab their attention with copy that clearly states what the site is about, and add an engaging image or video.
Item Title
Use this space to promote the business, its products or its services.
Item Title
Use this space to promote the business, its products or its services.
Item Title
Use this space to promote the business, its products or its services.
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Use this space to promote the business, its products or its services.
The Strategy
Conversion Rate Optimization (CRO)
We audited the website and identified three critical issues on Jumio's product pages. Value propositions were not easily accessible to visitors, the messaging emphasized product features rather than customer benefits, and on mobile devices, the "Contact Sales" CTA disappeared when users scrolled down product pages
To address these challenges, FTF’s CRO team developed a multi-phase testing strategy involving:
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Testing emotional messaging over product-focused verbiage
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Page layout improvements, adding a sticky header and an additional CTA buttons
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Moving product imagery and video “above the fold”
The optimization tests delivered significant performance improvements, including a 20% increase in CTA interactions and a 13% increase in demo form submissions.
The optimization strategy continues to evolve with ongoing tests focusing on enhanced visual presentation on the homepage, industry-specific personalization, and value proposition refinement.
Control Version
Sticky Header with CTA resulted in 20% increase in CTA interactions
Paid Media
Account Restructure
We restructured the Google Ads account to allow for deeper performance insights including analyzing data by product, geo location, and a combination of both. We pair this data with client-provided information about other marketing activities and industry news. This enables us to better identify the catalysts that impact performance and implement changes across the account.
Geo Targeted Campaigns
We created unique campaigns for Jumio’s markets across the world. Tailoring landing pages and ad copy based on language, product interest, industry needs, and behavior allowed us to more effectively target customers and lower CPAs for the LATAM, North America, and EMEA markets.
Increased Spend
We identified opportunities to increase spend and search impression share for BOFU (bottom of funnel) terms (i.e brand terms, specific product terms and competitive queries). Brand terms were losing 20% of impression share due to budget. Increasing spend on brand and other terms led to:
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16.5x Return on Ad Spend
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25% Increase in YoY Traffic
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16% YoY increase in brand impression share
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21% YoY increase in Brand CTR
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50% increase in form completions
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54% increase in MQLs
Technical Analytics
FTF integrated CRM data sources to create a system that tracks data beyond the lead capture. This critical step provides visibility into the full customer acquisition process and where prospects are in the pipeline, letting us know if our marketing efforts are engaging the right people and generating qualified leads.
The closed loop reporting we set up allows us to view data by granular levels such as an individual paid search campaign or keyword, as well as easily identify and filter out data anomalies or spam from bots.
