{"id":96062,"date":"2021-06-15T10:00:47","date_gmt":"2021-06-15T17:00:47","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=96062"},"modified":"2025-05-15T11:58:02","modified_gmt":"2025-05-15T18:58:02","slug":"idx","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/idx\/","title":{"rendered":"How Experimentation Allowed IDX To Expand From B2B to B2C (&amp; Improve The Enrollment Experience In The Process)"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cAlways looking for the wins doesn&#8217;t help you improve. That helps you feel good, but it doesn&#8217;t help you make more money. It doesn&#8217;t help you serve your customers better.\u201d<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>That\u2019s Justin Albano, Digital Marketing Manager at IDX. And after a decade of driving results in various marketing and creative roles, he knows it\u2019s better to face an issue than sweep it under the rug.&nbsp;<\/p>\n\n\n\n<p>\u201cAs hard as it is to sit there and have someone say, \u2018This is not working\u2019&#8230;it\u2019s always so much better to know that and be able to move on than have it not working and maintain the status quo.\u201d&nbsp;<\/p>\n\n\n\n<p>After all, \u2018maintaining status quo\u2019 isn\u2019t how the best companies pull ahead.&nbsp;<\/p>\n\n\n\n<p>Below, you\u2019ll find out how to adopt experimentation like this company. Justin and IDX admitted room for improvement, signed on for our optimization services, and have seen results like:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Homepage tests and implementations that boosted enrollment in their product by 20.37%<\/li>\n\n\n\n<li>Focus and clarity around <em>exactly<\/em> what to improve and why&nbsp;<\/li>\n\n\n\n<li>An understanding of fundamental conversion truths IDX still uses each week&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-identity-theft-cases-more-than-doubled-from-2019-to-2020\">Identity theft cases more than doubled from 2019 to 2020<\/h2>\n\n\n\n<p>In 2020, combined <a href=\"https:\/\/www.javelinstrategy.com\/press-release\/total-identity-fraud-losses-soar-56-billion-2020\" target=\"_blank\" rel=\"noreferrer noopener\">fraud losses climbed to a staggering $56 billion<\/a>. According to Javelin Strategy and Research, identity fraud scams account for $43 billion \u2014 over 76% \u2014 of that cost.&nbsp;<\/p>\n\n\n\n<p>In a world of \u201cover-sharing,\u201d individuals are an increasingly attractive and vulnerable target.&nbsp;&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.idx.us\/\" target=\"_blank\" rel=\"noreferrer noopener\">IDX<\/a>, a privacy protection service, is designed to help. They\u2019re out to make the digital world a safer place for vulnerable consumers.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"659\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage-1024x659.png\" alt=\"idx home page shows how to increase conversions\" class=\"wp-image-96066\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage-1024x659.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage-300x193.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage-768x494.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage-610x393.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/IDX_homepage.png 1378w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>To do so, their service crawls the dark web to find out if your information (credit, medical, or otherwise) is compromised. If so, they alert you and work on your behalf to restore what was stolen. They cover the costs of doing so, too.&nbsp;<\/p>\n\n\n\n<p>Simply put, IDX offers easy and robust protection from identity threats.&nbsp;<\/p>\n\n\n\n<p>But, when we first met them, consumers were struggling to understand that.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-does-a-historically-b2b-company-resonate-with-b2c-customers-nbsp\">How does a historically B2B company resonate with B2C customers?&nbsp;<\/h3>\n\n\n\n<p>Justin Albano, the Digital Marketing Manager at IDX, first came to us in August 2018.&nbsp;<\/p>\n\n\n\n<p>IDX had spun up a marketing site for their B2C product, MyIDCare \u2014 a <a href=\"https:\/\/thegood.com\/insights\/wheelership\/\">big step<\/a> into new territory for the historically B2B company.&nbsp;<\/p>\n\n\n\n<p>Justin knew success hinged on making a strong connection with customers. \u201cUltimately, we are trying to connect with our prospective customers out there,\u201d he explained. \u201cIt really comes down to how effective are we at resonating with them? How effective are we at speaking to what their real needs, real pain points are?\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-1024x576.png\" alt=\"graphic of Justin Albano quote\" class=\"wp-image-96120\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-1024x576.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-300x169.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-768x432.