Zenefits
We delivered continuous web optimization and market branding, culminating in unparalleled results and Zenefits’ acquisition.
We led Zenefits web strategy and conversion optimization
We had the opportunity at Zenefits to freely reengineer and optimize every webpage and web experience as we saw fit. This expansive freedom led to extraordinary outcomes.
What would it mean for your business if your web leads were 6x higher?
New Product Pages Homepage
We redid all product educational pages with the goal to visualize the benefits of an all-in-one HR platform.
- Ran over 60 A/B test experiments with 150+ variants tested in total.
- 15 personalization campaigns running at the same time.
- 100 hours in user research interviews.
Landing Pages
We developed an optimized template for all landing pages that doubled conversion rates.
Pricing Page
We optimized a complex SaaS pricing and offering so that people could purchase without a sales interaction.
Many more pages
We redid so many pages we lost count. But all web touch points contributed to improving the overall signup conversion rate.
Data-first demand gen foundation
We executed a sophisticated B2B web strategy encompassing diverse experiences and properties.
At its core was a data-first approach that enriched and enhanced Zenefits’ demand generation function.
We launched a media platform for small businesses
Zenefits wanted to decrease paid spend by relying more on organic inbound leads. As part of this big initiative, we created an owned media platform that could support the publication of 20+ articles per day, with built-in CTA testing options, personalized experience, communities, and allow members of the marketing team to self-manage the entire publication operation.
A Media Platform
We designed a new platform that would serve as a semi-independent source for reliable HR news coverage and information.
Embedded CTA’s
The owned media strategy allowed us to place demand gen ads within our own content, at no cost.
Organic content
We designed and built multiple content templates, all optimized for search engine results.
Illustrations
We developed a unique illustration style in order to create intriguing visual appeal for critical articles.
SEO Improvements
Zenefits saw big SEO gains with a dramatic traffic spike during Covid. This allowed us to turn off paid search spend completely.
We helped Zenefits invent a new category in the HR industry
We were lucky to work with some of the smartest marketers in SaaS to develop the visual style and various engagement tools for a category changing marketing campaign. This was a broad and integrated campaign developed to educate and empower small business owners in the US on a better way to approach workforce management, one that puts a greater emphasis on employee well-being, encouraging the industry to move away from HR and embrace the concept of People Operations instead.
To carry out this ambitious marketing initiative, we designed a new visual language to support the myriad touchpoints created, including a full-fledged book (Wall Street Journal Bestseller), ebook, landing pages, ads, graphics, and a web-based assessment tool with reports.
The POPS Integrated campaign generated $14M in attributable ARR in 2021, an increase of more than 30% from the previous fiscal year and as such, became the single most impactful campaign in the previous five years.
generated in attributable ARR in 2021
Uplevel demand with lead magnets and product snacks
One of our most pivotal web strategies at Zenefits involved developing lead magnets—valuable product-related offerings available for free in a micro web environment, beyond the simplicity of basic PDFs or ebook downloads. We designed and built several evergreen lead magnets, which became crucial drivers of lead growth for Zenefits.
Employee Handbook Builder
This lead magnet was a remarkable success, enabling users to edit and generate their own employee handbooks while providing us with a direct upsell opportunity for Zenefits' handbook distribution and signature functionality.
Performance Review Template
This tool enabled users to create their own downloadable employee performance review.
Open Enrollment Checklist
Open enrollment is complex. This tool helped users keep track of key dates and tasks during this time period.
POPS Maturity Model
We developed a maturity model to help prospects assess and compare their People Operations with others, gaining insight into areas for improvement and strategies for enhancement.
Campaign kit production at scale
Zenefits' GTM strategy placed significant emphasis on distinctively styled, high-quality, and impactful campaigns to boost latent demand. This entailed creating a complete campaign kit every two weeks, including hundreds of graphics, ads, landing pages, associated organic content, and an ebook. Achieving this feat relied on fine-tuning our internal processes and implementing a flexible design template and system.
eBooks
Here are a few select examples of the ebooks we created.
We helped optimize paid spend with more effective ads
Collaborating closely with Zenefits' PPC partner, we adopted a performance-oriented approach to ad design. This involved investing more time in understanding and responding to rapidly evolving social trends rather than creating repetitive on-brand ads. By doing so, we enhanced engagement, a crucial factor in controlling overall ad expenditure. This is due to the fact that many social platforms' ad algorithms favor fresher ads that captivate viewers, resulting in lower CPC.
New Influencer style ads
These video ads have an added micro-influencer treatment
Varying branded ads
These ads have bold contrasts and a wider color palette than the brand.
Dynamic motion
Punchy and visually engaging social ads.
We set industry standards for self-serve PLG experiences
Zenefits was ready for a product-led growth (PLG) selling motion, particularly as they shifted product development focus upmarket. We spearheaded the PLG initiative from strategy to development, crafting a multi-step sign-up flow that led into a trial environment. This allowed users to test, explore, and learn before purchasing, providing detailed interaction with the product.
Guided Tour
We created a demo environment that allowed people to tour the product while also exploring a live demo at the same time.
Onboarding Form
By creating a spoofed product feeling, our onboarding flow resulted in twice the conversions and a better understanding of incoming interests.
Checkout Process
Smaller accounts were able to check out themselves. It was critical that they had a demo environment to help them understand all value props before taking such an action.
Tour Animations
We created custom tour animations to help people better understand how the product worked, and how it could help them run their small business more easily.
We proved the viability of remote video production
Certain tasks don't lend themselves well to remote work, such as high-quality video production. Nonetheless, we wanted to try. With a micro budget and some creative thinking, we storyboarded our video and script, auditioned multiple actors, and collaborated, all remotely and in real-time, with an onsite partner for filming and directing. The result is a commercial-grade ad produced at a fraction of the cost.
Behind-the-scenes photos from our filming partner.
Behind-the-scenes photos from our filming partner.
Breathing new life into brand illustration
Zenefits' new brand had yet to develop an illustration style, but the advent of their new media platform, Workest, along with a category-defining marketing initiative to transform HR into People Operations, necessitated a distinctive and cohesive illustration style.
We developed a modular illustration system with hundreds of elements to simplify production and maintain consistent brand storytelling. This system allowed for quick visual creation for new campaigns and content.
Illustration styles often lean towards abstraction. We took the opposite approach, infusing lifelike qualities into our artwork, while capturing the experiences and aspirations of our buyer personas.
This new system provided marketing with access to high-quality, yet easily produced illustration compositions.
We built a Small Business Insurance Marketplace
Zenefits was invited to collaborate with The Hartford and other insurance providers to create a small business insurance marketplace, utilizing our expertise in strategizing, designing, and building applications. We worked closely with leaders across the Zenefits organization and key stakeholders at The Hartford to bring this marketplace to fruition.
Mozaiq is a game-changer. They enable our team to move faster, build more with less, and help bring to life what most marketers usually can only dream of. True rock-stars of their craft.
