Five9 is a pioneer in cloud-based contact center software, replacing traditional premises-based contact center systems (think closets full of servers) with more agile cloud-based software.
Contact centers use Five9 to manage customer interactions such as customer service inquiries across all channels (phone, email, text, live chat, and social media).
Five9 software enables over 3 billion customer interactions per year and is the leader in their space.
Five9 sets ambitious quarterly growth targets, requiring an ever-increasing number of high quality leads to sustain their growth trajectory. As traditional sources of incremental traffic such as PPC get tapped out, the challenge is finding more leads from a fixed pool of traffic.
Five9 operates hundreds of landing pages and corporate web pages targeted to different industries, geographies, and stages of the buying cycle. Optimization needs to scale across all those pages.
Insights were generated using a combination of Spiral Metrics, client analytics, and interviews with prospective customers and sales associates, leading to 7 key hypothesis that would be explored with A/B testing.
For example, heatmapping and prospect interviews told us that productivity was important. Contact center managers are under pressure to meet internal productivity and customer satisfaction goals. They want to know how Five9 can help them make their numbers. This insight led to more prominent featuring of Five9's productivity benefits.
Five9 realized a series of single and double-digit percentage wins. Over the course of a multi-year engagement, there was a triple-digit percentage increase in the number of leads.
Five9 has enjoyed an over 500% increase in their stock price since the start of the engagement on the back of strong revenue growth. The CRO program has been acknowledged as a primary contributor.