Information management and storage company, Iron Mountain Europe, is a large B2B company that places a great deal of emphasis on driving leads (e.g. capturing a person’s name and contact details) to generate sales activity.
Iron Mountain Europe looks to bring its message of information management and storage to those people in businesses that are responsible for data security, management and compliance. Often these responsibilities are spread across a variety of roles within a business so Iron Mountain’s target audience includes people who are in finance, compliance, legal and facilities management roles.
The Challenge: Quality
Although Iron Mountain was benefiting from an increased conversion rate, the information management company was seeing a decrease in the quality of the leads generated through its websites.
Visitors to Iron Mountain sites were completing forms not only to register their interest in the company’s services, but to enquire about career opportunities. Furthermore, phone numbers provided through the form were often delivered in a format incompatible with Salesforce, the platform used by the Iron Mountain sales team to capture and measure online sales-related activity.
Iron Mountain brought in iProspect, a performance marketing specialist. iProspect meets the needs of Iron Mountain Europe as it provides a range of services that supports its online marketing goals in a single vendor relationship. In addition, Iron Mountain Europe works across eight major European markets, iProspect also matches these needs with coverage in all of these markets.
The solution: Optimising form validation to improve lead quality
Working closely with Nimesh Parmar, online marketing manager for Iron Mountain Europe, iProspect undertook an audit of the form process to identify the problems. iProspect and Iron Mountain then took the decision to implement a new validation script and design using Optimizely – iProspect’, testing platform of choice.
This involved a number of important changes:
- A more visual form validation ensuring that visitors are aware of which fields are completed incorrectly.
- A modified phone number field validation to ensure that phone numbers are collected in a format compatible with Salesforce.
- The addition of a new set of links to the page so visitors seeking career information are steered to the relevant page.
- New messaging on the form page that ensured visitors were aware of what details were required and that it was a quote process, not a general enquiry form.
Results:
The changes resulted in a 140 per cent improvement in lead quality, demonstrating clearly that conversion-optimisation technologies can be used for more than driving conversion uplift.
Iron Mountain continues to take an innovative approach to its web development process. The company is working with iProspect to test an entirely new design on their main corporate website using Optimizely.
Regarding the activity, Parmar commented: “Ensuring sales teams have solid leads to follow is fundamental in the B2B marketplace. We wanted to improve form validation to deliver better leads to sales without burdening our busy internal IT team. The impressive and immediate jump in quality has more than re-paid the resource we have invested to get this right.”
Going forward, IronMountain are moving away from the last click model and exploring the world of attribution and will be working with iProspect in helping to understand the impact each channel has in delivering a lead for Iron Mountain Europe.
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