Informer Lifted +50% Account Signups with Pathmonk


B2B SaaS - Finance
Trial Account Signups

+ 1 %
Website Conversions

Informer is a Dutch company that provides cloud-based accounting software designed to simplify bookkeeping for small and medium-sized businesses. Their main product, InformerOnline, incorporates advanced technologies to improve usability and efficiency for entrepreneurs managing their financial data.

The Challenge: Poor Results In a Saturated Market 

The challenge for Informer, led by their Online Marketer, Matthijs Meijers, was to enhance the number of trial account sign-ups in a competitive landscape where many companies offer accounting solutions with similar functionalities. 

They needed to communicate their unique value propositions effectively and demonstrate how their software addresses specific needs and pain points better than their competitors.

Additionally, prospective customers needed to be assured of the reliability and security of Informer’s software before they felt comfortable engaging with the product, even on a trial basis.

All that while ensuring that from the initial website visit to the actual software usage during the trial, the process was as frictionless as possible.

The Solution: Intent-Driven Personalized Interactions

To address these challenges, Informer implemented a strategic solution by integrating Pathmonk’s AI-powered personalized interactions into their website. This approach was multifaceted, focusing on enhancing the user engagement and guiding potential customers through the buying journey. 

  • Introduction videos: At the awareness stage, Informer introduced engaging videos created by team members. These videos quickly communicated their value proposition and established a connection with the visitor, effectively using visual content to grab attention and convey information in a concise manner.
  • Showcasing reviews and case studies: During the consideration phase, the website featured external reviews and feedback, leveraging social proof to build trust and credibility. By highlighting successful case studies and positive feedback, they reassured potential customers of the quality and reliability of their services.
  • Streamlined trial signup process: At the decision stage, Informer simplified the demo booking process by integrating a calendar booking page within their Pathmonk micro-experiences. This made it easy for visitors to take the next step by allowing them to request a demo from anywhere on the site, reducing friction and enhancing conversion opportunities.

Why did Informer choose Pathmonk instead of more traditional CRO tools such as Mutiny, Drift, Gong, or ClickFunnels?

  • Personalized user interactions: Using Pathmonk’s AI-driven technology, Informer was able to tailor the content on their website to meet the specific needs of each visitor. This personalization helped in making the user experience more relevant and engaging.
  • Experiences based on real-time behavior: The experiences offered to visitors are crafted in real-time, based on their current behavior on the website, allowing for highly personalized and relevant interactions that drive engagement and conversions.
  • Easy and quick implementation: The setup process with Pathmonk was straightforward and fast, allowing Informer to quickly benefit from the new tools without a lengthy integration phase.
  • Cookieless technology: Pathmonk uses cookieless technology, ensuring privacy compliance and avoiding reliance on traditional tracking methods which can be intrusive and are increasingly restricted by new regulations.

The Results: +50% Account Signups

+50% trial account signups: Informer achieved a 50% increase in the number of trial account sign-ups through their website. 

Enhanced user engagement: The integration of Pathmonk’s personalized interactionssignificantly improved user interaction on the Informer website. Visitors engaged more deeply with the content tailored to their stage in the buying journey, which led to a higher rate of trial account sign-ups.

Informed decision-making through analytics: Pathmonk’s comprehensive analytics tools enabled Informer to access detailed insights on user behaviors and interactions. This data helped the Informer team understand the effectiveness of their strategies and supported ongoing optimization to ensure the best outcomes in user conversion and retention.

Key Takeaways

  • Tailored experiences drive conversions: Customizing the user journey to match individual needs and stages significantly enhances engagement and leads to higher conversion rates.
  • Clarity and speed matter: Delivering content that is both quick to understand and compelling at critical decision points effectively drives conversions.
  • Data empowers decisions: Leveraging analytics to gain insights into user behavior and the effectiveness of various strategies allows for informed decision-making and continuous improvement of marketing efforts.

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