Case Study: Foremost Media achieves data‑driven conversion and revenue gains with Freshmarketer

‘HiPPOs don’t drive business decisions: Data does’- Foremost Media’s ‘fresh’ approach to experimentation

Foremost Media, a Janesville, Wisconsin–based full-service web development and digital marketing agency focused on B2B manufacturing, needed a way to validate test ideas and improve conversions without relying on HiPPO (highest paid person’s opinion) decisions. To build confidence in their hypotheses and measure impact, the team adopted Freshmarketer as their conversion rate optimization (CRO) tool, using features like heatmaps, Session Replay, A/B Testing and Form Analytics.

Using a structured PIE-based process, Foremost Media identified issues with heatmaps and session replays, built data-backed hypotheses, and ran A/B tests in Freshmarketer’s WYSIWYG editor. The results were measurable: a CTA color test raised conversions by 23% (an estimated $12,000 revenue gain per 3,000 visitors) and a CTA border change lifted click rates by about 600%, demonstrating how Freshmarketer enabled reliable, data-driven optimization and stronger client outcomes.

Foremost Media

Jon Ballard

Chief Executive Officer