Case Study:

VitalSmarts

How they achieved a 18% online conversion rate

Executive Summary:

Vital Smarts is an innovator in corporate training and organizational performance. By emphasizing training programs, VitalSmarts allows businesses to make tighter links between their investments in employee development and bottom line results.

Since 1990, VitalSmarts has developed award-winning training products that are based on more than 30 years of ongoing research. These training products address the urgent problems that organizations face with productivity, quality, diversity and safety. VitalSmarts has chosen to make people their focus and to teach them the skills to be able to confront, discuss and resolve problems.

In order to continue to grow their business, VitalSmarts needed a way to boost sales. VitalSmarts selected a proprietary Web analytic tool to help generate a greater number of quality sales leads from existing web traffic and to help shorten the sales cycle.

The Approach

Recognizing the need to fill their sales pipeline and supply their sales reps with more quality leads, VitalSmarts began looking at different sales tools to help increase new lead generation. VitalSmarts considered various options including developing an online program internally. Realizing that they didn't have the time or expertise to build something from the ground up, VitalSmarts opted to work with Sapha, an internet conversion specialist.

"Sapha had the software, analytic tracking tools, and team of professionals to create the online sales tool that we needed. Their expertise and resources made it an easy decision" said Mary Dondiego, Sr. Marketing Director at VitalSmarts.

As a precursor to implementation, Sapha interviewed VitalSmarts to get an understanding of the services they offer, the important selling points, and who their customers are. Once Sapha had analyzed the Web sites traffic flow, they created a strategy to optimize conversion results by developing a solution tailored to VitalSmarts audience.

The solution used was a HookTour™, a short, powerful summary of the product or service combined with a unique combination of direct response marketing, rich media, and proprietary analytics.

"Sapha's HookTour added a visual and interactive element to our Web site that captured our visitor's attention, educated them about our services, and encouraged them to find out more" said Dondiego.

The HookTour has also been used in a more innovative way as sales reps have directed individuals to watch the HookTour on the site while they speak with them on the phone.

"We have used the HookTour video on live calls to better educate individuals on the services that we offer. It has provided a simplified message that can be delivered to potential customers and has been a great additional sales tool" said Dondiego.

Results

In working with Sapha, VitalSmarts has full access to proprietary analytic reporting tools, which provide them with insight into their prospects' behavior and needs. These reporting tools also allow VitalSmarts to see measurable results from the implementation of the HookTour.

With a previous conversion rate of a mere four percent, VitalSmarts is very pleased with the eighteen percent conversion rate that the HookTour has provided thus far. In addition to increased conversion, sales reps are finding that leads generated through the HookTour are much better quality.

"The lists of leads created from the HookTour are all individuals that have already been educated on our services. This allows us the ability to focus more on addressing issues and concerns," said Dondiego.

VitalSmarts has also benefited from a shortened sales cycle. Sales reps are able to call and speak to the individuals who are educated about the product, have shown the most interest in their services, and are more interested in finding out what it takes to buy their solution.

In the beginning, the VitalSmarts sales team was hesitant and skeptical of the effectiveness that HookTours could have. Having seen the results, the sales team now appreciates the data that is provided by the HookTour and are anxious to add additional tours to bolster sales for their remaining products.

"Our sales team may have been hesitant at first but they are believers now. The conversion rate that the HookTours have produced speak to the quality of the Sapha product and our sales team recognizes that" said Dondiego.

About Sapha

Sapha is the premier online conversion company. Their solutions instantly improve traffic conversion for Web sites, email campaigns, and landing pages. Sapha delivers proven products that combine rich media, proprietary analytics, and direct response know-how into easy, cost-effective conversion solutions that turn Web sites and marketing campaigns into conversion machines.

www.sapha.com