Case Study: 123FormBuilder achieves 18% revenue uplift with 2Checkout

How 123ContactForm Increased Revenue by 18% with an Optimized Upgrade Page

123ContactForm, a SaaS web-form builder, was generating traffic but not seeing matching revenue, so Avangate and InnerTrends partnered with the company to optimize its purchase funnel. Session-based analytics initially suggested a 40% cart conversion, but user-level tracking revealed an 85% cart conversion, shifting attention to the upgrade/pricing funnel where overall conversion was just 17% and most users abandoned at the plan-selection step.

The team ran targeted messaging tests (segmented by account age) via Google Tag Manager, found no lift, then tested a redesigned pricing page with clearer package descriptions and cleaner visuals. The new upgrade page raised conversions by 21% (from ~17.4% to 21%) and produced an 18% increase in revenue.

123FormBuilder

Irina Bucurenciu

Head of Marketing