Case Study

Classpro - Redesigning a SaaS co.'s sales deck.

As one of our older clients, we often did small gigs for Geekslab Software, ranging from postcards for their clients to brand collateral. As we sat in their office discussing the calendar for the year's social media graphics, Jayesh (the co-founder) said, "Hey, why don't we redesign our sales deck too?"

And so began the effort to boost conversion rates.

Project Objectives

This project wasn't done on a whim to make things look pretty. Classpro's conversion rate was pretty decent already. But we all thought we could do better.

To know what to fix though, we needed to know what needed to be fixed first. That meant analytics and checking for drop-off points.

Research

HubSpot Sales offers some handy tools for such analytics. Having set that up, we could now see how much time potential customers spent on which pages, and where they dropped off.

This was not enough though. We could not blindly rely on data. Because analytics would not account for a user leaving a page open while they went for a glass of water. That's where interviews came in. We would need to ask existing customers what drove them to the purchase decision, to better understand the actual sales funnel.

Observation

Generally, the first thing an Indian audience checks is price. If they deem something to be expensive, even if they put it on their wishlist (which in India is the equivalent of the second page of Google search results), it's unlikely to convert to a sale. It was therefore essential to establish value as early in the sales process as possible.

We observed that the top priorities for these qualified prospects were saving time and reducing overheads. The price, already being in an affordable range, was not a major issue.

Solution

The resulting structure for the sales deck from this data was the classic 'Problem - Solution - Tempt - Action'.

We got rid off the pricing page, so we could run an A/B test to see whether not showing the pricing first would increase the trial signups.

Overall, not bad.

Word-smithing

A simple, bland feature list wouldn't work though. We had to sell benefits, not features. At the same time, it had to be relatable, and really easy to grasp, given the variety of technical familiarity among potential clients. Keeping that in mind, we started with the copy first.

Making things pretty

Once the copy was in place, we got to the design. We had to consider provisions for updating the document in the future, as new clients, testimonials, or features may be added, or pricing may be changed.

After adding the copy to the layout, the visuals had to be added. We saw that product screenshots worked better than icons or illustrations. Creating mockups can be boring, repetitive, tedious work, but it had to be done. Having added that, we finally added the branding.

Figuring out distribution

Now we couldn't send this to clients as a PowerPoint presentation, so it had to be exported as a PDF. This preserved the design, prevented accidental edits, and took care of compatibility. For users without a PDF reader, the presentation is viewable online thanks to Attach.io (with analytics as the icing on the cake. Yay!). To keep things trackable, we'd send potential customers just the link, which would lead to the online deck on Attach.io, from where it would be downloadable if the user wishes.

Measuring impact

Alright, now we needed to know whether our efforts actually bore fruit. We were not disappointed.

Classpro saw a whopping 40% increase in its demo sign-ups (which was the call-to-action for the sales deck), without any other changes to the sales process. Now that was something.

What made this possible

Classpro understood the impact of good design. We worked in collaboration with each other to make the design decisions for the project. Most businesses are hesitant to reveal their sales processes to external agencies. But understanding the way things were gave us a much better idea of the things we can do to improve them.

Classpro believes they can do better. We believe we can do better. And growth-driven design is an ongoing process. So we're now working on further optimising the funnel and improving the user experience for its clients.

Cheers!