SaaS Comparison Pages: Teamwork Increased Signups By 54% Using Emotional Marketing - GetUplift (original) (raw)

The Solution — Setting up the right foundation

Like with any other CRO project, building out Teamwork’s CRO program started with the research: we had to get inside the minds of Teamwork’s ICP. Only then could we figure out what practical (and emotional) factors drove their decision to buy. (This step is a critical component of our emotional marketing framework.)

We started off with customer research — i.e. running and analyzing customer surveys and website visitor surveys. And, of course, directly talking to Teamwork’s best customers so we could understand exactly what they needed.

During this phase, we discovered that comparing PM solutions to each other was a key step in the buyer’s journey. And we’re not talking about soft comparison here: this was hardcore, feature by feature, painstaking comparison.

Switching project management solutions is no easy task. Anyone seriously thinking about switching tends to approach things methodically. The process looks a bit like this:

1. The “searcher” (the person charged with figuring out what project management software to try) speaks to folks on the team and figures out what functionality they absolutely need, what functionality they’d like to have, and what’s just a dreamy wish-list item.

2. They then take this list, refine it into something “sensible” they can actually find, and start looking for tools that fit this (usually by asking friends, communities, colleagues, or doing a quick Google Search for top tools).

3. After coming up with a shortlist, they basically do a feature comparison. The software tools that have the necessary features then get compared against each other (by price, by who is using them etc.) But they have to pass the features test.

Hardcore comparisons were a key part of that process because leaders want to be absolutely certain they’re making the right choice.

And to increase conversions (and serve customers better) we had to help customers do just that. This brings us to the comparison pages.

Making customers’ lives easier, one cool comparison table at a time

The old comparison pages had a problem: even if you ended up on one of them, they didn’t clearly allow you to compare everything feature vs feature. This had to change.

We started with the Wrike vs Teamwork page — a popular page, for a popular tool. First, we got to know Wrike as well as we knew Teamwork. We ran an in-depth market and business analysis covering:

• The complete market positioning — from the Citrix acquisition (and changes) to how the team spoke about the product on and off-line, to any key competitive advantages
• Wrike’s target audience — including any overlaps
• A complete product evaluation including customer experience
• A breakdown of the pricing, sales and marketing strategy

This analysis helped us understand what set Teamwork and Wrike apart from each other. One of the major discoveries from this research was that Teamwork’s greatest strengths were having the best customer support in the business and having a differentiated strategy that focused on a specific industry rather than trying to put all eggs into one basket.

The old page, which you’re about to see, did not put any of that across: