Case Study

An Ongoing Optimization Approach

Analysis, testing, and iteration for improved conversion rates.

Flatlay with an iPad featuring the Spirent website on the display. The iPad is surrounded by sticky notes, a plant, and a computer mouse.

Spirent is the global leader in automated testing and assurance solutions for networks, cybersecurity, and positioning. Following the launch of a new web experience in 2020, they asked Orium to help them identify areas for further experience improvement to help enhance their conversion rate. Spirent needed to make incremental changes to boost engagement, as well as establish their strategy for testing and optimization to continuously improve user experiences over the long haul. Orium worked with Spirent to improve their user experience at key inflection points, driving significant growth in their conversion rate optimization (CRO).









The Challenge

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.

Three coworkers looking at a monitor as one of them points to the screen.
Three coworkers looking at a monitor as one of them points to the screen.
The Strategy

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.

Groups of people working towards a solution in meeting rooms, at a whiteboard, and at computer screens.
Groups of people working towards a solution in meeting rooms, at a whiteboard, and at computer screens.
The Solution

Armed with this information, we leveraged our expertise in analytics, development, strategy, and user experience (UX) design to build three cycles of tests that were linked to key conversion points- with just enough time to execute before the four month deadline was up.

Time was of the essence, so we designed our tests to be agile, allowing us to pivot based on the insights drawn from each previous cycle. With each iteration of our tests, we were able to more accurately home in on the best solution for Spirent's unique needs.

Two coworkers in a meeting, smiling and listening.
Two coworkers in a meeting, smiling and listening.
The Outcome

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.

Understanding what is truly actionable data was critical in our work with Orium. Experimentation set us up for the future, equipping our team with a foundation to analyze the most pertinent KPIs. Orium took a holistic approach to support our larger business objectives.

Cheryl Ragland, Vice President, Global Marketing