38 to 404% Iron Mountain s Conversion Optimization Strategy. Case Study. Lead Generation Conversion Rate Lift

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1 Case Study Iron Mountain s Conversion Optimization Strategy 38 to 404% Lead Generation Conversion Rate Lift Business: Sector: Optimized Conversion: Solution: Information Storage and Management Business Services Lead Generation Form Fills Conversion Optimization Strategy and Implementation

2 Iron Mountain Profits from a Long-term Conversion Optimization Strategy Iron Mountain is a $3 Billion information storage and management company. When they needed to improve their conversion rates for their main website and product landing pages, they came to WiderFunnel first. For more than three years, WiderFunnel has been testing and optimizing the conversion rates for Iron Mountain s most important marketing touch-points. The result has been massive lift in lead generation conversion rates across all of their web properties. Here s how we did it. WiderFunnel Case Study: Iron Mountain WiderFunnel Marketing Inc. Call +1 (604) or Hello@WiderFunnel.com

3 Background Iron Mountain was driving expensive traffic to their landing pages and website and knew their conversion rates needed to be improved. Many of the designs had been created by their landing page management software and didn t perform as well as hoped. Their marketing management had two main conversion optimization needs: 1. Service Landing Pages: They were driving high cost traffic to landing pages using paid search and inbound marketing. They needed to improve their conversion rates for all of their many services lines and business units. 2. IronMountain.com: Their main website is a high traffic website with highly qualified prospects visiting each day. It was in the process of being redesigned by a traditional digital design agency and needed to be re-evaluated from a conversion perspective. Page 1

4 A Challenge of Enterprise Proportions How do you implement a conversion optimization strategy for a website that has over 17 thousand pages, plus landing pages and campaign microsites? How do you make sure your website experiences are maximizing conversion rates and that the learning is applied across the organization? You need good planning and great execution. The conversion optimization strategy must be closely meshed with tests designed to maximize marketing insights. Individual tests should feed learning back into an evolving understanding of your customers. In short: you need a continuous improvement system. Conversion Rate Optimization Tip It takes more than just good test ideas to get the best results in an Enterprise. Crossdepartment coordination, internal advocacy and results integration are all important. Page 2

5 Solution: Strategic Conversion Optimization WiderFunnel s strategists formed a comprehensive conversion optimization strategy, called the Kaizen Plan, and ran a series of dramatic A/B/n tests that propelled conversion rates for Iron Mountain. The Kaizen Plan was the starting point. It prioritized where to focus and mapped out how the results from each test could be multiplied by transferring learning to other product groups. It gave a truly global perspective on all of Iron Mountain s website conversion paths. As an ongoing retainer client, WiderFunnel s strategists kept the plan updated with regular refreshes from web analytics data and heuristic reviews to keep an eye on the most important improvement opportunities. Then, for each test, WiderFunnel used their proprietary LIFT Analysis techniques to analyze pages and identify conversion barriers. The LIFT Model shows the six conversion factors that influence a website s conversion rate. Page 3

6 For example, the LIFT Analysis for the original Shredding Service landing page showed many factors that could have been reducing conversions. WiderFunnel produced a LIFT Analysis like this for each page the Kaizen Plan prioritized, and then created hypotheses to be tested with new page designs and content. The tests were planned so the results would reveal important learning that could be applied to many other areas of the company s communications. Page 4

7 Results: Wow. The marketing managers at Iron Mountain were amazed to see the repeated conversion rate lift from WiderFunnel s statistically controlled A/B/n tests. Beginning with a 45% lift in the first test, then a 404% boost (!), then another 44%, then an additional 38%, followed by a 49% conversion rate increase. 404% Lead Gen Lift Page % Lead Gen Lift 49.9% Lead Gen Lift

8 And, that was just on the landing pages. Testing on the main ironmountain.com site using Optimizely as an AB testing tool produced a massive 279% lead generation lift across all product category pages, site-wide. And that s just the beginning of their potential for lift. Iron Mountain also applied the key marketing insights gleaned from individual tests to other business units. Because of the strategic way WiderFunnel planned the tests, lead generation performance improvements were rolled out across the company. Iron Mountain also chose WiderFunnel to build new websites and landing pages for various business units, knowing that WiderFunnel would build them based on proven conversion principles. WiderFunnel s conversion-trained designers and user experience strategists built websites designed to maximize conversions from the day they re launched. In one case, the new website WiderFunnel created increased conversion rates by 44% over the original. Conversion Rate Optimization Tip Look for opportunities to leverage learning from each test to other areas of the business. Thinking beyond landing pages can produce even bigger impact. Page 6

9 The Client: Iron Mountain Iron Mountain Incorporated (NYSE: IRM) is a leading provider of information storage and management solutions. The company s real estate network of 64 million square feet across nearly 1,000 facilities in 32 countries allows it to serve customers around the world with speed and accuracy. And its solutions for records management, data backup and recovery, document management, and secure shredding help organizations to lower storage costs, comply with regulations, recover from disaster, and better use their information for business advantage. Founded in 1951, Iron Mountain stores and protects billions of information assets, including business documents, backup tapes, electronic files and medical data. Visit for more information. Page 7

10 About WiderFunnel The Original Conversion Optimization Agency, since WiderFunnel provides full service Conversion Optimization including: strategy, web analytics, wire framing, copywriting, design, development and website redesign. You get more leads and sales from the same website traffic. Get more information at Connect with us: Google+: Facebook: Blog: / WiderFunnel, the WiderFunnel logo, Kaizen Method, Funnel Experiment, FunEx, L.I.F.T. and Landing page Influence Function for Tests are trademarks or registered trademarks of WiderFunnel Marketing Inc. All rights reserved. Page 8