HPE Conversion Optimization
As part of a strategic partnership between 451 Research and 70kft, we helped launch a highly visual, interactive lead-generation tool for HPE.
The Scenario
Campaign: App, Experiential, Conversion Optimization
Audience: Enterprise Technology
As part of a strategic partnership between 451 Research and 70kft, we helped launch a highly visual, interactive lead-generation tool for HPE. The digital experience guided global IT professionals through a progressive benchmarking survey, aligning their ideal “right mix” of private and public cloud infrastructure with proprietary industry data from 451 Research.
The tool became a valuable engagement engine for HPE’s marketing and sales teams, offering personalized insights to users while capturing critical data points for deeper sales follow-up.
Optimization Objectives
Our task was to increase lead volume and quality by improving user flow, clarity, and motivation across the application journey:
Communicate what the tool is, how it works, and what users receive
Drive higher form completion and lead capture for sales and telemarketing
Improve user engagement and reduce drop-off throughout the experience
Strategy
Level 1
Reimagined Landing Page
We redesigned the landing experience using best practices in conversion optimization to create a clear, compelling narrative. The new page effectively framed the value of the tool and guided users toward taking the survey, serving as a stronger entry point from external marketing channels.
Level 2
Form Placement Redesign
Initially, the lead form appeared only after users completed the survey. We adjusted our strategy to require form submission before survey completion, aligning it with the moment of highest intent. The new incentive? Instead of the 451 Report, users now receive personalized results tailored to their answers, thereby increasing the perceived value.
Level 3
Survey UX Improvements
To reduce friction and boost completion, we added a progress bar to provide a sense of pacing and momentum, thereby enhancing the user experience. Messaging across the funnel reinforced that the experience would take just five minutes or less, setting clear expectations and easing hesitation.
Results & Takeaways
Our targeted optimizations dramatically increased lead capture, engagement, and conversion performance:
+302% overall conversion rate increase
+524% conversion rate increase among survey starters
+282% month-over-month form completions