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Avangate Client Success Story123ContactForm19% Revenue Uplift from Acquisition and Retention OptimizationActivities“ 123ContactForm has been growing at a highpace and with this came the need to scaleoperations efficiently. Avangate has beeninstrumental in helping us scale online salesglobally and in making sure that we do notleak revenue at various moments of the clientlifecycle, but instead obtain revenue upliftsthrough optimization projects.We have seen great results from employingAvangate’s in-platform marketing andrevenue recovery tools and we’ll continue ouroptimization efforts in order to maximizeROI and offer our clients a frictionless onlineexperience, from the first acquisition or upgrade,to subscription management and renewal.”Customer:123ContactFormSegment: SaaSVertical: Web Tools: Form BuilderTarget: B2B & B2Gov/ EduProject: Acquisition andRetention OptimizationBenefits & Results:19% revenue upliftAvangate Solution:Enterprise EditionFlorin CornianuCEO123ContactFormwww.avangate.com
Context123ContactForm is a SaaS provider of web forms andsurveys for businesses and NGOs, government andeducational institutions. In the context of a crowdedmarket, with many free tools available, the companywas looking to optimize their commerce operationsand go-to-market approach.ObjectivesIncrease revenue by optimizing acquisition andimplementing churn prevention actions.SolutionTogether with their commerceprovider Avangate, 123ContactFormcarried out several programs aimedto increase conversion and retention,ultimately improving customerexperience and driving additionalrevenue uplift, across all stages ofthe customer lifecycle. Focus was onoptimization as opposed to increasedacquisition investment. Acquisition Optimization: Revenue Recovery Tools 3% revenue uplift 14% revenue uplift Proactive churn preventioncampaigns Promotions 2% revenue upliftDigitalCommerceLifecycle Improved Localization 10% revenue upliftfor Brazil orderswww.avangate.com
Acquisition Optimization:14% Revenue Uplift123ContactForm carried out an acquisition optimizationproject looking at improving conversion rates onacquisition. Avangate’s in-platform A/B testing tool wasused to compare shopping cart layouts and flows.Avangate’s in-platform A/B testingtool is an easy way to test andmeasure optimizations to customerexperiences and identify the rightenhancements based on data-backeddecisions. Easy to follow charts areautomatically generated.Test 1 - Compact shopping cart fieldsThe first test aimed to make the cart more compact byreducing the number of fields in the Billing Informationand Payment Option sections. Pages Tested: Checkout page Target Audience: All Visitors, all products KPIs: Conversions, Revenue, AOV Test duration: 8 weeksCompact shoppingcart fields:Billing Informationand Payment OptionsChallenger: New Checkout page with simplified formControl: Original Checkout pagewww.avangate.com
Test 2 – Simplified ordering processA/B Testing Conclusionsfor high value ordersTest 1: Challenger version, withThe second test aimed to simplify and speed upcompact cart fields, won with 8%the ordering process by reducing the number ofimprovement in conversion rate oversteps necessary for placing an orderthe Control, resulting in 2% revenue– from 2 to 1.uplift*. Pages Tested: Checkout pageTest 2: Challenger version, with less Target Audience: high AOV client segmentsteps in the ordering process, won,(yearly subscriptions)bringing a 63% increase in conversion KPIs: Conversions, Revenue, AOVrates for high AOV products. This Test duration: 8 weekstranslated in a 12% revenue uplift*.*) based on estimated forecasted yearly revenue.Simplified orderingprocess, with 1 stepinstead of 2 stepsControl: 2 page checkout process(winner of the first experiment)www.avangate.comChallenger: 1 page checkout process
Revenue Recovery Toolsin Action: 3% Revenue UpliftInvoluntary Churn Prevention123ContactForm switched on Avangate’s Industryleading Revenue Recovery Tools (RRT) in order tocombat involuntary churn and maximize recurringrevenues.“Avangate’s Revenue Recovery Toolsare also revenue share, so if theydon’t recover anything extra, we don’tpay anything on top of the regularcommission. With a threefold return oninvestment and a safe bet, switchingon this service proved to be a greatdecision.”Essentially, RRT: Prevent payment failures before they happen; Ensure billing continuity for active subscriptions andincrease authorization rates for expired cards; Minimize failures and increase recovery rate123ContactForm’s target market isprimarily of businesses and NGOs,meaning authorization rates arealready high for these segments. InThe authorization dashboard helps monitor andspite of that, Avangate was able tooptimize retention strategies to recover more revenue.improve their authorization rates byRRT is available to all Avangate customers.123ContactForm opted for the Advanced RRT servicethat includes: Account updater, Basic retry logic,Avangate advanced updater, Advanced retry logic,Dunning management.www.avangate.coma further 1.3%, which resulted in anadditional revenue uplift of 3%.The software provider obtained athreefold ROI on the Advanced RRTfees (revenue share model, based onactual processed orders).
