Summary
We helped Repux generate 253% more leads, nearly 100% more token sales and millions of dollars in incremental revenue during their initial coin offering (ICO) by using our CRO expertise.
[1]
The optimized site also helped them get meetings with some of the biggest names in the venture capital community — a big feat for a Poland-based team without the pedigree typically required (no MIT, Stanford, Ivy League, Google, Facebook, Amazon, Microsoft background).
The details:
Repux is a marketplace that lets small and medium businesses sell anonymized data to developers. The developers use the data to build “artificially intelligent” apps, which they then sell back to businesses. Business owners and managers use the apps to make better business decisions.
Below is the original page, which linked to a dense whitepaper. We don’t know who decided that an ICO requires a long, dry whitepaper, but this seems to be the norm!
This page above suffers from several issues:
- The headline is pretty meaningless (“Decentralized Data & Applications Protocol for SMEs). Remember, as David Ogilvy[2] noted, 90% of the success of an ad (in our case, a landing page) is determined by the headline. Visitors quickly scan the headline and if it doesn’t hold their interest, bounce immediately. With so much content on the web[3], attention is scarce — the average time spent on a page is a few seconds and the average bounce rate is about 85%.
- The call to action is “Get Whitelisted,” which is also meaningless. What's in it for me? Why should I want to “Get Whitelisted”?
- A lack of urgency to act. There is a compelling reason to do so, but it was not being clearly articulated ("Get 50% OFF on the tokens if