Case Study

Spirent helps businesses across industries-from retail and communications to aerospace and healthcare-navigate the challenges that come with an ever-expanding number of devices and endpoints. The launch of their new web experience was meant to provide their diverse roster of clients with the resources needed to harness the power of Spirent's automated solutions, but conversion rates post-launch weren't what they'd expected. On-site resources are a crucial piece of their lead gen activities, so Spirent needed to make quick incremental improvements to see the ROI of their new web experience and ensure their audiences could navigate to the solutions they needed with ease.

With experimentation platform constraints, unclear historical data to work from, and only four months to plan, implement, and prove results, the team set to work immediately.

To create the roadmap for where Spirent wanted to be, we had to first capture a holistic view of how the website was operating, so step one was setting a strong foundation for analysis. Orium immediately started analyzing user behavior across the website, setting up clear conversion goals, and identifying areas that would encourage further exploration as well as improve overall usability for end users.

With the basics in place, it was time to really dig in with a preliminary website audit, stakeholder interviews, and a full platform analysis. By better understanding Spirent's internal KPIs and goals, as well as the pain points they were facing, we were able to focus our efforts and base our recommendations on their most important needs.

We also conducted an in-depth conversion rate and path analysis, mapping out the customer journey, from conversion points to key drop-off points, and leveraging an implementation of Hotjar-an industry-leading customer behavior platform-we were able to verify our UX recommendations through deeper analysis of consumer actions on site.

Out of the gate, our recommendations brought Spirent a significant increase in conversion rates across four areas we identified at the outset as being essential to demonstrating the success of the experimentation: gated form submissions (4.6x), ungated asset downloads (6.9x), contact form submissions (1.3x), and blog subscriptions (8.3x).

Through our data-informed, dynamic tests, we were able to identify Spirent's most valuable audience segments, allowing them to better tailor their content and marketing to their customers, driving higher ROI by concentrating their time and resources in the right places.

And Orium also helped equip Spirent with the digital skills needed to interpret complex data and analytics in a way that provides more value than a list of conversion rates. Through our collaboration, Spirent now has the tools in place to understand their site performance, customer behavior and preferences, and strategies for future experimentation. We not only achieved what we had set out to do, our solution has also provided a lasting positive effect.