+334%
Organic Traffic
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B2B Marketing Strategy
ClockInEasy
Mobile & Web App
ClockInEasy is a mobile app and SaaS platform for employee time-tracking and workforce management. The company had a strong product development team but faced challenges marketing the product against enterprise competition.
116%
Boost in Conversion Rate
418%
Boost in Search Impressions
+259%
Conversion Rate vs. Industry Avg.
The Challenge
Even the most superior product requires significant marketplace exposure to succeed. ClockInEasy had built a fantastic employee time-tracking tool that would make payroll easier for businesses of any size; however, the SaaS company was facing increased difficulty garnering the exposure it needed to properly scale. In a competitive market with sizable legacy enterprises vying for the same B2B customers, ClockInEasy sought a more comprehensive approach to generate meaningful growth.
The Approach
After initial discussions to align a shared vision, ClockInEasy retained our services for a strategic overhaul of its digital presence and broader inbound marketing solutions. We sought to implement a cross-channel strategy that would target, engage, and secure customers through meaningful content and advanced marketing automation tactics. By constructing a cohesive customer journey across multiple touchpoints, we aimed to drive growth through improved reach and conversion rates.
“Build something 100 people love, not something 1 million people kind of like.”
Our Strategy
Buyer persona development for a SaaS client targeting B2B customers
No two businesses are alike. Similarly, no two business customers are either. Adapting your messaging strategy and tailoring the user experience of each distinguishable audience segment is crucial in order to achieve your maximum conversion potential.
We initiated our approach by creating audience profiles and buyer personas, from which effective distinctions in messaging strategy could be derived. We then set out to implement our communications design strategy, tailoring on-site content, landing pages, and the inbound email trial funnel to each customer segment.
By closely monitoring audience response, we were further able to optimize for both on-site conversions and sell-through events using marketing automation in the sales funnel built for ClockInEasy's inbound leads.
Messaging Architecture
Communications design for a SaaS web app with traditional clientele
Our client was situated in a unique position — ClockInEasy bridged the gap between traditional blue-collar businesses and Silicon Valley technology firms. The software-as-a-service company provides timesheet and employee management software for businesses in multiple sectors that often are composed of non-technical users.
With a large concentration of their customers operating in verticals like construction, retail, home services, installation, and valet and parking industries, communicating to the varied needs of these different sectors was paramount.
Working closely with both the product and operations team, we got to work on addressing core customer needs — in both communications strategy and broader product-market fit. From there, we developed a multi-front content strategy and generated assets for both inbound and outbound campaigns.
UX & Conversion Optimization
Boosting engagement and onsite conversions with advanced analytics and CRO tools
While many strategies focus on driving new traffic, one of the many benefits of CRO strategies is their ability to properly capitalize on the greatest business asset of all: your existing audience. To improve onsite conversion rates, we deployed advanced analytics tools to measure user engagement, analyze heatmaps, and review site visit recordings.
By mapping drop-off points in the sales funnel, we were able to pinpoint crucial areas for improvement. The heatmaps of aggregate user click and scroll data, alongside site visit recordings, let us analyze how users interacted with key pages.
Pairing this data with a creative perspective, we focused on adding a sense of tangibility to the platform that would provide a clear expectation of what the product looked and felt like. This concrete visualization helped users understand value before signing up.
Departing from pure feature descriptions and abstract icons, we generated modules that included direct visualizations of the platform with value-add communications. The How It Works page design highlighted product workflows with clarity and context.
Provided with more context about the product they were buying into, alongside subtle enhancements to the customer journey, users converted at a significantly higher rate. The changes more than doubled onsite conversion performance.
Further improvements were made with onsite chatbot automations and guided tours using Intercom. These strategies enabled us to drive engagement with the 97% of web visitors who typically leave without converting.
Digital Experience Redesign
Homepage UX before & after
Heatmap analysis and funnel diagnostics informed a homepage redesign that clarified product value and improved trial sign-ups.
Before
After
Homepage redesign after UX consulting and conversion-rate optimization
Email Marketing
Email automation tactics to optimize the free-trial funnel for engagement, conversions, and sales
All the traffic in the world doesn't matter if you can't convert on it. For any startup, SaaS platform, or mobile app, your free trial funnel is the most essential factor that can, and often will, single-handedly determine the success of your business.
The primary sales channel — the driver of engagement and revenue — a free trial email funnel is the channel through which all else flows. In order to ensure the success of our broader efforts, we initiated a complete redevelopment of ClockInEasy's inbound email automation strategy.
Segmenting users by their onsite behavior, we built a complex intake funnel that deployed personalized messaging for each stage in the buyer journey. Content was A/B tested for optimal results and automated through event-driven triggers coordinated with the development team.
The funnel was designed to guide users through a process that would drive engagement, garnering platform adoption and resulting in trial-to-sale conversions. Our newly designed email sales funnel was highly successful — including a report-exporting campaign with a 58.75% open rate.
Content Marketing
Driving organic traffic with content that builds genuine customer relationships
Our content marketing strategy focused on the identification of high-traffic inbound opportunities, driving organic search impressions and social engagement. We developed useful resources, organic content, and SEO-driven landing pages aligned with buyer intent.
With a dual aim of adding product context and capturing user attention, we set out to generate individualized modules that both informed and engaged users. Initial content, like interactive savings calculators and feature explainers, helped users understand product value.
Additional resources, such as the Timesheet Templates landing page, were identified through an evaluation of data trends in the client's analytics. By analyzing organic traffic and search terms, we built high-intent pages that captured qualified inbound leads.
Content was promoted on various channels including social media, digital promotions, outbound email, and a coordinated Quora campaign. By providing these resources upfront, with strong SEO foundations, ClockInEasy expanded its keyword base and organic reach.
Client Results
Driving significant revenue growth through improved customer messaging, user experience, and compelling content marketing
The project was a noteworthy success for the client, resulting in significant organic traffic growth, conversion rate increases, email funnel engagement, and ultimately, subscription-revenue generation.
New onsite content, interactive resources, and external content marketing efforts helped the client boost search rankings, expand its keyword base, and increase total organic traffic to its website.
The new targeted web pages also significantly contributed to onsite conversions, with the landing page developed for our Capterra campaign achieving conversion rates over 25% of unique users — a figure well above industry averages.
A three-fold increase in web traffic, combined with a doubling of the onsite conversion rate, and an improvement in the email funnel's trial-to-sale rate, all served compounding effects to generate sustainable MRR growth for ClockInEasy.
“They were very professional and provided a more intimate, boutique approach … it was a wise investment for us to make, it was returned tenfold.”
Arkadiy Mikhaylov
Product Manager, ClockInEasy
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