Marketing Design — How we improved our conversion rate at Highrise

Nathan Kontny
May 10, 2017 · 7 min read

Before => After

Simple CRM

Probably better for SEO, and if simple and instant are so important to Highrise, let’s cut to the chase.

Track leads. Manage follow-ups. Zero learning curve.

Covers the main features our customers are looking for, and nails one of the main benefits: we’re instant. “Zero learning curve” — a phrase coming directly from our customers.

No manual required. We have one. You won’t need it.


Features Section

Before => After

Track your follow-ups & set reminders

“Share everything with your team” became:

Share leads with your team

Also, our customers talk about setting up a system. So “Manage communication” became:

Manage a system of communication

This wasn’t just search and replace. I made the copy more concise and grammar more consistent.


Midsection

Before => After

The tools you need, all in one simple place

Our customers weren’t talking about “people, conversations, and tasks”. They were talking about leads, follow-ups, and getting rid of busywork. So the sub-headline “Highrise is the just-right, more thoughtful way to keep track of the people, conversations, and tasks that are the lifelines of your business” became:

Highrise is the “no-busywork” system to track leads, manage follow-ups and grow your business.

There’s a section of copy in the middle:

Before => After

Footer

Before => After

CRM systems are cumbersome and take too much time. We designed ours so you’ll be a master within minutes.

The original wasn’t too bad. Could have just changed Contacts to Leads. But the new one expresses simple with a bit more flair: “master within minutes”


Still to come…

The changes above took under an hour but we saw a 35% bump in our conversion rate. It was already a well converting page, so I’m thrilled.

Signal v. Noise

Strong opinions and shared thoughts on design, business, and technology. Since 1999. Work together the easy way with our all-new version 3 at https://basecamp.com

Nathan Kontny

Written by

Y Combinator alum. CTO Rockstar Coders. Created Draft (http://draftin.com). Watch: https://youtube.com/nathankontny. Previous: Highrise CEO

Signal v. Noise

Strong opinions and shared thoughts on design, business, and technology. Since 1999. Work together the easy way with our all-new version 3 at https://basecamp.com