82 registrations from 294 visitors.
Board Agenda is an independent media brand covering corporate governance, and needed a registration page aimed at UK board directors and senior executives of PLCs and companies with more than 250 employees. We designed it to their brand, built a multi-step registration form, added pop-ups for the featured speakers and synced every lead to their CRM. 82 of 294 visitors registered, a 27.89 percent conversion rate.
- Conversion27.89%conversion rate, 82 of 294 visitors
- Registrations82from 294 visitors to the page
- FormMulti-stepregistration, a few fields at a time
- CRMSyncedevery lead into the client's CRM
- One page, 294 visitors; the study gives no dates.As published April 2023.
- Client
- Board AgendaCorporate governance journalism and insight
- Sector
- PublishingB2B · Book and Periodical Publishing
- Published
- April 2023Landing page design
- Services
- Landing page designCase study · April 2023
A senior audience, a detailed form and speakers to explain
The people Board Agenda wanted to register run boards. The page had to look like it belonged in their world, ask for their details without friction, and answer who they would hear from.
Board directors, and nobody else
The page was for UK board directors and senior executives of PLCs and companies with more than 250 employees; service providers and consultancies were excluded. A small, senior audience, so the design had to be professional and true to the brand.
Registration details that had to be collected without friction
The client's requirements included a multi-step registration form. Asking a senior executive for everything on one screen is where a page like this loses them, so the form had to take the details a step at a time and feel light while doing it.
Speaker detail that would crowd the page
Who is speaking is part of the decision to register, but a full biography for every featured speaker would bury the form. The client asked for pop-ups, so the detail was there for anyone who wanted it and out of the way for everyone else.
A landing page that would engage and convert UK board directors and senior corporate executives, with a professional design, a multi-step registration form and pop-ups for additional information about the featured speakers.The brief, as the case study records it
What we designed, and what runs after the form
The design is the part a director sees. The multi-step form, the speaker pop-ups and the CRM sync are what turned a visit into a registration that got followed up.
A page that belongs to Board Agenda
We designed a professional page that complements the Board Agenda brand rather than competing with it. The first screen sets out the briefing, the date, the venue and the supporting partners, with the registration form alongside, so a director can see what it is and book without scrolling.
Registration one step at a time
The registration form asks for its information step by step instead of all at once. The first step asks only for job role and company industry; the rest follows once the visitor has started. Each step is short, so the form reads as easy rather than demanding.
Speaker detail in pop-ups, not on the page
Each featured speaker is listed with a photo and a line about them, and a pop-up carries the additional information for anyone who wants to read more. The page stays focused on registering, and the people who need to know who they will hear from can find out without leaving it.
Every registration synced for follow-up
Leads were synced with the client's CRM as they came in, so every registration was captured in the system the team already used and could be followed up without anyone exporting a list. The client singled out the CRM setup afterwards as one of the things that just worked.
What the page did
One pair of figures, as the case study reports them in April 2023: 82 conversions from 294 visitors, with no dates and no source named.
82 registrations from 294 visitors, on a page aimed at board directors and senior executives.
Everyone who reached the page. A small sample, so read the rate as one page's result rather than a benchmark.
The case study gives 82 conversions from 294 visitors and nothing else: no dates, no traffic source and no earlier page to compare against. 294 visitors is a small sample, so the rate is one page's result, not a benchmark.
"First-rate and well-suited"
The landing page design Apexure created was first-rate and well-suited to our target audience. The attention to detail on messaging and layout was of a very high standard. How it was set up with our CRM also worked seamlessly. All round a very good experience, and I'd highly recommend Apexure services.
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