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-1536x864.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-610x343.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1-380x215.png 380w, https:\/\/thegood.com\/wp-content\/uploads\/Copy-of-The-Good-\u2013-Quote-Template-1-1.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>So, Justin knew his end goal \u2014 resonating with B2C visitors and converting them into customers. What he didn\u2019t know was how, exactly, to reach that goal.&nbsp;<\/p>\n\n\n\n<p>They had Google Analytics set up on the site and data coming out of ad platforms, but Justin knew this wasn\u2019t the full picture. And he knew that piecemeal data wouldn\u2019t tell him what, out of his big spreadsheet of ideas, to test \u2014 let alone which tests would make a difference in revenue.&nbsp;<\/p>\n\n\n\n<p>Was it button colors? What about lifestyle imagery? Something else altogether? (Spoiler: the last one.)&nbsp;<\/p>\n\n\n\n<p>To answer these questions, he needed better data.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-we-needed-better-data-to-help-us-make-decisions\">\u201cWe needed better data to help us make decisions\u201d<\/h3>\n\n\n\n<p>Justin and his team at IDX had assumptions, ideas, and gut leanings. But they knew those inputs weren\u2019t unbiased (or influenced by lunch) and not reliable enough to drive the outputs they wanted to see.&nbsp;<\/p>\n\n\n\n<p>\u201cIt\u2019s easy to think you\u2019re super smart, and you\u2019ve got it all figured out,\u201d Justin noted, \u201cBut until you actually test it, until you actually go out and learn how people are perceiving you&#8230;you don\u2019t really know.\u201d&nbsp;<\/p>\n\n\n\n<p>With big competitors in the space, IDX needed to <em>know<\/em>. But gathering and interpreting the data that\u2019d require? It was an overwhelming thought. As Digital Marketing Manager, Justin had a hundred things on his plate and couldn\u2019t spend all day in these tasks.&nbsp;<\/p>\n\n\n\n<p>He needed a partner who could both do the work <em>and<\/em> remove all the guesswork.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cI really needed someone who could come in, do the research, do the analysis, and put in front of me a clear path to success&#8230;And that\u2019s exactly what The Good gave me.\u201d<\/strong> \u2014 Justin Albano<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-search-for-experts-with-a-clear-roadmap\">The search for experts with a clear roadmap<\/h3>\n\n\n\n<p>Justin considered hiring a partner internally. But, as a small team, IDX couldn\u2019t bring on an analyst or strategist that could spend all day, every day, on these problems.&nbsp;<\/p>\n\n\n\n<p>That meant turning to an agency instead.&nbsp;<\/p>\n\n\n\n<p>Justin had spent over a decade in the digital marketing and creative industry, and he knew plenty of talented optimization professionals. This didn\u2019t make his decision easy.&nbsp;<\/p>\n\n\n\n<p>In the end, two factors made The Good a good fit for IDX:&nbsp;<\/p>\n\n\n\n<p><strong>1. A clear roadmap and process&nbsp;<\/strong><\/p>\n\n\n\n<p><strong>\u201c<\/strong>I knew upfront what I wanted,\u201d Justin reminisced, \u201cI wanted a clear path.\u201d He wanted to know what low-hanging, high-impact fruit his team could address now and what great ideas his team could tackle later. And he wanted to know exactly how a partner would identify those things.&nbsp;<\/p>\n\n\n\n<p>While Justin is a huge fan of roadmaps in general, a clear path wasn\u2019t just for him \u2014 it was also essential for getting buy-in from stakeholders. To bring in an agency, Justin would need to advocate for rigorous testing and the ROI of doing it.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cIt wasn\u2019t nebulous&#8230;they helped me articulate why we needed this, what we\u2019re going to do, and what we\u2019re going to accomplish in a way that I was able to get buy-in.\u201d <\/strong>&nbsp;\u2014 Justin&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p><strong>2. An emphasis on optimization so strong, it\u2019s in the team\u2019s DNA<\/strong><\/p>\n\n\n\n<p>IDX didn\u2019t need a team that dabbled in optimization on the weekends. They needed a team that knew it inside and out. That was Justin\u2019s impression of The Good. He recalled, <strong>\u201c<\/strong>They talked it, they walked it, they breathed it&#8230;It\u2019s in their DNA.\u201d&nbsp;<\/p>\n\n\n\n<p>IDX needed a partner who\u2019d make their lives easier, not harder. And that meant a partner they didn\u2019t have to second-guess, check in on, or project manage.&nbsp; \u201cFrom the start, I knew I wasn&#8217;t going to have to manage them,\u201d Justin said, \u201cThey were going to do their job and execute.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c<strong>From the first conversations with Natalie and her team, it was really clear they were exceptionally competent and knew what they were doing.