Willo achieves 57% increase in conversion with Webeo - Webeo
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Willo achieves 57% increase in conversion with Webeo

Trusted by more than 5,000 high-growth and high-volume businesses, Willo is an award-winning candidate screening and ID-checking platform. With a focus on the user experience, Willo has created a simple and easily accessible hiring and interviewing process for employers and their candidates.
Willo helps businesses across different sectors, including education, healthcare, automotive and recruitment, cut their time-to-hire by 30%.

57%

Increase in conversion

The Challenge

Willo works across several industries, all of which have unique video screening requirements. They needed a way to communicate the benefits of their solution to these industries on an individual basis.

 

In addition, Willo noticed they had wastage in one of their top performing industries, education. Their traffic and engagement was high, but conversion to demo was low.

 

Many web visitors were instead opting to ‘start a free trial’ before speaking to a Willo representative, which often meant the leads went unqualified. This also created confusion in their customer buying journey.

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1. Different use cases per industry
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2. Wasted opportunities in education
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3. Too many call-to-actions

Willo wasn’t afraid to make bold changes to their website to generate the best possible results from the education sector…

Our Solution

We made ‘book a demo’ the only call-to-action, sending visitors to a personalized conversion page to collect the qualification data upfront, making it easier and quicker for potential prospects to become qualified leads.

 

Our IP-tracking targeted organizations in the education sector, serving them content and messaging that resonated with this industry and the specific objectives and challenges they had when it came to screening and interviewing candidates.

 

The aim was to make simple, yet bold, changes to the website to optimize for conversion and ensure Willo was getting the most engagement out of this high traffic audience segment.

As best practice, we ran a 50/50 traffic split test to assess these changes and if we were optimizing in the right places. After 6 weeks, the test reached statistical significance and we were confident in our approach.

willo images

Personalization in action

Our main focus was the homepage and ‘book a demo’ conversion page. However, we also personalized the pricing page to ensure the content was relevant for Willo’s audience and their UX was seamless.

Non-personalized version

Personalized version

personalized

We simplified the homepage structure, providing relevant, sector-specific information to visitors and encouraging them to request a demo

We included sector-specific logos to ensure relevance and demonstrate that we already have experience working in their space

The result

The optimization was a success, with Willo achieving a 57% increase in conversions from their top performing sector, education.

We hope to support Willo further by extending CRO and website personalization to their other primary industries, as well as introducing behavioral personalization for new prospects, returning visitors and Willo customers.

57%

Increase in conversion

Let our Conversion Rate Optimization experts help you get started

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