Proactive Churn Prevention123ContactForm also activated feedback collection toolsfor the myAccount Area to gain insight on cancellations.Next step: implement proactive churn preventioncampaigns available out of the box in the Avangateplatform.Step 1: Gather feedback on cancellation reasons.Step 2: Implement more effective churn preventioncampaigns (discounts for Churn Prevention, seamless oneclick upgrades, retargeting campaigns).Summary of Results 14% revenue uplift from improvedconversion rates on newacquisitions (Avangate’s A/B testingtool employed for testing) 3% revenue uplift from advancedRevenue Recovery Tools onrenewals Promotions generate an additional2% revenue uplift Further revenue uplifts fromlocalized payment methods withrecurring capabilitiesOther Revenue Uplift &Optimization ExamplesPromotions: 2% Revenue UpliftA classic tool for e-commerce, Avangate’s in-platformpromotion management tool helped 123ContactFormdrive a further 2% overall revenue uplift.Improved Localization:10% Revenue Uplift for the Local MarketAdditional Payment methodssuch as credit cards withinstallments were introducedfor the Brazil market. The client saw a 10% revenueuplift for Brazil orders and 12% increase in AOV (12%increase in authorization rates).www.avangate.comNote: This case study presents resultsof recent optimization projects. Aprevious case study, examining why123ContactForm selected Avangate andimmediate benefits obtained as a result ofthe switch (renewal rates improved by 1520%/ expanded global outreach from 50 to 100 countries; 50% faster go to market)are presented in a previous case study.
About 123ContactFormAbout Avangate123ContactForm is a trustworthy and user-friendly webform builder that allows organizations to easily andsecurely build and customize forms or surveys withoutprogramming skills. With 123ContactForm anyone cancreate from simple to complex forms or surveys andstart collecting data within minutes. It is the right toolfor individuals, but also for small businesses and largeenterprises. It integrates with many third party apps, suchas Google Drive, SalesForce, MailChimp, PayPal, Stripe andmany more.Founded in 2008, 123ContactForm is among the 5 topform builders in the world used by a wide diversity ofbusinesses and institutions. For more information, visit123contactform.comAvangate is the modern DigitalCommerce provider that enablesthe New Services Economy, helpingSoftware, SaaS and Online Servicescompanies sell their products andservices via any channel, acquirecustomers across touchpoints, increaseretention, leverage smarter payments,experiment on the fly and optimizetheir business in order to increaseoverall revenue. Avangate’s clientsinclude ABBYY, Absolute, Bitdefender,Brocade, FICO, HP Software, Kaspersky,Metaio, Telestream and many morecompanies across the globe.Learn more about howAvangate can help your business atNovember 2015www.avangate.comwww.avangate.com 31 88 000 0008 (International)(650) 963 – 5701 (USA & Canada)info@avangate.com
form builder that allows organizations to easily and securely build and customize forms or surveys without programming skills. With 123ContactForm anyone can create from simple to complex forms or surveys and start collecting data within minutes. It is the right tool for individu
