Projux Case Study

Finding Out Where and Why Customers Disappear

Projux (www.projux.com) provides an application aimed at reducing project administration work. For a mere $15/month, managers can track time and expenses across all their projects, create and process invoices, and share project information�all online. Projux's product effectively allows managers to reduce their project administration costs.

For the past two years, Projux's Colin Reid searched, without much luck, for a web analytics program. Then he happened upon ClickTracks Analyzer. After two years, his search was over. A mere two hours after downloading ClickTracks' trial version, he became a paying customer.

"As with most businesses," explains Colin, "the realm of project administration solutions is highly competitive--we need to maximize the power of each customer touchpoint, especially with regards to our online presence. Rather than guessing at how our website was performing, we needed proof. Within minutes of downloading ClickTracks Analyzer, I was able to take a look at how users are interacting with our site, and it was made obvious where things are working and where they aren't."

Before ClickTracks

Colin's colleague, S. Paul Childs, began using ClickTracks to determine the effectiveness of the Projux web site. Because of the intuitive visual interface, it was very easy for Paul to ascertain where the web site had problems in about two minutes flat: they were losing a significant proportion of their visitors from the home page and also from various parts of the site, *before* they'd seen descriptions of the key features of Projux's product. The analysis led Paul to realize that visitors were presented with too many options, confusing them.

In addition, Paul noticed that visitors didn't seem too happy with the registration form necessary to sign up for a free trial of the application. "Using ClickTracks, we could see where large numbers of visitors would get to a certain point in the registration process and would simply disappear. Our main method for gathering lead information was effectively losing leads!"

After ClickTracks

Paul and the Projux team redesigned their web site to be much simpler, limiting the number of available options and making the 'feature tour' more prominent. After the redesign, it was back to ClickTracks to test the effectiveness of their changes. "As a result of our analysis and redesign, we increased the retention of visitors beyond the home page by 30% and increased the number of visitors making the features tour by 50%."

Paul also redesigned the free trial registration page, removing the *required information status of a phone number, which ClickTracks showed was a huge turn off. "Potential clients now see a numbered list of steps at the top of each page, offering them a visual clue as to where they are in the registration process," noted Paul. This idea of giving visitors a 'you are here' indication has increased the number of visitors completing the registration form, in turn, increasing Projux's warm leads and eventually effecting Projux's bottom line.