Increased contact form completions with new content

Highlights

+97% form completions

+74% qualified leads

+44% first meetings with a sales representative

After identifying an opportunity to improve the messaging on a page that was critical for generating leads for high-value customers, I worked closely with a product manager and product designer on a growth team to center the content on what was most important to a prospective customer.

Before

Even though the main intent of the form was to generate leads for an Enterprise offering, the value propositions spoke about the general Upwork experience

Focused more on why Upwork as a company is great rather than the actual value it brings

Wordy, overloaded with information, and trying hard to sell a product before a sales call has even happened

"Get a Demo" CTA could feel like a big commitment

Filling out the form led to a generic completion page regardless of whether someone qualified for the Enterprise service or not

After

Clearly grounds Enterprise customers so they know they're in the right place

Concise and to the point, focused on a few main ideas

Leads with value to clients rather than features

"Schedule a Call" CTA is flexible, and shows awareness of client needs

Other improvements

Redesigned the confirmation screen for qualified leads to more clearly set expectations

Designed a new confirmation screen for unqualified leads to give them context on why they didn't qualify for the enterprise offering and other options that might better suit their needs

Added a more prominent link for freelancers, who often accidentally ended up on the page and filled out the form