Here’s a story of customer success, featuring the giants of customer success themselves. Freshservice, a Freshdesk product, is an online ITSM service desk software platform.

1. Case Study

2. FreshService, a product of Freshdesk
is an online ITSM service desk. At the
core, FreshService is a customer support
platform too. It focuses mainly on solving
organisation’s internal IT problems.
IT admins and managers have been
using FreshService to extend
exceptional support to their end users.
37%
increase in
Sign ups
using
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3. In the mission of optimising their website, FreshService ran a
series of A/B tests and Heatmaps using Zarget A/B testing
and Heatmaps Software. In this case-study, we will cover a
A/B test performed on their sign up page.
We got in touch with Shihab Muhammed, Business Unit Head
at FreshService to talk about their website optimization
process and experience with Zarget.
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Introduction

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The marketing team at FreshService, set their heart on
optimizing the product website. In the process they also
wanted to explore the thorough potential of their signup
page. In spite of good number of
signups, the visit:conversion ratio showed huge scope for
improvement. Their sign up form was already very
straightforward and short, so they eliminated reasons such
as lengthy forms, or asking for information that
visitors think is not necessary, requesting credit card
details for a free trial etc. After eliminating all the
bigger factors from the equation, they had one more
theory left -Password Fatigue.
Business Case

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FreshService believed that if they added the options to
sign up through Google+ or Linkedin, they’d increase their
sign ups.
Hypothesis

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The Test

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FreshService bagged 37 % increase in Sign ups with
95% statistical significance.
Gained access to authentic permission-based contact and
other details from visitors.
With all the available first hand information, their
personalization options looked very bright.
Social sign ups not only promised customers, but also
brand ambassadors - if impressed, a socially active person
is likely to talk about you or recommend you
The Results

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“The very process of optimisation proves insightful to us. Every
test returns assurance, some surprises and some point us to the
indifference shown by the visitors. It generates a creative
energy within the marketing team - one test leads to many
ideas, reasons and learnings. It enables you to grow your
ideating horizons, and helps validate every ‘best practise’ that
the industry offers.”
The Optimization Process

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“Zarget has a fantastic editor, we were able to create variations
in a finger snap. The ease created a quick affinity towards the
optimizing process and the tool itself. Running tests and
seeing the changes work, helped us feel more in control and
encouraged us to keep optimizing. Zarget has a good set of
features that we have been using - A/B tests, Funnel tests,
Heatmaps, Scrollmaps, and URL Targeting. The support team
has been very receptive of our concerns, and queries, and have
backed us up every time we needed them. They
consistently display a demeanor of expertise.”
Also, about Zarget
-Shihab Muhammed, Business Unit Head, FreshService

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Think about it, an average person uses up to 21 passwords
across various sites - banking pins, social media passwords,
email passwords, and then there are the favourite shopping
sites, the list goes on. Password fatigue is a real issue.
It could be denting your website or websites well. Social
logins make the website sign up process less frustrating.
Until you have tried and tested you never know what you
are missing out on.
The social buttons helped Freshservice fight password fa-
tigue, and saved their visitors the pain of adding
another password to some sticky note on their desktop.
The single step sign-up was easier, and in turn
more visitors signed up.
Try adding social logins
to boost sign ups

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Is a website question popping in your head?
Have a word about the blog? Or maybe you have been
obsessing over an idea that needs validation? Whatever it is,
drop a comment and we can get talking!
Now, let’s get talking!

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