About Cadmium
Cadmium builds software for associations, medical institutions, and higher education. Its suite covers event management, continuing education, and media hosting through four products: Eventscribe, EthosCE, Elevate, and Warpwire. Cadmium reports more than 1,000 customers, 8 million learners, and over 25 years in the market.
SaaS / EdTech
Industry
51-200 employees
Company size
Maryland, United States
Location
CRO
Services
The challenge
Cadmium sells four products to different audiences. Each product has its own page, and each page has to turn visitors into demo requests. The team wanted to know which pages could convert better and what changes would make a real difference.
They did not want to redesign based on opinion. Every change had to prove itself against the existing page before going live.
Our approach
We ran the engagement as a structured CRO program with a simple loop.
- Cadmium chose the pages to improve.
- We designed improvements based on conversion best practices. When a page needed new messaging, Cadmium’s team supplied updated copy.
- We A/B tested each new version against the existing page using Optibase, our A/B testing app for Webflow.
The first round covered five pages: the homepage and the product pages for Elevate, EthosCE, Warpwire, and Eventscribe.
Key features delivered
Redesigned page variants
New versions of five pages built on conversion best practices, ready to test against the live pages.
A/B tests on live traffic
Each variant ran against the original with real visitors, with roughly 1,000 to 3,500 visitors per test.
Clear test reporting
Results reported with Probability to Be Best (P2BB), the likelihood that one version outperforms the other. This gave Cadmium a simple basis for each decision.
Implementation of winning variants
The winning designs replaced the old pages on the live site.
Ongoing iteration
Winning pages went into a second round of testing to push conversions further. Pages that did not win were redesigned and tested again.
The results
Round one gave Cadmium a clear answer for each page. Based on these results, Cadmium replaced the homepage, the EthosCE page, and the Eventscribe page with the new designs.
Why Flowout
Flowout builds and runs Optibase, an A/B testing app for Webflow used by more than 2,500 teams. We use it on client sites every day, so our CRO work runs on a tool we know from the inside. We combine Webflow design and development with data from live tests. Clients get changes backed by evidence, not guesses.
