Case Study: Exotel achieves a 16.67% conversion lift with Freshworks' Freshmarketer

Customers Don’t Like Free Stuff Why Exotel Removed ‘free’ From Their Home Page Cta

Exotel, a Bengaluru-based cloud telephony platform operating across seven countries and handling roughly 7 million calls a day, needed better on-site personalization and easier ways to manage many ad-driven landing experiences. They replaced homegrown scripts with Freshworks' Freshmarketer to deliver personalized pages and run conversion experiments.

Using Freshworks' Freshmarketer, Exotel ran A/B tests on homepage messaging and changed the CTA from "Start your free trial" to "Start your trial," yielding a 16.67% lift in conversions with 97% statistical significance. The Freshmarketer personalization and A/B testing capabilities eliminated custom scripting, produced measurable uplift, and prompted a site-wide shift away from overusing “Free” in their messaging.

Exotel

Sahith Krishna

Product Marketing Manager