Case Study: PitchBook achieves 22% higher free-trial conversions with ROAST CRO testing

PitchBook boosts free-trial conversion by 22% with ROAST

PitchBook, a financial data and research platform, faced the challenge of driving more qualified leads from its existing website traffic. Their primary goal was to increase form submissions. They partnered with the CRO vendor ROAST to address this.

ROAST implemented a hypothesis-led testing strategy focused exclusively on PitchBook's lead forms. The solution involved running seven tests, with two major wins that compounded on the free-trial form. These included streamlining the form fields and then placing it in a center-aligned modal without an escape option. This approach resulted in a 22% increase in free-trial conversions. ROAST also reported a 71% test win rate and additional winning tests in flight for other form types.

PitchBook