Established in 1920, 3M is an international conglomerate operating in several industries including worker safety, US health care, and consumer goods.
The digital marketing team at 3M was looking to improve the effectiveness of several landing pages that are used to generate leads for the internal sales team. They were also investigating new ways to integrate online and offline campaigns to enhance the overall operation and increase sales. Additionally, they were making great strides to strengthen online brand awareness and increase marketing effectiveness.
Prior to hiring Invesp, the marketing team at 3M ran a basic experimentation program but found it difficult to manage. It required a lot of processes and lacked focus.
While the marketing team at 3M had a sophisticated approach, they have tried experimentation in the past but it had proven to be too complicated.
“we had dabbled in conversion optimization prior to engaging with Invesp, really found it to be a process-intensive experience that required a lot of oversight and a lot of prioritization around what scenarios were we gonna go after and what particular elements were we gonna try to test and what do we expect the results to be.”
The optimization project was not easy because different marketing groups at 3M worked in various industries (automotive, energy, safety, healthcare, manufacturing, etc.). Getting multiple groups to work together on a common goal is not easy when dealing with enterprise companies with processes that teams have been using for many years. Establishing clear criteria for marketing qualified leads (MQLs), the workflow associated with them, how MQLs move to the sales team required getting the multiple groups together to agree to the optimization approach.
“A complex global company, and we’re not often nimble and quick to change, and we found we work with thousands of suppliers and vendors and partners all over the place, and so not having known investment before”
Having large web properties with a lot of traffic meant that even little improvements in the site conversion rate would have a massive impact on revenue.
“it’s pretty easy to say every little half a point conversion improvement leads to a lot more revenue on the end of it, so it was really about the process of testing and how to keep it well-managed in order to get basically a test per month as we had planned from our schedule.”
3M hired Invesp to help improve their site conversion rates.
Our team for the project included an strategic lead, a senior CRO specialist, senior UX designer, analytics specialist and a frontend developer.
Invesp followed its SHIP process to identify a large of list of conversion opportunities on 3M site and marketing campaigns.
“So first of all, on what we really were impressed by is that you come at optimization in terms of a framework of a methodology, you’re not just using a tool and throwing things up there to see what happens, you just take the time to do assessments to observe behavior on our site, to understand our design and our architecture, and then come back with a framework for us to follow that allows us to plan test going into each month and also see future test a month in advance.”
Using a combination of expert reviews, data research and customer feedback, provided targeted approach to improving conversion rates.
“I think the insight that you brought to the test and the recommendations was very helpful, you were bringing in your experience, your industry best practice that optimizations like efficient in the ocean you can throw a lure in there and hope you find a fish, but it’s better if you’re fishing in the right place, is with the right lures and the right line, and you know what kind of fish you’re looking for, and you really helped us focus there by giving us some of that insight that you bring.”
3M had a stretch goal of improving the site and landing pages conversion rates by 30%. After working with Invesp for 12 months, the conversion rates improved by 50%.
“We had targets of increasing our conversion rates, I think we had some stretch targets of 30% over our current overcoat as we had a year ago now. But we far exceeded that. We were close to 50% increase in conversion.”