Intermedia’s partner story is very compelling but wasn’t being told properly or completely on their website. With a focus on moving up-market, they needed to attract better partners and set them selves apart. This needed to be done without putting unnecessary strain on the sales team.
There was also a shift in how the models were being presented. Instead of forcing a partner to choose one model and only sell that way, they now wanted partners to be able to sell under all models on a customer-by-customer basis.
The old section guided prospective partners to one of three equally weighted CTA’s (Join, Request Information, & Chat). This was leading to a confusing experience and a low conversion rate across the board. After digging into the metrics, we found the Request Information CTA was converting at a much higher rate (about 30%) than any of the other actions.
We also found that there were a lot of great benefits that weren’t being communicated to the prospective partners that really set Intermedia apart from other reseller programs in the industry.
The old section presented all three models separately, so we decided to move them together and present them on a solution basis. The prospective partner now can clearly see how Intermedia can solve his or her problems.
Since the "Request Information" CTA was converting at such a high level, we decided to make that the primary and try and drive everyone to fill out a form. We didn’t want to lose any unattended signups, so we also provide a “Join Now” button at the bottom of the page.
We also added a “How We Help You” section that details all the other benefits that come along with being an Intermedia partner. This details everything from marketing support, product education, lead generation, technical support, and more. This was something that was previously missing from the Intermedia story.