How Design Pickle Tweaked Their Demo Form And Grew Bookings By 86%

Marketing at Design Pickle is on the hook for 100% of the company's pipeline.?No outbounding, no prospecting. Just good ‘ol fashioned inbound marketing.?

This means that Design Pickle’s sales and marketing must operate in lock-step. If deal velocity slows down, or the close rate decreases, they won’t hit their revenue targets. And because they operate using a high volume business model, efficiency is the name of the game.

?Jennifer Osgood, Senior Director of Marketing, saw a problem.?“The marketing team was generating a ton of qualified leads. However, when we looked at the data, less than 10% were actually converting into any kind of opportunity”.

?If the lead doesn’t book a demo, the cost of acquisition goes up and sales won’t have enough pipeline to stay busy. Not good.

?During this discovery phase, they needed to look at the on-site buyer journey to see where the disconnect was happening, so they could craft a plan to fix it.?

?Because Design Pickle was processing so many demo requests, they needed to collect enough information to route these leads to the correct sales rep.?This meant that they had a 4-step form that needed to be completed before a prospect could book a sales call.

It looked like this:

From their research, they saw that there was a significant dropoff between step 3 and 4. They were a single step away from booking a meeting, but they had no idea!

?This led them to come up with a hypotheses: prospects aren’t reaching the end of the form because they don’t know how many steps are left. The conversion rate can be improved by informing them when they have just one more step to go.

Their hypothesis ended up being right. The resulting change they implemented led to an 86% lift in demo bookings. Design Pickle shares the full playbook of how they adjusted their demo form to nearly double their conversion rate and deliver hundreds of extra leads to sales –?see how here.

Read Design Pickle's full conversion playbook