Case Study: Clio & CRO

26% increase in conversion rate

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.

Test 1: 26% increase in lead generation with UX improvements to signup form

Challenge

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.

Strategy

Improve UX of demo signup form by applying some optimizations from the homepage to remove high-friction fields, simplify the UX, and shift the submission button higher above the fold.

Hypothesis

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.

Results

We increased the form conversion rate by 26%.

Test 2: 18% increase in lead generation form conversion rate with headline optimization

Challenge

Our Conversion Rate Optimization 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.

Strategy

Test various headers with different approaches and styles to see which resonates best with prospects.

Hypothesis

We hypothesized that more colorful, compelling language like “Book a Personalized Tour” could result in a higher form conversion rate.

Results

We increased the form conversion rate by 18%.

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