Layering a B2B distribution strategy on top of existing traffic channels to exponentially increase customer acquisition for eBillity’s Time Tracker.
This intense marketing push was step three in our plan for eBillity after redefining their brand and redesigning the product’s interface. We boosted customer acquisition and revenue by giving Time Tracker’s marketing campaign some jet fuel. The net results:
In 2013, eBillity was a SaaS company with some innovative business products and a website that didn’t necessarily communicate the message or the value. Obviously, as a software company that dealt exclusively in online subscriptions (that professed to save people precious time), this was problematic.
We launched a massive branding exercise with the mission to cut through the noise and determine which product was the strongest. That winner turned out to be something called Time Tracker. We put the spotlight on Time Tracker, shifting position and re-labeling everything to support this flagship product.
The old marketing website was just not going to cut the mustard. In the highly competitive SaaS world, a well designed product site is tantamount to oxygen; you’re toast without it. So, we built a brand new site with clear, concise descriptions and straightforward calls to action. After all, if a product claims to save you time, you don’t want to waste any time trying to figure out what you’re looking at.
We monitored analytics before and after the changes and achieved immediate uplifts in traffic. This included a 19% increase in traffic, a 43% reduction in bounce rate, a 10% increase in trial subscriptions and a 8% reduction in monthly churn. Huzzah!
We had already generated a reliable stream of customers and revenue with paid search, display, SEO and affiliate and increase trial conversion rates by 8.75%, yet eBillity wanted more. But, when you’re targeting niche verticals like law firms, engineers and accountants there’s a finite number of searches, and impressions available. We needed to look elsewhere to fill the funnel.
First, we analyzed. We looked at data and talked to real customers. We wanted to find out where our prospects were shopping and what other apps they were using to run their businesses. We quickly realized that Time Tracker was a perfect compliment to existing business platforms such as QuickBooks, Xero, ZenPayroll and Concur. Our research also revealed that major telecoms such were starting to sell business apps to their SMB customers through branded app marketplaces.
Armed with this new research, we created a game plan. Our goal – get Time Tracker integrated with as many business app platforms as possible and work with these distribution partners to get Time Tracker in front of their sales teams.
First up was the business app platforms. We worked closely with eBillity’s product team to get Time Tracker integrated with QuickBooks, Xero, Concur and ZenPayroll.
Next, we targeted the telecoms. Our research revealed that most telecoms use a white-labelled platform called AppDirect to power their app marketplaces. After getting Time Tracker integrated with AppDirect, we began reaching out directly to large telecoms including Comcast, T-Systems, and the Australian telecom giant Telstra.
A good start, but getting listed on app marketplaces alone doesn’t drive new customers. To ensure we maximized exposure to the client base of each partner we worked closely with app marketing teams at QuickBooks, Xero, Concur and Telstra.
We trained up their sales team, created custom videos and sales collateral for each partner and devised innovative marketing programs. We worked with Intuit to buy display and search ads. We also worked with the Intuit team to deploy and optimize email campaigns to the QuickBooks customer base. We worked with Xero to get Time Tracker promoted directly in the Xero interface. We armed Telstra’s sales force with print and digital marketing assets and we helped Concur streamline their client on-boarding process to include up-sells for Time Tracker.
To this day we remain the liaison between Time Tracker and all integration partners. With 6 exciting new partners on deck for 2016, Time Tracker’s growth will continue to accelerate at unprecedented rates. eBillity couldn’t be happier.
It takes more than great marketing efforts or lots of capital to make a product successful. And in today’s very competitive SaaS space, you have to be just about perfect at everything – including, of course, your product’s User Experience (UX).
Despite our extensive brand exercise and some targeted marketing efforts, we were still seeing disappointing trial-to-paid conversion rates with Time Tracker’s free trial users. We decided to dig deeper and look for the source. Less than ideal conversion rates can be attributed to any number of factors; sometimes it’s price, sometimes it’s because the customer signs up but never uses the product, and sometimes it can be a UX problem. The latter turned out to be a major source of Time Tracker’s woes.
Time Tracker is a robust yet complex product that by its nature contains many intricacies and customizations. Those details are part of what give the product its immense value to clients like lawyers who have very specific timekeeping needs, but they are also the monkey on its back from a usability standpoint. When you have so much to include in a product in order to make it work, suddenly UX becomes even more important.
Our UI/UX team analyzed the entire product interface and flagged areas that they felt may have been problematic. Some of these areas were really just related to simple trends in design that come and go. When you build an enterprise product like Time Tracker, caring about aesthetic trends might seem like it ought to be a low priority, but trends often stem from solutions to usability issues, so they always deserve a second look. After a thorough audit of Time Tracker’s on-boarding and user flows, our team redesigned the entire product interface.
The results were staggering and the data confirmed that yes, Time Tracker’s old interface was, in fact, the trip-up for trial subscribers. The newly-worked design resulted in a 5.5x increase in trial-to-paid conversion rates. Have a look at the images below to get a feel for the Before and After.