Grouping Salesforce Marketing Offers — Case Study

Managing the complexity of choice at the right time and place.

Perceived Problem

Currently, users are unable to view multiple offers (demo videos, guided tours and free trials) on our website without needing to navigate a complex web of product pages and forms.

User Pain Points

• Going from ungated to gated assets is jarring.
• Too much choice is overwhelming for users with many individual videos, tours, etc. calling for attention.
• Value proposition on a form is not high enough to fill out a form.
• Users are unable to learn about more than one product/category within a flow.
• Current experience is very product focused and not personalized to user needs and how they want to engage.
• Can’t browse all the content easily for learning more about all the products users are interested in.

Hypothesis

• Reducing cognitive dissonance will set better expectations, increasing engagement on offer CTAs and increasing form completes.
• Grouping assets together show our users more value, increasing form completes.
• The approach will be perceived as a helpful and friendly advisor.
• Aiding in a user’s buying journey by providing free learnable content will be perceived as a positive experience.
• Simplifying navigation will make it easier and quicker to find our product offers, thus increasing the volume of form completes.
• Giving users more choices and freedom of how they want to learn about our products will increase form completes.
• Reducing unnecessary friction will promote cross-sell of our product offers, thus increasing lead scores through multiple offer engagement.

Defining what grouping offers are

A collection of offers for..

• a particular product
• an offer type
• a personalized collection
• all offers we have, in entirety

These are one-stop-shop experiences for users to explore the various offers and easily find the offer that’s right for them.

When Salesforce makes it easier for users to choose the offer that’s right for them, they are more likely to convert.

What can we learn from our competitors?

Hubspot

• One page with short description clickable cards that route to forms.

Oracle

• Mini banner with a value proposition and create account CTA.
• Feature cards are broken down as you scroll.
• Bottom page module with links to other offers.

Heuristic Review

What are some opportunities and challenges?

Top of funnel user: From product selection (e.g Homepage)

Solution 1

A user who already knows what product they would want to learn about.

Top of funnel user: From product selection (e.g Homepage)

Step 1. Product to Offer Type

• Changing CTA copy (currently watch demo) to something that aligns with all offers such as “See it in action” will help engagement with offer center as it sets the right expectations.
• Lightbox is lightweight and provides freedom to explore with complexity without routing off the page.

Step 2. Offer Type to Pre-Selection — (e.g Free Trial)

• Giving users the freedom to learn more by reading, watching, touring or trying will help cater for all users at any stage of the funnel on any device.
• These offer tabs route to our standard form in the lightbox allowing them to remain on the page.
• If there are more choices before routing to the specific form (such as Sales Cloud free trial), they will be presented with clickable option cards that explain each of the differences and necessary details to set user expectations.

Step 3. Pre-Selection to Form — (e.g Sales Cloud Free Trial)

• A simple step with clickable cards make selecting easy and quick
• Having a back button on the lower left allows users to go back to the previous options without closing and restarting the offer center giving users a sense of control and ease of navigation.
• Options leading to the offer form (in this case, Sales Cloud Essentials) in the lightbox making the whole experience seamless and simple for the user, all without leaving the page they’re on.

Let’s see it in action!

Solution 2

A user who might not know what they want to learn about but Salesforce in general.

Top of funnel user: From offer type

Step 1. Offer Type to Product

• Product cards will route to product pages
• A separate module for offer type cards is placed under the product cards, separating the 4 mental models (read, watch, tour and try) on the page. This allows us to be more specific with CTA copy with better expectations and building more confidence.
• This focuses more on the user’s method of learning as opposed to product centered.

Step 2. Product to Pre-Selection

Products cards in the selected offer type give users the option to learn about an available product specifically in their preferred format.

Step 3. Pre-Selection to Form

Same UI and interaction as the previous prototype.

Let’s see it in action!

Solution 3

Top of funnel users: All in one / Single sign up — (e.g Blogs)

Solution 4

Middle of funnel users: From Product Pages — (e.g Sales Cloud Overview)

Follow Me!

Email: malvinyeung@gmail.com

Website: malvin.io

Instagram: malvin.design