\u201d <\/strong>\u2014 Justin&nbsp;<\/p>\n<\/blockquote>\n\n\n\n<p>With the decision made, it was time to head into the first project.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-identifying-key-opportunities-through-a-digital-experience-optimization-audit-nbsp-nbsp-nbsp\">Identifying key opportunities through a Digital Experience Optimization Audit\u2122&nbsp;&nbsp;&nbsp;<\/h2>\n\n\n\n<p><em>Note: It\u2019s been three years since we first teamed up with IDX. Since then, we\u2019ve audited their original site, done testing through our <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>, and completed another audit of their latest site. You\u2019ll find highlights from all of that below, starting with the original site audit.&nbsp;<\/em><\/p>\n\n\n\n<p>When we do a Digital Experience Optimization Audit\u2122, our process looks like gathering different types of data, identifying problems, and outlining improvements.&nbsp;<\/p>\n\n\n\n<p>Audits take, on average, 3-4 weeks from start to finish. The steps involve:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kickoff with stakeholders<\/li>\n\n\n\n<li>Research and analysis<\/li>\n\n\n\n<li>Findings presentation&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s what that looked like for IDX.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-kickoff-with-stakeholders-defining-goals-nbsp\">Kickoff with stakeholders: defining goals&nbsp;<\/h3>\n\n\n\n<p>The initial kickoff meeting involved IDX, The Good, and a lot of note taking. We dug into what IDX wanted to accomplish, what questions they had, and other background information.&nbsp;<\/p>\n\n\n\n<p>Kickoff is also a chance for our clients to get to know their dedicated team. Each of our clients receives a lead optimization strategist and a specialized team. Teams frequently include specialists in consumer behavior, applied psychology, user experience design, and human-computer interaction. (These diverse backgrounds help us form a 360-degree strategy.)&nbsp;<\/p>\n\n\n\n<p>In terms of outcomes, goal-setting is a big part of these meetings. For IDX, the goals we established at kickoff and validated through research were:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increase site enrollment volume<\/li>\n\n\n\n<li>Improve customer experience on-site<\/li>\n\n\n\n<li>Align navigation to user intent<\/li>\n\n\n\n<li>Decrease funnel abandonment<\/li>\n\n\n\n<li>Increase email subscriptions so IDX can nurture leads&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-research-and-analysis-marrying-quantitative-and-qualitative\">Research and analysis: marrying quantitative and qualitative<\/h3>\n\n\n\n<p>After the stakeholder discovery, we provided an external and unbiased audit to identify tweaks and improvements. To do so, we went beyond surface-level metrics and gathered both quantitative <em>and <\/em>qualitative data.<\/p>\n\n\n\n<p>For example, in a typical audit, one specialist will dig through Google Analytics data to answer questions such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who are the top audiences?<\/li>\n\n\n\n<li>What pages are they visiting the most?<\/li>\n\n\n\n<li>What data indicates a problem area or opportunity for impact?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This quantitative research helps inform <em>what<\/em> is happening on the site. But to build a full picture, our team also needs to look into <em>why<\/em>.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cYou have to have the data. You have to have someone who can run through the data for you and be able to analyze it correctly. You need those two working in tandem.\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<p>So another specialist will then apply qualitative research methods, such as user research, to help answer questions such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Why are people taking certain actions?<\/li>\n\n\n\n<li>What\u2019s stopping conversions or contributing to abandoned goals?<\/li>\n<\/ul>\n\n\n\n<p>Altogether, here\u2019s what our team\u2019s methodology included for IDX\u2019s initial audit:<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1000\" height=\"650\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/1.png\" alt=\"initial audit graphic shows methodology for how to increase conversions\" class=\"wp-image-96067\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/1.png 1000w, https:\/\/thegood.com\/wp-content\/uploads\/1-300x195.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/1-768x499.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/1-610x397.png 610w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-findings-presentation-where-to-go-next-nbsp\">Findings presentation: where to go next&nbsp;<\/h3>\n\n\n\n<p>Once our team gathers and organizes all our findings, we build out a detailed <a href=\"https:\/\/thegood.com\/insights\/theme-based-roadmap\/\" target=\"_blank\" rel=\"noreferrer noopener\">roadmap<\/a> outlining strengths, weaknesses, and key opportunities for improvement.