The typical way websites get redesigned is to redesign and restructure everything all at once. To minimize that risk, we often advise clients to make incremental design, UX, and IA improvements over time, testing to ensure performance doesn't take a hit. This isn't always practical, but on this project it was. Incremental UX testing and improvements led to a 20% increase in sitewide conversion rates from all traffic sources, pushing an already high conversion rate to 12% from paid media. That means this site outperforms 90% of all websites on the internet (source).
What led to such a high conversion rate? A lot of work comes together to drive such high conversion rates; here are just a few of the major things we did:
1. First, driving high quality traffic is essential. You can drive all the traffic in the world but if it doesn't convert then it's meaningless. We used advanced targeting in paid search and social, making those channels work together to drive the most leads at the least cost.
2. Second, we used geolocating to drive a hyperlocal strategy by automatically updating content on the page, including the phone number, to match it to the visitor's specific town within our target area. This personal touch helped us stand out in a sea of competition.
3. Third, we split tested landing pages to determine what combination of design, layout, copy, and imagery would not only drive the most leads, but also ensure lead quality remained high.
The bulk of the digital effort was focused around paid and organic search and paid social advertising. All channels saw a 200% increases in lead volume, resulting in a 55% increase in revenue in the last year. This company grew from almost brand new, doing $500k in revenue, to a regional leader in 5 years doing $7 million.
Avoiding losing strategies can often be just as important as finding winning ones. This company wanted to drive measurable improvements in leads. However, last touch attribution measurements tend to focus resources on direct response at the expense of brand building. We strongly encouraged the client to continue to work with a 3rd party agency on local TV advertising, which resulted in significant improvements in traffic, leads, and conversion rates in those markets. We couldn't convert those leads without digital, but TV helped dramatically lower our cost per lead.
I started using Razorlight in 2014. My business had $500k in annual sales, we now do over $7m in annual sales and the majority of our marketing has been digital which John and Razorlight handled our PPC, SEO, & website. I'd recommend for sure!
Chris Carey, Owner, Windows Direct USA