How KISSmetrics used landing pages to generate
$13,000 in sales opportunities per webinar
KISSmetrics
• A web analytics platform that helps you
identify, understand, and improve the metrics
that drive your online business.
• 31 employees
• Kings of inbound marketing & people analytics
Nemo Chu
Director of Customer Acquisition
at KISSmetrics
• Direct marketing expert
• Not a clownfish
Learn more about KISSmetrics
KISSmetrics.com
Goals
Finding an effective way to turn
their community of readers
and followers into highly
qualified leads for their online
subscription service.
Obstacles
Time and Resources.
Specifically, availability of
availability of engineers and
designers.
Results
$40,000 in highly qualified
new sales opportunities after
just 3 webinars.
KISSmetrics - Case Study
3
When you first see Nemo Chu, his positive
demeanor, big grin and dreadlocks instantly
give you the impression that he’s a friendly
guy. And then about 3 minutes into the
conversation after you get past pleasantries,
you realize he’s also a genius. Like many savvy
online marketers, he clearly understands his
goals and his challenge is then finding tools
that allow him to realize his vision quickly.
Nemo is the Director of Customer Acquisition
at KISSmetrics, a people focused analytics
tool for software as a service and ecommerce
businesses. Nemo has been leading the
marketing strategy at KISSmetrics. Through
content marketing (ebooks, infographics,
webinars, blog posts, social media, etc.),
Nemo and the KISSmetrics team have built a
reputation for being thought-leaders in the
inbound marketing and analytics space. He’s
built a community of readers and followers
who know, like and trust KISSmetrics. But
how does he convert those readers and
followers into paying customers?
Using landing pages, Nemo was able to
turn the sign-up process for his webinars into
KISSmetrics’ Nemo was able to turn the sign-
up process for his webinars into KISSmetrics’
primary lead generation channel that converts
members of the KISSmetrics community
into leads. By introducing demo sign-ups
during their webinar registration process,
KISSmetrics received an average of $13,000
KISSmetrics - Case Study
4
in highly qualified new opportunities from
each webinar they held.
Unbounce’s integrations with partners like
Zapier acted as the catalyst for the switch
from GoToWebinar’s registration page to
using an Unbounce page. As Nemo put it, “If
it wasn’t for Unbounce, we would have no
way to test those webinar sign-up forms. We
couldn’t have got to where we are today.”
In order to find this method of converting
community members to leads, Nemo and his
team ran a number of marketing experiments.
Unbounce’s simplicity and quickness made
“The alternative would be to call
engineering, call your designer and wait X
amount of weeks... It just so happens that
we need to do a lot with very little at our
company!
There’s no way that we could move that
fast if we had to call our engineers and
designers to build something new every
single time. We need to move faster. We
can push out 3, 4, 5 initiatives a week
thanks to Unbounce. We get more swings
at bat! The more swings at bat you have,
the more likely you’ll hit a homerun. ”
it an obvious choice for those experiments.
When asked what he would have done
without Unbounce, Nemo said:
Nemo represents a new breed of
online marketer who is empowered by
independence. He can test his ideas
quickly, push landing page changes without
development and communicate results
instantly. This new breed of marketer is who
Unbounce was built for.
“The difference between marketing
teams with slow growth and marketing
teams with exponential growth is the
speed of execution. No marketing team
that I know of is short on ideas. What
they are short on is the ability to execute.
Unbounce lets us execute our ideas
really fast, so we’re able to create new
marketing channels quickly.”
- Nemo Chu
Build, Publish & Test Landing Pages Without I.T. We’ll pay the first month.