Clio is the world's popular legal practice management software. After a successful partnership with Intrepid helped boost Clio's SEO traffic, there was a desire to improve lead conversion rates on these new prospects.
Intrepid's Conversion Rate Optimization audit of the Clio landing page and lead generation forms revealed opportunities for UX/UI improvements and copy optimizations that would improve relevance and clarity while reducing cognitive load — all with the singular goal to boost lead conversion rate. Vigorous A/B testing yielded an assortment of learnings and wins with incremental increases in key metrics such as engagement, click-through rate, and form signup conversion rate.
Our CRO audit revealed that the Clio demo signup form on the homepage was better optimized than the form on the landing page, which was complex with high friction fields and the primary CTA button appearing below the fold. We hypothesized that removing a confusing form field that referenced little-known feature names and moving the primary CTA button higher up would result in a higher form conversion rate.
Our audit revealed that the Clio demo signup form header "Schedule a Demo," while clear and direct, could possibly benefit from a warmer, more benefit-oriented tone. We hypothesized that more colorful, compelling language like "Book a Personalized Tour" could result in a higher form conversion rate, and tested various headers with different approaches and styles.
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