Ads Landing Page Optimization in HubSpot for Mesoform Case Study

A newly designed and optimized Landing Page to increase the quality of  leads obtained by paid advertising.

About Mesoform:

Mesoform specializes in making IT operations excel. They do this by ensuring: high availability, growth management, low mean time to resolution (MTTR), meticulous business intelligence and top-class customer experience around your technical estate.

Mesoform guarantees your costs are kept as low as possible and your technology teams are not having to learn something proprietary.

Project and Goal:

The project aimed to enhance the quality and effectiveness of Mesoform's Cloud Consultancy Ads campaign by creating a redesigned Landing Page, incorporating new key visuals, pieces of information and keywords.

The previous landing page was deficient in crucial information. Mesoform's Ads campaign aimed to promote a specific service, but the landing page failed to convey this specificity and instead encompassed all our services indiscriminately.

Main Challenges

The primary challenge we faced revolved around the enhancement of lead quality, particularly those individuals who displayed an interest in our Cloud services and consultancy. We needed to ensure that our advertising efforts were not just attracting a high quantity of leads but were also effectively screening and attracting the right kind of prospects.

This meant optimizing our landing page to better target and qualify leads in order to improve the overall effectiveness of our marketing campaign.

How we did it: what did the work include?

• Landing Page Planning in Figma: With our Ads Team, we created a Figma to begin planning the design and content of the new Landing Page we had in mind. The Figma portrayed a realistic representation of what our Dev Team would then create in HubSpot.

• New Landing Page creation in HubSpot: Once the Figma was ready, our Dev Team recreated all modules in HubSpot to deliver the final version of the landing page.

Landing Page Before and After GIF:

• New Services Module: Instead of talking about Mesoform's services in general, we managed to create a new module which would portray all 3 main services but, in terms of Cloud. This way we would meet one of our mail goals: attract interested cloud leads and have them convert due to the valuable information they received.
  

• New Social Proof Modules: Mesoform had great Case Studies, Testimonials and Talks that were not shown or given the importance they needed in their website. So, in the new Landing Page, we included all these assets.

• New "Life cycle of our product" Module: Since the new landing page was based on cloud services, we thought it would be of great importance to include the different phases of Mesoform's cloud service.

• A/B Testing: Last but not least, we also included an A/B test version. This test lies around the Contact Us and Book a call CTAs. On one of the versions, if you click on the CTA it will just take you to towards the header for you to complete the form. On the other hand, if you click on any of those CTAs, a meeting link with Gareth will open up so you can immediately book a short call with him.
  

Results and Outcome:

Mesoform has taken a bold step forward with the launch of their newly designed A/B version landing page. This move reflects their commitment to optimizing user experience and maximizing the impact of their digital presence.

The project aimed to enhance the quality and effectiveness of Mesoform's Cloud Consultancy Ads campaign by creating a redesigned Landing Page, incorporating new key visuals, pieces of information and keywords.

They have carefully crafted this change with the expectation that it will resonate with their target audience, leading to increased conversions and the fulfillment of their digital marketing objectives. 

Conclusion

Mesoform's proactive approach in redesigning and optimizing their landing page, guided by meticulous planning and a commitment to enhancing user experience, reflects their dedication to achieving digital marketing success.

By addressing the need for a more specific and informative landing page, they've demonstrated their agility in adapting to the demands of their Cloud Consultancy Ads campaign.

If you are in search of a qualified partner for your Ads campaign and digital strategy, we would love to speak with you!