Ocrolus
Analyzing current trends and optimizing a landing page for fraud detection software
B2B landing page
Role
Sr. CRO + UX Designer @ Gartner
Instapage
Photoshop
Illustrator
Tools
Conversion rate optimization
Landing page design
Multivariate A/B testing
Areas
Ocrolus is an AI-driven document processing automation solution that marries machines and humans for verification. Its landing page was experiencing a conversion rate of 3.7% in the fraud detection category, below the average rate of 5% compared to its competitors.
Overview
After 90 days, their newly designed landing page experienced a 170.3% growth in conversion rates post launch and a spend increase of 250%.
End result
Fraud detection landing pages were varied—there were no clear trends regarding conversion-centered design, page length drastically varied, and there was no standard placement for the lead capture form.
To define at least one trend for pages that could be built in the future for other clients, I implemented a multivariate A/B test on the form placement to determine which variant would convert the most for this category.
Key challenges
Best performers in the fraud detection category were scarce. Although the goal was to find what was converting well, I found more of an abundance of what wasn’t based on recent conversion data.
Competitive analysis
Low converting page trends
Not enough context, just a form next to a minimal description or short bullet points
Poor layout design and branding
Limited images (vectors, product screenshots, mockups)
Long lead capture forms
The current product page
Rather than targeting their landing page to each specific category, Ocrolus’ fraud detection link pointed towards their generic product page—a key factor as to why their landing page was underperforming.
Not only is the content broader, but it contains multiple CTAs and external links which can drive the user away from their offering.
To increase conversions for Ocrolus’ landing page, I focused on a handful of general conversion-centered best practices our team followed that would streamline the overall design and copy for the final page.
Short lead capture form — maximum of 6 fields to keep users from dropping off
A structured, concise design (hero, benefits, features, testimonials, closing section)
Copy that is concise but still showcases product value
Client logos and user testimonials to build trust
Single, streamlined CTA that points to the lead capture form
To begin, I gathered various image assets from different pages on Ocrolus’ website. I created a temporary art board with a handful of images. I set up the default brand styling on Instapage such as the fonts, colors, and CTA button style.
Once the basic styling was set, I mapped out a basic landing page structure. I followed this up by chronologically copywriting and copyediting each section before adding design elements to enhance the overall look.
To finish off the page, I reviewed and edited the design for mobile view, ensuring the design and content was responsive and consistent across any device size.
The page passed through both an internal design and stakeholder review to gather feedback and approve the A/B test for their PPC campaign launch.
Design process
To identify which form placement would perform best, I created three landing page variants where traffic was equally split. These variants were tested for 90 days to ensure that a sufficient amount of data was collected before finalizing the results.
After 90 days, Variant A (form in the hero section) resulted in a 15.69% conversion rate, performing 53% better than both Variant B (form in the closing section) and Variant C (pop-up form).
We concluded the experiment by setting the winning variant with the form at the top as the finalized layout and directed all traffic towards this page.
A/B testing
Variant A
Form in the hero section
CVR after 90 days: 15.69%
Variant B
Form in the closing section
CVR after 90 days: 10.42%
Variant C
Pop-up form
CVR after 90 days: 14.86%
Performance of the landing page was monitored for the first 90 days. The Ocrolus team was satisfied with the performance after 90 days and the A/B test and have been utilizing the landing page since 2022!
After 90 days
6.9%
10%
CVR after 90 days
CVR after 30 days
Spend increase after 90 days
