Omnisend Increases Demo Requests and Revenue Using VWO

Omnisend’s web growth team aimed to achieve several critical business objectives through systematic experimentation:

• Increase lead conversion and revenue among larger customer segments by enhancing pricing page clarity
• Reduce content friction and improve user experience across blog pages to increase registration rates
• Enhance conversion rates on affiliate landing pages through comprehensive UX improvements

The Omnisend team conducted comprehensive research using multiple methods to identify conversion barriers across their website. They gathered qualitative feedback from existing clients, influencer partners, and their internal sales team. 

1. Pricing page confusion: Even though the platform offered custom pricing, many users, especially larger accounts, struggled to understand which plan offered the best value. The overall value proposition wasn’t clearly communicated.
2. Blog content friction: Blog visitors seemed distracted by overly sales-focused content, which appeared to hinder their ability to engage with the blog content, often causing them to skip the important CTAs altogether.
3. Affiliate landing page underperformance: Affiliate landing pages showed decent traffic but weren’t converting visitors to signups at expected rates. Usability testing conducted via Lyssna revealed multiple areas of friction, including unclear copy, weak hero sections, and insufficient social proof.

Hypothesis 

Based on their research, the team developed targeted hypotheses for each experiment:

1. Pricing page experiment

The team hypothesized that improving pricing page clarity and highlighting custom pricing options would help larger accounts better understand the platform’s value, ultimately attracting higher-quality leads and boosting revenue. They also aimed to better support users with unique needs who weren’t well-served by the standard pricing tiers.

2. Blog content experiment

The team hypothesized that removing sales-focused messaging and replacing it with the article title (H1) would reduce distractions and make the content feel less “pushy,” resulting in a more seamless user experience and more visits to the registration page.

3. Affiliate landing page experiment

The team hypothesized that by implementing data-driven optimizations, including copy refinements, widget updates, and section redesigns to the generic affiliate landing page, the signup conversion rate would increase compared to the original version.

Test 1 – Pricing page optimization for enterprise customers 

To address confusion around custom pricing options and plan selection, the team redesigned the pricing page to better serve enterprise customers. The control version featured the standard layout with basic tier options and limited visibility into custom plans. 

The variation introduced a revamped pricing page that prominently showcased custom pricing options, provided clearer value communication for different business sizes, and offered better guidance for enterprise customers exploring tailored solutions. This test was led by Paulius Zajanckauskas.

The enhanced pricing page delivered exceptional results. Demo requests increased by 22.97%, but more importantly, those leads converted at a nearly 4x higher rate into paying customers (11.54% vs. 2.94%). 

This highlights that lead quality and relevance matter more than volume, especially in higher-value customer segments. 

Additionally, self-service new business MRR increased by 14%, with a statistically significant improvement in average sales price.

The overall business impact was positive. The custom pricing page resulted in a 16.69% increase in overall new business MRR compared to the control.

Test 2 – Blog content experience improvement 

Aiming to reduce friction and improve user experience, the team tested the impact of removing promotional content from blog pages. The control version displayed blog pages with sales-driven hero messaging and promotional content that created pressure points for visitors. 

The variation featured a clean blog layout with article titles (H1) as hero content, eliminating the sales-focused messaging. This experiment was led by Andrius Sersniovas.

The variation drove a 24.25% increase in visits to the registration page by reducing user friction. 

This shift created a more organic path to conversion, improving both user experience and final registration rates.

As a next step, the team plans to identify other areas where sales-heavy messaging might be harmful, while also preparing to iterate on the hero banner to achieve even better results.

Test 3 – Affiliate landing page optimization

Based on usability testing and past experiment insights, this test focused on boosting the conversion rate of generic affiliate landing pages through targeted UX enhancements. 

The control version had a basic layout with minimal messaging. The variation included a more persuasive hero section, improved copy, additional social proof, and trust-building elements throughout the page. This test was led by Gediminas Skirmontas.

The optimized landing page achieved a 17.66% improvement in conversion rate, generating 318 signups from 2,915 visitors compared to 277 signups from 2,988 visitors on the control version. 

The hero section appeared to have the greatest impact due to clearer messaging and improved user focus, while additional social proof contributed positively to trust and credibility.

This uplift wasn’t driven by a single element, but rather a series of small, iterative changes, validating their approach of making gradual UX improvements based on real user feedback.

Results

Through systematic experimentation, Omnisend achieved remarkable growth across multiple key metrics:

All results were validated using VWO’s robust statistical engine with 90% confidence thresholds, ensuring reliable and actionable insights. 

VWO’s Bayesian‑Sequential SmartStats delivers faster, more reliable insights. It continuously monitors performance and calculates the actual probability of one variation beating another. It also allows for configuring key parameters such as minimum detectable effect and false positive rate. 

This gave Omnisend the confidence to stop tests early without compromising accuracy, make faster rollout decisions, and scale successful experiments across the funnel. 

By leveraging VWO’s powerful experimentation platform and following a systematic, data-driven approach, Omnisend’s web growth team successfully optimized multiple touchpoints across their customer acquisition funnel. 

A measurable lift in new business MRR, combined with higher lead quality and enhanced user experience, underscores the value of thoughtful experimentation grounded by user research and analytics insights.

Building on this success, the Omnisend team is prioritizing further optimization of critical user journeys. Their next initiatives include implementing AI-powered plan selectors, dynamic pricing tiers, and an interactive qualification quiz to intelligently guide users to the ideal plan based on their specific business requirements.

The Web Growth team at Ominisend

Web Growth Lead (Paulius Zajanckauskas): Orchestrates experimentation strategy, prioritizes test opportunities, and ensures alignment with business goals.

Web Developer (Mantas Grauzinis): Handles all technical implementation of experiments, including development and deployment.

Senior Web UX Designer (Gediminas Skirmontas): Leads UX strategy through research, testing, and experiment evaluation..

Conversion Specialist (Andrius Sersniovas): Manages and coordinates various experimentation efforts, with a focus on optimizing our blog and increasing signup rates.

Omnisend’s journey proves how continuous experimentation drives consistent growth. Start your 30-day all-inclusive free trial of VWO today and achieve similar growth opportunities!