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Lytx

Driving rapid results with a CRO program + UX research

How an organized CRO program, grounded in UX research, helped Lytx grow leads to sales 122% year over year.

Headline result
122%
YoY increase in leads to sales since launch
Since the program launched
Client
Lytx
Industry
Solutions
Tech used
Hotjar, Google Analytics, Google Optimize, Mutiny

The challenge

Lytx, a leader in B2B video telematics for companies with vehicle fleets of all sizes, had run some A/B testing in the past, but needed to organize and expand its testing program to improve user experience and increase lead quality and quantity from its marketing website.

Lytx wanted to create repeatable CRO processes that improved web traffic conversion performance, and to build maturity around its CX-focused testing practice.

By the numbers
122%
YoY increase in leads to sales since program launch
3
all-time best-performing lead generation months
38%
increase in goal completion from the book-a-demo form test

How CXperts helped

01

Experimentation grounded in research

CXperts partnered with Lytx to manage its ongoing experimentation, using insights from moderated usability studies, web analytics and paid media strategy to refine Lytx’s digital experience for prospective customers.

02

A program that spans the site

The ongoing experimentation program CXperts put into practice included experiments across the homepage, lead forms, blog pages and paid landing pages. While every experiment produced meaningful insights and learnings, a standout winner focused on the “Book a Demo” call to action in the Lytx lead flow.

03

Taking friction out of booking a demo

Booking a demo is key in the Lytx conversion path, as B2B customers use it to better understand the brand’s software and hardware. CXperts found friction in the multi-step book-a-demo form, then built a test variation that reduced the steps to completion while keeping the critical information fields.

“CXperts has become a critical extension of our small, busy team. They helped accelerate our experimentation strategy to see big conversion wins, and they challenge us to think critically about how our digital properties work for users.”
Vanessa Castle, Digital Marketing Manager, Lytx

The results

The book-a-demo form optimization test produced a winning variation with a 38% increase in goal completion (98% statistical significance), and the winning variation was implemented as a permanent improvement to the user experience.

This and other tests continue to yield test wins and observable business gains.

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