Dock 365 Conversion Strategy Deck
Prepared by Eddie for Anand
Breaking the Low Conversion Cycle
Observation: B2B SaaS companies are experiencing a rise in CAC - which means their campaigns are outputting lesser qualified leads. This makes them spend more on short term campaigns, driving CAC further up, creating a self perpetuating cycle.
The way to break this cycle is to fix the bottleneck all your top of funnel channel traffic are flowing through - your website.
Conversion Rate Optimization (CRO)
Getting your website to convert inbound traffic as efficiently as possible breaks this vicious cycle for three reasons:
Getting your website to convert inbound traffic as efficiently as possible breaks this vicious cycle for three reasons:
- You start seeing results in a relatively short period
- Raises the ROI of all other TOFU channels & reduces CAC
- Has long lasting returns (more pipeline every month after optimization)
Strategic CRO for B2B SaaS
Most CRO agencies and experts come from an ecommerce background and they focus on small tactical changes like button colors and form layouts. This works for e-commerce because they get hundreds of low-value transactions every day, but not for B2B SaaS.
We’ve developed a strategic approach to CRO specifically for B2B SaaS that starts with:
B2B SaaS websites lose conversions because of different reasons
1
Deep ICP Research + Conversion Bottleneck Identification
We conduct interviews, study your GA4 and heatmaps to identify which product features & benefits influence the most conversions, and what type of product related content your ICPs are engaging with the most, and what’s causing them to drop off. We’re not only about UX friction here but we’re talking about objections prospects might have about your product.
2
Large Scale AB Tests
We run full section or full page AB tests designed to create large lifts, and only implement the wins.
3
Testing / Optimizing based on VOS (balancing tactical and strategic testing)
We’ve noticed three main pillars when tested/optimized successfully, creates the largest conversion lifts for B2B SaaS companies.
Competitive Landscape
Dock 365 operates in a crowded CLM market dominated by cloud-native solutions like Ironclad and LinkSquares. However, your Microsoft 365 native architecture represents a significant differentiator for enterprises already invested in the Microsoft ecosystem. During our analysis, we identified that your key competitive advantages could be communicated more effectively on your website.
Top Competitors:
1
Ironclad
2
LinkSquares
3
ContractPod AI
4
Evisort
5
CobbleStone
6
Agiloft
7
Malbek
8
Gatekeeper
Top Differentiators:
1
Microsoft 365 Native
2
AI Document Search & Review Capabilities
3
CLM with Vendor Management Capabilities
4
Rapid Onboarding & Setup
5
Unlimited Users per each plan
Conversion Research Process
Optimization starts with conversion research - the research process involves a deep interview, path analysis, product content analysis, and heatmap analysis. This helps us identify which product features and product aspects have made visitors convert in the past, and where on the website visitors are dropping off.
The insights from this research phase directly inform our optimization priorities and strategy.
The insights from this research phase directly inform our optimization priorities and strategy.
Optimization Points
Homepage Optimization Points
Pricing Page Optimization Points
Demo Page Optimization Points
Optimized Wireframe Examples
These wireframe examples illustrate potential optimized designs for Dock 365's key conversion pages. The actual final designs will be built based on the specific insights we uncover during the conversion research phase.
Best Approach: Key Conversion Page Revamp
Case Studies
62.5% Conversion lift (0.36% → 0.58%)
" Gro.X completely transformed the way we present our SaaS product online. From the very first call, it was clear they understood how to speak to our audience and turn visitors into actual users. They didn’t just design a pretty website - they built a conversion engine that reflects our value and guides people to take action. The team was proactive, collaborative, and obsessed with the details that matter.They challenged our assumptions in the best way possible, helping us simplify our message and focus on what actually moves the needle. Every decision - from layout to copy to flow—was grounded in strategy, not fluff. It felt like having a true growth partner, not just a web agency. Since launch, our sales team has noticed a clear difference in the quality of leads coming through, and we finally feel confident sending prospects to our site. Gro.X didn’t just give us a website, they gave us momentum. "
105.9% Conversion lift (0.51% → 1.05%)
30%+ Conversion lift (Specific Metrics NDA)
45.47% ROAS Increase
" Gro.X reached out with a bold claim that they could increase the amount of leads we were converting by 25%. I was skeptical at first because we already had a landing page that worked. But I also knew it was time to test something new. I was impressed with their strategic process of using both web analytics and deep interviews to understand our business model and customer before even starting to write copy or design.
When we launched the new landing page, it converted 45.47% more leads per advertising dollar spent than our previous landing page. That’s our best performing landing page so far. The ROI of working with Gro.X has been excellent, and I’m excited for more future projects with them. "
53% Conversion Lift (0.56% → 0.87%)
Key Conversion Page Revamp
Key Conversion Page Revamp
Key Conversion Page Revamp