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201c<strong>When they came back and presented their findings to us, that\u2019s when the real magic started to happen. Because now we had a clear roadmap.\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<p>In the audit review meeting, our team walks through all of the findings, what they mean, and what the client can do next, with plenty of opportunity for Q&amp;A.&nbsp;<\/p>\n\n\n\n<p>For IDX, this meant a clear path forward. They met us with a pile of assumptions and ideas; now, they knew exactly what to test to improve the experience for users, maximize investments in ad traffic, and generate ROI.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cWe saw an immediate revenue impact.\u201d&nbsp; <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-experimentation-and-an-improved-enrollment-experience-through-the-digital-experience-optimization-program-nbsp\">Experimentation and an improved enrollment experience through the Digital Experience Optimization Program\u2122&nbsp;<\/h2>\n\n\n\n<p>Following the audit, IDX began a custom recurring <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Experience Optimization Program\u2122<\/a>. Their program consisted of research, strategy, and monthly A\/B, multivariate, and split testing to reach their goals.&nbsp;<\/p>\n\n\n\n<p>For IDX, much of our testing revolved around improving enrollment for their platform.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Here are some highlights of the testing we did:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"1000\" height=\"650\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/testing.png\" alt=\"test results graphic shows how to increase conversions using findings and user testing\" class=\"wp-image-96069\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/testing.png 1000w, https:\/\/thegood.com\/wp-content\/uploads\/testing-300x195.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/testing-768x499.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/testing-610x397.png 610w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-power-of-asking-what-can-we-do-better-nbsp-nbsp\">The power of asking, \u201cwhat can we do better?\u201d&nbsp;&nbsp;<\/h3>\n\n\n\n<p>A reason IDX saw these improvements is their willingness to face shortcomings and lean into a proven CRO process.&nbsp;<\/p>\n\n\n\n<p>In a sense, it would\u2019ve been easier for IDX to pretend as if their site was perfect. But Justin knew that\u2019s not how they\u2019d boost enrollment and revenue. To make meaningful improvements, IDX\u2019s team had to face where things were broken or needed improvement and then make changes.&nbsp;<\/p>\n\n\n\n<p>So, they leaned into the kind of testing we did above. They knew it was better to address a weakness than bury their heads in the sand and pretend it didn\u2019t exist.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cThe sooner we can identify what hurdles are in place for people&#8230;the sooner we can correct them, and the sooner we can improve.\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<p>This was a mindset alignment between our team and IDX, speaking to one of The Good\u2019s core values to make improvements, not excuses.&nbsp;<\/p>\n\n\n\n<p>Seeing those hurdles (especially when your team designed them!) can be difficult, but Justin says, \u201conce you get to the end, the reward is pretty sweet.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-clear-direction-for-new-and-future-programs-nbsp\">A clear direction for new and future programs&nbsp;<\/h2>\n\n\n\n<p>Since then, we\u2019ve worked with IDX in several ways. Most recently, we partnered with them to audit their new site.&nbsp;<\/p>\n\n\n\n<p>As IDX had successfully grown their B2B and B2C branches of business, they\u2019d started to fragment their messaging. Yet, both of these audiences wanted to see similar information \u2014 product details, pricing, trust signifiers, and so on. Justin said they realized they\u2019d \u201cbenefit from a more holistic approach\u201d and opted to roll the two websites they had into one.&nbsp;<\/p>\n\n\n\n<p>But creating a cohesive site for multiple audiences was no small feat, and they knew there were opportunities to improve messaging, information architecture, and navigation.&nbsp;<\/p>\n\n\n\n<p>So, they brought it to us for review.&nbsp;&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cYou can\u2019t just stick your head in the sand and say, \u2018we did this new website.\u2019\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-acknowledging-mistakes-can-deliver-roi\">How acknowledging mistakes can deliver ROI<\/h3>\n\n\n\n<p>\u201cYou launch a new site, a new campaign, or a new software product, and you&#8217;ve put your all into it,\u201d Justin said, \u201cAnd having someone objectively look at it and point out some pretty obvious things you might have missed&#8230;it\u2019s hard to be that vulnerable as a professional.