42% Conversion Rate Lift

Transcription

1 Case Study 42% Conversion Rate Lift Business: Sector: Optimized Conversion: Test: Website: Consumer Marketing services Healthcare, addiction recovery Telephone inquiries A/B/n test on paid search landing page

2 Boosts Telephone Call Conversions by 42%. Discover how the Saint Jude Retreat House, an alternative to conventional alcohol and drug addiction recovery institutions, used conversion optimization to lift customer telephone inquiries by 42% as a result of improving the persuasiveness of its paid search landing page. I am delighted with the results generated by the experiments we carried out with WiderFunnel. An overall lift on our program request conversion rate of 28.92% has been the greatest accomplishment of any project my division has been involved with over the last 3 years. A few months ago, when we had an opportunity to collaborate on a conversion project with one of the leading conversation experts in the continent, we did not hesitate. From the efforts of your team, we were able to accomplish, in an uncertain economy paradigm, what others were incapable during better times. Thank you for all the efforts and the great work! Daniel Hidalgo Marketing Director The Client: Relying on over twenty years of research, the Saint Jude Retreat House has developed the first and only true choice-based program for treating drug and alcohol addiction. Operating three research-based residential facilities, Saint Jude s is a recognized leader and is redefining the drug treatment industry. s unique social/educational curriculum has the only independently verified success rate in the country, enabling the company to confidently guarantee long-term sobriety. The Business Need Website traffic generation is one of the key marketing tactics employed by the Saint Jude Retreat House. The marketing team successfully brings targeted visitors to its website via Google AdWords campaigns and through ongoing search engine optimization (SEO) to ensure that Saint Jude s ranks high on search engine results pages (SERPs). Despite this traffic-generation success, the team was having difficulty convincing incoming website visitors to take action and contact the Saint Jude Retreat House. The site s bounce rate the measurement of visitors viewing only one page and then leaving the website was high and the Saint Jude team needed to reverse the trend. website promoted two calls-to-action: a telephone call and an online form fill. Since a telephone inquiry was more likely to convert into a sale, they decided to optimize their paid search landing page for telephone call conversions.

3 The Challenges Motivating substance abusers and their loved ones to pick up the telephone and get help is not a simple task. Strong conversion barriers such as confidentiality concerns, perceived high cost, shame and skepticism all had to be addressed without adding confusing content to the page. understood their audience s needs but didn t have the knowhow to translate that understanding to persuasive website content and therefore raise their conversion rates. They required a conversion optimization services company that could quickly understand their business challenges and execute a testing strategy. The Solution worked with WiderFunnel Marketing Optimization, a wellestablished full-service conversion optimization company, to plan, develop and execute a landing page optimization strategy to lift telephone call conversions on their paid search landing page. Using a visitor-centric approach to optimizing conversion funnels, WiderFunnel performed a thorough analysis of the existing Saint Jude Retreat House landing page to identify testing opportunities. Using the WiderFunnel LIFT Model (Landing page Influence Function for Test), WiderFunnel evaluated the landing page along 6 key dimensions: 1. Value Proposition 2. Urgency 3. Relevance 4. Clarity 5. Anxiety 6. Distraction Based on their findings, WiderFunnel recommended an A/B/n testing strategy to quickly generate uplift in conversions. The company narrowed the testing options to three variations of the paid search landing page, all of which were based on an emotive theme and used imagery depicting real clients and real counselors. By using Google Website Optimizer (GWO) as the testing tool, all visitors to the paid search landing page were randomly driven to either one of the variations or the original (Control) landing page. In order to accurately measure the telephone call conversion rate of each landing page being tested, WiderFunnel assigned a unique telephone number to each one and carried the same number throughout the rest of the website. And to keep track of returning visitors, the same telephone number was presented to them every time they visited the Saint Jude Retreat House website.

4 The Results: Conversion Rate Lift Of 42% The top-performing landing page design delivered a 42% uplift in telephone call conversions over the original, also called the Control landing page design (see Fig.1 and Fig. 2 below). Using their LIFT Model, WiderFunnel was able to zero-in on improvement opportunities and develop strong testing hypotheses. WiderFunnel s comprehensive approach to conversion optimization enabled the Saint Jude Retreat House to dramatically improve visitor engagement and telephone inquiries. Fig. 1: Original (Control) Landing Page Fig. 2: Winning Test Page 42% uplift in conversions!

5 The Conversion Optimization Services Company WiderFunnel provides full service tests including: planning, web analytics, copywriting, design and development. You get more leads and sales from the same website traffic Guaranteed. Read more case studies Sign up for blog updates by or RSS Contact a conversion optimization expert to get more leads and sales from your website!