How we built an eBook landing page for SaaS to generate leads and attract new customers
Case Study: Qintil
CHALLENGE — eBook Landing Page for Qintil
Qintil is an LMS company offering a learning and compliance platform with expert-made courses. There are over 10k learners worldwide that use the Qintil platform and more than 40 companies in just the UK and Australia! Initially focused on the healthcare industry, they started to tackle other branches, such as law and business.
But, as many other B2B companies, they were faced with the challenge of generating more leads and attracting new clients. So, they created an eBook about LMS management to be downloaded by interested users and our task was to build a dedicated landing page. Its primary goal was to convert more visitors into qualified leads and to collect information about these leads to be able to engage them further.
With every new client, we fill in the UCDC to get a clear picture of their business goals and user needs. And so was the case with Qintil:
User problems, motives and fears that we identified were particularly useful for the LP creation. We took them plus Qintil’s buyer personas to divide it into these 4 sections:
1. The UVP:
In the UVP section, we highlighted the benefits of downloading the eBook by paying attention to its assets:
The Complete LMS success guide.
How to Implement a Learning Management System and Engage your Employees
The header pointed to the eBook’s comprehensiveness and completeness and the sub-header focused on the value, explaining what readers will learn if they download it.
2. The form:
We decided to only use 3 entry fields in the form:
• Full name
• Company email
• Job title
Thanks to this the data entry threshold was still low and Qintil could still collect some information about their leads. It’s frequent to only ask for email addresses with eBooks, but the 2 additional fields worked as a source of validation. According to R. Cialdini, if more effort is required to get information, it must be somehow more valuable (the so-called Scarcity Principle).
3. The Cover + ToC:
The eBook section showed the ebook cover, which confirmed the status of the eBook as a worthwhile resource. Valuable content is a powerful attractor so this section featured a detailed content description section by section as well. This not only informed users what they can expect, but also helped to advertise the eBook!
4. The bottom section:
The bottom section featured Qintil’s logo highlighted the benefits of using an LMS. Showing who’s behind the LP helped to increase visitors’ trust. It was followed by a footer with social media buttons to make sharing, liking and otherwise distributing the content quick and effortless.
OPTIMIZATION — hypotheses for A/B testing
No LP is ever perfect — 100% tied to the users’ needs. But with incremental UX improvements it can get closer and closer to the ideal.
The next step will be A/B testing these optimization hypotheses in Instapage:
➡️ H1: Adding the phrase „Free eBook” to the headline will help to capture user attention and increase the number of downloads
➡️ H2: Adding more contrasting colors to the copies will make the content stand out visually against the background and help to focus users’ attention on key page elements
➡️ H3: Changing the preview from the cover to the inside and giving a peek of the most valuable content will make users want to downalod and see the rest
The main goals would be to get more traffic to the LP, convert more visitors into qualified leads and ultimately — into Qintil’s customers.
