As part of an ongoing marketing programme, we implemented a conversion rate optimisation strategy focused on testing and improving key landing pages.
While the website was generating traffic, some product areas were converting at very low rates, in some cases as little as 0.2%.
The client wanted to:
Rather than simply driving more visitors to the website, the focus was on helping more existing visitors take action.
We implemented a series of A/B tests across key lead generation pages.
Each test compared the existing version of a page against a revised version featuring improvements based on conversion rate optimisation best practice.
The changes included:
Every change was measured and validated through controlled testing rather than assumptions.
One of the most successful tests focused on a brochure download page.
The original version generated 25 submissions and 22 new contacts.
The revised version generated:
This represented a 92% increase in conversions.
Version A generated:
Version B generated:
The revised version significantly outperformed the original page.
The improved quote request page didn't just generate more enquiries.
The contacts generated through the winning variation were associated with:
Compared with:
for the original version.
One of the leads generated through the brochure landing page testing programme resulted in a sales opportunity worth approximately £45,000.
This demonstrates the enormous commercial value that can be created through relatively small improvements to website conversion rates.
Many businesses assume they need more website traffic to generate more leads.
This project demonstrates the opposite.
By improving how existing visitors interact with the website, the client generated significantly more enquiries, more opportunities and greater pipeline value without needing to increase traffic levels.
Combined with ongoing SEO, paid advertising and content marketing activity, these conversion rate improvements helped contribute to an overall website conversion rate increase from 1.82% up to 5.83%.
This case study shows what can happen when you focus on conversion rather than traffic alone. This manufacturer already had website visitors, but too few of them were turning into enquiries. By combining user behaviour tracking, expert UX recommendations and ongoing development improvements, we helped them increase their website conversion rate significantly, meaning:
Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.
To start the ball rolling, book a call with one of our experts to see how we can help your business using the calendar below.