Browser-based white papers
Replacing static PDFs with interactive, responsive webmag formats
Template customizing
Tailored corporate design template with concise CTAs and clear information hierarchy
In-content lead gating
Public access to content, lead retrieval only at strategic points to capture real prospects
EASY SOFTWARE AG has been a leading provider of solutions for digital archiving, document management and automated business processes since 1990. With its broad software portfolio and data-based approaches, the company helps people, companies and organizations to become more efficient and successful.
EASY Software used traditional white papers to generate leads, but the system did not perform well enough. Many users just wanted to take a quick look at the PDF without having any real interest in the solutions offered. The high number of wastage losses led to many unqualified leads, which significantly reduced the efficiency of the process. EASY was looking for a solution to improve the quality of leads and increase the interest of potential customers.
EASY decided to create digital white papers with Webmag to optimize the user experience. First, a general template was developed that was based on corporate design and took specific content into account. EASY then carried out eye tracking and analytics studies to better understand users' reading behavior. The studies showed that contrasting color schemes are better for the eye and encourage readers to consume more content. It also became clear that the most important information must be presented concisely at the beginning.
Based on these findings, the template was optimized and all white papers were implemented with the new design. Instead of setting the bar before all content, the white papers are now publicly available, and the lead query is carried out within the white paper — in order to only include really interested users.
Thanks to this new approach, EASY Software was able to generate three times more leads than before. The increased conversion rate was particularly remarkable: Significantly more readers made an appointment to talk after reading. In addition, EASY Software saved time when processing leads, as wastage was significantly reduced and only high-quality contacts were recorded.
