Life Source Water has been working with us for a little over a year; long enough to have developed an appreciation for the compounding conversion rate lifts typical of testing and implementing our recommendations. Because a primary goal of our work with clients is to start generating revenue and ROI as quickly as possible, the first step of our Conversion Rate Optimization (CRO) process is to help people who are ready to buy complete their purchases. Thus, we typically begin our work with a client by doing some late stage traffic analysis in their Google Analytics.
Through this kind of evaluation, we learned that the top landing page for LifeSourceWater.com late stage traffic is the homepage, and chose to focus our initial efforts on getting more people through the scenarios that initiated there. From the homepage, late stage traffic is most likely to move forward to one of three pages. Those of you who have been reading our blog over the last year may remember the post we did about a win we had straight out of the gates that focused on changes to the homepage lead form, and a second win hot on the heels of the first that made improvements to a second path leading to the product comparison page.
A third likely late stage scenario leads to the technology page. We determined this by observing a link in the Google Analytics data between the search terms used by late stage visitors who landed on the homepage, and the Call to Action they clicked on the homepage. Based on the wording of this Call to Action (“What is whole house water filter?”), and it’s location on the homepage (at the bottom), we hypothesized the visitor who clicks on this link is likely a slower paced decision maker, and more methodical in nature. Furthermore, this led us to conclude the visitors’ intent in clicking here is not only to find out what a whole house water filter system is, but also to see the benefits it offers and learn more about the water treatment technology itself; how it works.
This link took visitors to the technology page. That makes sense, but in order to keep the scent and momentum flowing, the page still must feature effectively the right information for the various late stage personas. That means the page must do two things: 1) effectively answer their questions, or 2) provide them with clear links that move forward to the answers to their questions. The original version of the technology page did contain links to relevant information, but the links were not worded in a way that would appeal to this particular persona, featured prominently enough on the page, or accompanied by high-level teaser information that began to answer the primary questions of the visitor (click image above to enlarge).
We provided the cleint with a basic mockup (click image at right to enlarge) and recommendations to improve this page. The goal was to more effectively answer the various questions the late stage visitor had when they clicked on that call to action from the homepage. We recommended that they test the new layout of this page against the original and set the success point of the test as the completion of a lead generation form (which is the ultimate goal of the site).
Based on our mock-up, the LifeSourceWater.com design and development team came up with the variation below (click to enlarge), and set up an A/B test against the original version of the page. Test results showed a 9% increase in leads coming in from the new technology page. Taking into account the Average Lead Value, this drives an increase of $2987.16/month, annualized to $35,845.92.
Do you have a strategy in place to continuously improve your online performance? Testing random elements throughout your site may result in some incremental wins. But if you don’t follow a data driven, continuous improvement strategy aimed at collecting the most impactful wins first, you likely are leaving money on the table. With the holiday season approaching, take a clue from Santa: check your late stage scenarios twice. Identify the most likely late-stage scent trails on your site, and get the information in place to effectively move your visitors from search to final sale or lead now.