KISSPatent

KISSPatent: How we increased ads’ conversation rate by 30% and brought in 40 new SQLs in 1 week?

The Context

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KISSPatent is a renowned worldwide brand in the IP protection sector. They support innovators and entrepreneurs with patent filing and trademark registration.

When we started working together for the initial Launch Sprint, they already had a strong advertising strategy and good traffic.

However, they knew their customer journey could be better. In 48h, we issued a complete audit of their customer journey, testing their various CTAs and drawing a precise analysis from their traffic performance.

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The Radar Chart

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Marketing and sales funnels were too uncorrelated, a common problem for many B2B businesses.

We simplified moving prospects from the attract to desire stage to only bring qualified leads to the sales team.

Based on our initial analysis, we identified their Typeform as their most performing lead magnet. It converted well, but it was combined with a call to action inviting prospects to download ebooks and sign up for a newsletter. It impacted our conversion rates.

The map

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Optimising Marketing and Sales Funnels

Together with the KISSPatent team, we reinforced the Typeform strategy and built a funnel to ensure each persona that fills a form is automatically contacted with the appropriate follow-up.

In the Typeform, we can qualify leads and understand which product is more attractive (trademark vs patent). We also needed to know if they are ready to make a small purchase online immediately through their Do It Yourself kits.

Once a new response is submitted, prospects enter an automation. They are nurtured with content, promotions and CTAs to speak with the sales team in a comprehensive email marketing campaign.

Refocusing Customer’s Experience

‍The website has been simplified with one significant improvement: there should be only one clear CTA throughout the website.

We decided to merge the two content pages they had, ebooks and blog. It was only bringing confusion. The architecture still allows us to track them separately in Google Analytics. We added an email capture at the bottom of each page and just above the footer, inviting people to sign up for an email mini-course. A week after implementation, dozens of fresh leads had already signed up.

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The results

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Carlos Silva, Chief of Marketing @ KISSPatent:

We couldn’t be happier with the results of our revamped marketing funnel. David’s fresh perspective and comprehensive analysis allowed us to see the big picture and quickly identify leaks in our funnel. Their Launch Sprint approach turned out to be an ideal solution for us by providing actionable solutions in a jiffy.

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Peter Benei, Chief of Operations @ KISSPatent:

We implemented Launch Mappers’s suggestions as quickly as we could and over the course of one weekend we already had more than a dozen new leads coming in. If this isn’t the definition of “optimization”, then I don’t know what is.

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Learnings

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Can you improve your footer’s UX? The footer was also improved to reflect the modern design. It is often left aside, but the footer is a section of your website that visitors will see the most.