CLIENT:
Mobile Phone Retailer
CASE STUDY TERM:
Oct 2008-May 2009
BACKGROUND:
Very popular and fast growing franchise in the United States by Inc. 500 in 2008. Client had a goal of increasing franchise sales through aggressive marketing campaigns both offline and online.
THE GOALS:
To use diagnostic analysis and optimization techniques to improve traffic & lead generation through the website
To effectively track current and upcoming marketing campaigns and determine ROI as campaigns unfold
THE STRATEGY:
To ensure that our marketing efforts came full circle and generated increases in return on investment, we performed an extensive audit and usability analysis of the current website. We carefully analyzed each page and its content, calls to action, various sign up forms and conversion funnels. The complete strategy included:
- SEO analysis
- Diagnostic testing of website
- Website usability and conversion testing
- Expert deployment of the G/A code
- Campaign tag management & vanity url creation
Phase I – Usability analysis testing & optimization: During our research, we discovered several opportunities to optimize page content, move key information above the fold, and provide better calls to action. Also, we discovered one of the lead generation forms was losing 42% of its visitors in the 4th step greatly reducing the overall amount of leads.
Phase II – Implementation of recommendations: Upon completion of our analysis, we provided the client with a detailed deliverable for their web development team with recommendations for improving conversions and the overall user experience.
Phase III – Campaign Tag Management: Through the use of vanity urls, newly created & highly optimized landing pages, conversion tested lead forms, and URL campaign tags, we provided client with a completely optimized marketing platform for all offline and online campaigns.
THE RESULTS:
Our first goal was to improve website usability and increase leads to current website. Our second goal was to create a marketing platform for all future marketing iniatives.
Goal I – Website usability and improved ROI: The recommended optimization tactics were implemented across the board and we an immediate improvement in traffic flow and lead generation. We had an average 25 seconds longer on each visit and an 8% lower bounce rate.
Secondly, we recommended reducing the 5 step form to a 3 step form and condensing some of the content and reducing some un-necessary questions. During our research period of 5 months, the first step of the form received 6,354 visits and had 996 goal completions for a 15.68% funnel conversion rate. As you can see below, step four was losing 42% of the traffic that had already gone through 3 previous steps.
The resulting improvements were immediate! Within the first 30 days of implementing the form change and the site changes, step one of the form received 1,922 visits. This was a 32% increase in traffic starting the form. Secondly, as you can see in the graphic, the funnel conversion rate doubled.
With the five step form, it took 5 months to receive 996 leads. With the new form, it only took one month to receive 56% of that total. At this pace, 1,000 leads would take less than two months compared to five. And they were equally qualified candidates as well.
