If you’ve been following our blog, you have probably read by now that we start working with our clients by first understanding their data. We look at their top-performing marketing channels and segment each traffic source into early, middle and late stage prospects.
The traffic you can impact quickly is your late stage traffic. These are your visitors who know exactly what they want when they arrive at your site. By removing the conversion stumbling blocks that may be hindering them from taking the action they came to take, you will easily increase your conversion rate for your late stage traffic.
One of our clients, LifeSource Water Systems, recently experienced a lift in their conversion rate by more effectively speaking to their late stage traffic. First, we were able to identify that their late stage traffic was searching for brand-specific keywords such as “lifesource water systems” as well as keywords that demonstrated that the visitor was looking specifically for the product that they sell, such as “whole house water filtration systems.” We started looking at the top landing pages that these late stage keywords were driving prospects to, and provided recommendations that could help convert this specific traffic segment.
LifeSource Water doesn’t feature pricing on their site because their potential customer cannot effectively decide what unit is right for their needs without an expert’s guidance. Instead, the potential customer fills out a lead generation form and a water treatment expert will contact them. After a phone call, they will set up an appointment to actually go out to the potential customer’s home to assess their specific situation and then suggest the right product for their needs. LifeSource is therefore looking to increase the number of qualified leads on their website.
The form on their homepage is the main action the late stage visitor would be looking to take in order to get their questions answered. The original version of the form didn’t stand out effectively and didn’t use language to entice the visitor to fill out their contact information. We recommended that they add a background color, and improve the copy on the form and in the call to action.
In less than 30 days of testing, the results demonstrate a 192% increase in lead conversion rate. (What could you do with 200% more leads?) The client will be closing this test out with full confidence that their new lead form will continue to impact their conversion rate without sacrificing lead quality.
If you’re a lead generation site, you should use these tips to drive the improvements you make to your site and to help you decide what to test. They’re free, as always
1) Start by breaking out your traffic sources, and then separate each channel into early, middle and late stage traffic.
2) Then, find out where your late stage traffic is landing.
3) Determine what their motivations and needs are in late stage and come up with hypotheses on what calls to action you can feature directly on these landing pages to move these visitors forward towards taking the conversion action.
4) Once you’ve got your educated guess, run a test to prove or disprove your hypothesis. Whether the test wins or loses, you’ll gain tremendous insights into your visitors’ behavior.