\u201d&nbsp;<\/p>\n\n\n\n<p>It\u2019d be easier for IDX to launch their new site, celebrate, and move on.&nbsp;<\/p>\n\n\n\n<p>Easier, not better for more customers or IDX\u2019s bottom line.&nbsp;<\/p>\n\n\n\n<p>Similar to past projects, Justin knew where he wanted to end up but wasn\u2019t 100% sure how to get there. And he knew it was better to face their blind spots than plow ahead in the dark.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cOftentimes, I learn so much more from being proven wrong than I ever would\u2019ve by just assuming that I was right.\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<p>Similar to our first audit with IDX, we combed through the site using several quantitative and qualitative methods. However, because this site had lower traffic than the initial site we audited, we leaned more heavily on qualitative methods this time around.&nbsp;<\/p>\n\n\n\n<p>For example, Maggie Paveza, a strategist with an extensive background in user research, used methods such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Remote user research with highly qualified users<\/strong>, to understand the perspective and hurdles for someone new to the site. This revealed what prevented IDX\u2019s target audience from reaching a conversion.&nbsp;<\/li>\n\n\n\n<li><strong>Tree testing, <\/strong>a technique for assessing how well users can locate the information they want within a navigation. This illuminated hurdles within the information architecture and opportunities for testing a more intuitive navigation.&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"700\" height=\"656\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/heatmap-1.png\" alt=\"desktop movement map from IDX work\" class=\"wp-image-96122\" style=\"width:480px;height:450px\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/heatmap-1.png 700w, https:\/\/thegood.com\/wp-content\/uploads\/heatmap-1-300x281.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/heatmap-1-610x572.png 610w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><figcaption class=\"wp-element-caption\">Desktop Movement Map<\/figcaption><\/figure>\n\n\n\n<p>These and other qualitative methods, combined with several quantitative methods, helped us identify several key improvements for IDX, including:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improving lead generation forms with better expectation-setting for time-to-contact, assuring users sensitive information will be handled securely and confidentially,&nbsp;<\/li>\n\n\n\n<li>Providing easier access to resources for those at a top of funnel info-gathering stage<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-baselines-and-focused-testing-efforts-going-forward-nbsp-nbsp-nbsp\">Baselines and focused testing efforts going forward&nbsp;&nbsp;&nbsp;<\/h3>\n\n\n\n<p>In the findings presentation, we presented several short-term wins, as well as a roadmap for future improvements and testing.&nbsp;<\/p>\n\n\n\n<p>These recommendations were beneficial to IDX in three big-picture ways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u201cBest possible\u201d starting point<\/strong>: IDX is building several new programs from scratch. Justin says the site audit is, \u201chelping us build those programs, and build the website to be able to support those programs, in the best way possible to start.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>A baseline for impact:<\/strong> Now that IDX has a clear picture of the current state of the website, Justin says they can \u201cstart testing and seeing what kind of impact we can drive.\u201d&nbsp;<\/li>\n\n\n\n<li><strong>Focused testing efforts:<\/strong> Because of the audit, Justin says \u201cwe\u2019re not sitting there wondering what we should be doing.\u201d Instead, IDX knows exactly what steps they need to take.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cIt\u2019s giving us a clear focus on what really matters.\u201d <\/strong>\u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-immediate-conversion-improvements-and-long-term-mindset-shifts-nbsp\">Immediate conversion improvements and long term mindset shifts&nbsp;<\/h2>\n\n\n\n<p>In the three years we\u2019ve partnered with IDX, they\u2019ve seen many <a href=\"https:\/\/thegood.com\/insights\/ecommerce-holiday-shopping-trends\/\">short-term and long-term<\/a> wins.&nbsp;<\/p>\n\n\n\n<p>In the short term, their willingness to improve combined with our proven testing methods have resulted in homepage improvements that increased enrollment by 20.37% and \u201cAbout Us\u201d page improvements that increased enrollment twofold.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img decoding=\"async\" width=\"966\" height=\"448\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/Screen-Shot-2021-06-15-at-9.58.29-AM.png\" alt=\"Navigation test control and variant\" class=\"wp-image-96124\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/Screen-Shot-2021-06-15-at-9.58.29-AM.png 966w, https:\/\/thegood.com\/wp-content\/uploads\/Screen-Shot-2021-06-15-at-9.58.29-AM-300x139.