- Business
- Industrial services company
- Website traffic
- About 2,900 visitors a month
- Starting conversion rate
- 1.1%
The problem
Strong technical expertise, reasonable traffic, and a website that had grown organically over several years. The service pages carried a great deal of information and gave a visitor very little idea what to do next.
About 1.1% of visitors became an enquiry. The instinct in that position is to buy more traffic. We looked at the journey between arriving and contacting somebody instead.
What we did
Different conversion points depending on what the buyer had actually come to do. Instead of pushing everybody through the same contact form, a visitor could request a quote, speak to a specialist, download technical information, or simply ask for more detail.
- Analysis of the highest-value pages
- Simplified page layouts
- Service-specific calls to action
- Shorter enquiry forms
- Dedicated landing pages
- A better mobile experience
- Click-to-call
- Quote request optimisation
- Trust and credibility elements
- Call tracking
- Lead-source tracking
Results
After three months.
Cost per lead is shown against a baseline of 100 because the underlying figure is the client’s. The fall is 34%.
The difference
The business did not need more traffic. It needed to stop wasting the traffic it already had.
Client names are withheld by agreement. Figures are as recorded in the client’s own reporting for the period stated.
Start with the call
Fifteen minutes. We work out where your enquiries are being lost and what it would take to fix it.
