Enhancing Pendo's Marketo Landing Pages: A Strategic Redesign Yields 13% Higher Conversions

About Pendo

Pendo, founded in 2013, is a leader in enhancing software experiences for both customer and employee-facing applications. Known for its robust product experience and digital adoption solutions, Pendo enables companies to deliver superior product experiences. This case study explores how Sprintz collaborated with Pendo to revitalize their Marketo landing pages, resulting in a significant boost in conversions and a strengthened brand presence.

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Goals

The primary goal was to revamp Pendo’s Marketo landing pages to align with refreshed branding and optimize for SEO and Conversion Rate Optimization (CRO). The objective was to enhance user engagement, improve conversion rates, and streamline the user journey.

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Challenges

Pendo’s existing Marketo landing pages faced several hurdles:

• Outdated Design: The landing pages did not reflect Pendo’s updated brand identity.
• Conversion Roadblocks: The existing user experience was not optimized for conversions, leading to a lower lead generation rate than desired.
• SEO Underperformance: Lack of proper SEO optimization meant Pendo wasn't fully capitalizing on potential organic traffic.

These issues were directly impacting Pendo's ability to attract and convert potential customers. The company needed a solution that would align their landing pages with their brand promise while simultaneously driving better performance.

Gameplan: Sprintz's Agile Approach

Recognizing the urgency and complexity of Pendo's needs, Sprintz proposed an intensive two-week sprint to lay the foundation for the redesign. This initial phase focused on research, design, and development, setting the stage for subsequent CRO campaigns over the following 90 days.

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Week 1: Laying the Groundwork

The first week began with Sprintz receiving the refreshed branding assets and buyer personas from Pendo's design team. With these materials in hand, Sprintz conducted additional market research and competitive analysis to ensure a comprehensive understanding of the landscape. This research phase provided crucial insights into industry trends and competitor strategies, which informed the initial drafts of the new components. By the end of the week, the first drafts of the new components were created, incorporating the refreshed branding and tailored to Pendo’s target audience. The designs were then finalized, and development of the landing page template using TailwindCSS commenced.

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Week 2: Building User-Centric Landing Pages

In the second week, Sprintz focused on building out 16 new modules designed to cover various marketing activities. These modules included features for events, comparison tables, interactive tab navigation, embedded demos, and more. Each module was crafted to enhance user engagement and drive conversions. With the modules built, Sprintz integrated them into an advanced multi-use landing page template within Marketo. The next step involved connecting the growth stack, which included integrating tools like Mutiny, ZoomInfo, and Google Tag Manager to ensure robust functionality and analytics capabilities.

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Extensive testing was conducted to ensure stellar performance across all devices, guaranteeing a seamless user experience. This involved rigorous checks for responsiveness, load times, and interactive elements to ensure they functioned smoothly on desktops, tablets, and mobile devices. The development process was highly collaborative, with daily updates provided to the marketing managers at Pendo. This ensured transparency and allowed for timely feedback, facilitating a smooth handoff at the end of the sprint. By maintaining open communication and working closely with Pendo’s marketing team, Sprintz ensured that the final product not only met but exceeded expectations.

Outcomes

The strategic redesign of Pendo's Marketo landing pages, complemented by the subsequent CRO campaigns, yielded impressive results:

1. 13% Increase in Conversions: The initial redesign led to a 13% boost in conversion rates across Pendo's Marketo landing pages. This increase translated directly into more leads and potential customers for Pendo.
2. Enhanced User Engagement: Post-launch analytics showed a marked improvement in user engagement metrics. Time on page increased, and bounce rates decreased, indicating that visitors were finding the new landing pages more relevant and compelling.
3. Improved SEO Performance: Within weeks of the launch, Pendo saw a notable uptick in organic traffic to their landing pages. Key search terms began ranking higher, driving more qualified leads to the site.
4. Strengthened Brand Consistency: The redesigned landing pages now seamlessly integrated with Pendo's overall brand identity, creating a cohesive experience for users across all touchpoints.

This significant improvement underscores the importance of aligning design and technical strategies with business objectives. By focusing on user-centric design, SEO, and CRO, Sprintz was able to significantly enhance Pendo’s online presence, leading to substantial improvements in user engagement and conversion rates. This case study highlights the critical role of a cohesive and well-executed strategy in achieving digital success.