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/Screen-Shot-2021-06-15-at-9.58.29-AM-768x356.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/Screen-Shot-2021-06-15-at-9.58.29-AM-610x283.png 610w\" sizes=\"(max-width: 966px) 100vw, 966px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-immediate-returns-for-testing-and-improved-roas\">Immediate returns for testing AND improved ROAS<\/h3>\n\n\n\n<p>These and similar results meant immediate ROI for IDX \u2014 both in terms of our services, as well as in terms of investments they were making in other services, such as return on ad spend (ROAS). How? An optimized website makes the most out of traffic coming to the site, meaning dollars spent in driving traffic are maximized as well.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-three-long-term-benefits-that-aren-t-disappearing-anytime-soon-nbsp\">Three long-term benefits that aren\u2019t disappearing anytime soon&nbsp;<\/h3>\n\n\n\n<p>In addition to those short-term wins, IDX has experienced several longer-term wins, too.<\/p>\n\n\n\n<p>These are:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An understanding of fundamental conversion truths<\/li>\n\n\n\n<li>Data-backed decision making<\/li>\n\n\n\n<li>Focus and clarity&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>An understanding of fundamental conversion truths<\/strong><\/p>\n\n\n\n<p>From our very first project together, Justin started to collect fundamental conversion truths that continue to inform every site, landing page, and campaign his team develops.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cThere are some fundamental truths that came out of that first analysis I use on a weekly basis.\u201d<\/strong> \u2014 Justin<\/p>\n<\/blockquote>\n\n\n\n<p>Take trust-building. Our research indicated building trust with IDX\u2019s audience is critical. Without it, potential customers default to a well-known competitor. This is true for many brands in many industries, but it\u2019s especially important with security. \u201cIn order for them to trust us with something that is so scary,\u201d Justin recalls, \u201cthey really need to know who we are and know they can trust us.\u201d&nbsp;<\/p>\n\n\n\n<p>Consumers have to trust you to buy from you \u2014 that\u2019s a fundamental conversion truth. And it\u2019s one of many Justin and his team continue to reference in their day-to-day work.&nbsp;<\/p>\n\n\n\n<p>He emphasized every time they build something, whether it\u2019s an email or a site, they ask questions like, \u201cDo we have trust builders? Do we have member quotes?&#8230;can people feel confident they can work with us?\u201d&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201c&#8230;those truths continue to be guiding lights. Those continue to make an impact not just for me, but for multiple people on my team.\u201d&nbsp;<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p><strong>Data-backed decision making<\/strong><\/p>\n\n\n\n<p>\u201cThe main result of our work together is that their <a href=\"https:\/\/thegood.com\/insights\/team-data-backed-redesign\/\">team makes data-backed<\/a> decisions,\u201d Natalie Thomas, Director of Strategy, explained. They\u2019re \u201cinformed by real user research and behavioral data, rather than making gut-based decisions.\u201d&nbsp;<\/p>\n\n\n\n<p>Justin and his team suspected they couldn\u2019t rely on guts or biases when it comes to driving results; our work with them solidified this.&nbsp;<\/p>\n\n\n\n<p>For example, Justin thought optimizing lifestyle imagery was a priority. But through working with us, he discovered IDX\u2019s audience doesn\u2019t \u201cnecessarily care about the age and demographic makeup of the person you put in your picture.\u201d In other words, <em>Justin<\/em> cared about this factor, but <em>consumers<\/em> didn\u2019t. Turns out, for them, there were more important issues at stake.&nbsp;<\/p>\n\n\n\n<p>Extensive research, analysis, and testing have helped illuminate which tests matter and which tests don\u2019t. This, in turn, enables Justin\u2019s team to focus on improvements that directly impact revenue and conversions vs. improvements that are trendy or personally driven.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Focus and clarity&nbsp;<\/strong><\/p>\n\n\n\n<p>Knowing which tests matter \u2014 and what tests don\u2019t \u2014 give Justin\u2019s team clarity and focus. In each project with us, IDX received a clear list and roadmap of high-impact improvements they could implement now, later, and further down the road.&nbsp;<\/p>\n\n\n\n<p>To zoom out for a moment, this gives IDX a competitive edge in an increasingly dense security market.