This challenge will sound familiar to many marketers: Dwindling engagement with content due to privacy updates like iOS 14.5 and an increasing focus on user privacy taking a toll on retargeting strategies. That’s exactly the problem Conta, an online invoicing and accounting software suite tailored for small businesses, was facing when it came to Ortto. While Conta was still generating valuable content, Conta's Chief Marketing Officer, Dag Steinsvik, was searching for an innovative strategy to reignite growth. A fortuitous connection with Ortto through a former colleague at a digital marketing agency proved to be the turning point.

Leveraging popups to increase content conversions

It quickly became evident to the Conta team that gathering prospect data using lead magnets on their website, coupled with nurturing prospects through targeted email journeys, was far more effective than traditional retargeting efforts, with an opening rate of 65 % and a click-through rate (CTR) of 40 % compared to only 0.9% on Facebook. Plus, email marketing proved much more cost-effective than social media advertising.

Even better? Conta used Ortto’s capture feature to engage new visitors to its content, which generated a staggering 30,000 new customer leads and supported the company’s transition from a freemium to a paid product, which saw their paid users increase from zero to 60,000 in just two years.

“Ortto’s robust automation features have turned our previously underutilized blog and resource centre into a formidable lead generation engine,” says Dag. “Ortto seamlessly guides these leads through the conversion journey, continually extracting value from our customer relationships long after the initial sale.” 

Growing customer lifetime value with Journeys

Ortto's impact extended beyond lead generation. Conta leveraged Journeys to build email campaigns that nurtured its customers, eventually inviting advocates to join its referral program - with remarkable results. The referral program achieved a conversion rate of 31% compared to the SaaS average of 4.75%. "Our ambassador customers have turned this campaign into a resounding success, and Ortto has been pivotal in its execution,” says Dag Steinsvik.

“Venturing into the world of marketing automation with Ortto has been truly transformative. and the impact of the platform Conta's growth journey is undeniable,” says Dag. “Through inventive lead-generation tactics and a highly effective referral program, Conta has solidified its position as a leader in the SaaS landscape. The synergy between Conta's innovative platform and Ortto's marketing automation process is a testament to the remarkable possibilities that arise when technology and strategy align."

About Conta

Born from the collaborative efforts of three Norwegians with diverse backgrounds, Conta emerged as a comprehensive online invoicing and accounting software suite tailored for small businesses. Conceived in 2009, the company's founders - a journalist, an accountant, and a software developer - shared a vision to simplify business complexities after crossing paths in Brazil. Their journey led to the creation of a digital tool that streamlined business setup in Norway, evolving into a feature-rich platform encompassing invoicing, accounting, expense management, payroll, and more. Currently, Conta is introducing its free invoicing software in several markets, marking the start of its global expansion.