&nbsp;<\/p>\n\n\n\n<p>Justin pointed out, \u201canyone can guess\u201d and trust their gut, and that\u2019s what many teams out there do. But while some competitors are spinning their wheels on ideas that <em>might<\/em> make a difference, IDX is gaining velocity making high-impact changes they <em>know<\/em> will move the needle.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-text-align-left is-style-large is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>\u201cWe are much more targeted and focused on what we can actually do. We&#8217;re not sitting there wondering what we should be doing or what&#8217;s going to make a difference. We know what we need to do now, and we&#8217;re getting after it.\u201d <\/strong>\u2014 Justin<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container c-lead-form ugb-71206e9 ugb-container--v2 ugb-container--design-basic ugb-main-block\"><style>.ugb-71206e9-wrapper.ugb-container__wrapper{border-radius:12px !important;background-color:#000000 !important}.ugb-71206e9-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-71206e9 h1,.ugb-71206e9 h2,.ugb-71206e9 h3,.ugb-71206e9 h4,.ugb-71206e9 h5,.ugb-71206e9 h6{color:#ffffff}.ugb-71206e9 p,.ugb-71206e9 li,.ugb-71206e9 label,.ugb-71206e9 table{color:#ffffff}.ugb-71206e9 a:hover,.ugb-71206e9 a:hover:visited{color:#ffffff}.ugb-71206e9-content-wrapper > h1,.ugb-71206e9-content-wrapper > h2,.ugb-71206e9-content-wrapper > h3,.ugb-71206e9-content-wrapper > h4,.ugb-71206e9-content-wrapper > h5,.ugb-71206e9-content-wrapper > h6{color:#ffffff}.ugb-71206e9-content-wrapper > p,.ugb-71206e9-content-wrapper > ol li,.ugb-71206e9-content-wrapper > ul li{color:#ffffff}@media screen and (min-width:768px){.ugb-71206e9-content-wrapper.ugb-container__content-wrapper{width:100% !important}}.ugb-71206e9 a,.ugb-71206e9 a:visited,.ugb-71206e9 a:focus{color:#ffffff}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-71206e9-wrapper ugb--shadow-3\"><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-71206e9-content-wrapper\">\n<div class=\"wp-block-columns has-2-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-787a941\" id=\"now-its-your-turn\" data-block-id=\"787a941\"><h2 class=\"stk-block-heading__text\">Now It\u2019s Your Turn<\/h2><\/div>\n\n\n\n<p class=\"has-regular-font-size\"><strong>We harness user insights and unlock digital improvements beyond your conversion rate. <\/strong><\/p>\n\n\n\n<p class=\"has-regular-font-size\"><strong>Let\u2019s talk about putting digital experience optimization to work for you.<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"09aaf882-d4e0-480e-bd24-a19d63e9b3e2\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768293456000-6114605938\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768293456000-6114605938\"><\/div>\n<\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/blockquote>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":3,"featured_media":96070,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["How IDX successfully launched a new, consumer-focused privacy-protection service using data-driven research, strategy, and implementation."]},"insight-category":[10072],"insight-tag":[10093,7005,10114,10316,10352,7253],"class_list":["post-96062","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-b2b","insight-tag-b2c","insight-tag-case-study","insight-tag-digital-experience-optimization","insight-tag-lead-generation","insight-tag-user-testing"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",1000,667,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",1000,667,false],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",1000,667,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",1000,667,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",112,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash.jpg",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/myriam-jessier-eveI7MOcSmw-unsplash-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>\u201cAlways looking for the wins doesn&#8217;t help you improve. That helps you feel good, but it doesn&#8217;t help you make more money. It doesn&#8217;t help you serve your customers better.\u201d That\u2019s Justin Albano, Digital Marketing Manager at IDX. And after a decade of driving results in various marketing and creative roles, he knows it\u2019s better to face an issue than sweep it under the rug.&nbsp; \u201cAs hard as it is to sit there and have someone say, \u2018This is not working\u2019&#8230;it\u2019s always so much better to know that and be able to move on than have it not working and&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Jon MacDonald","url":"https:\/\/thegood.com\/author\/jonmacdonald\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Experimentation Allowed IDX To Expand From B2B to B2C<\/title>\n<meta name=\"description\" content=\"Learn how the mindset shift at IDX to embrace a &quot;test and learn&quot; culture improved the enrollment experience for their users.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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