CRO Boosts Lead Form Completions

Why are visitors coming to the landing page but not filling out the form?

We analyzed the client’s PPC landing page strategy and found it to be performing well. The page was getting many pageviews and visitors. But they weren’t converting. Our hypothesis hinged on the volume of content on the page. The existing page featured minimal content and was designed to move users to the form quickly. We identified that visitors sought content highlighting their benefits over competitors. 

Highlighting Competitive Advantages

We have found that for a landing page in a highly competitive industry to convert well, we must demonstrate the company’s value and benefits. We wanted visitors to this landing page to understand quickly:

• What benefits are involved with choosing the client over competitors
• How the process of moving with the client works, and how they will protect the customer’s items in transit
• No hidden costs are associated with choosing the client’s company; the customer will only pay for services once.

To increase conversions, we aimed to showcase the client’s value to users by highlighting their services and adding trustworthy facts via a tabbed content variation. The tabs highlighted the three primary moving services offered (long-distance, cross-country, and international moves).   

Ideally, after we answer these questions for users, they will be more likely to convert as we have highlighted their reliability and answered the visitors’ questions up front without any mixed messages, thus boosting the reliability of the client’s brand.

Testing Into Success

We wanted to focus on mobile-specific conversions for the client, as their overall traffic was split 50/50 between desktop and mobile, and alienating that traffic would have been detrimental. Tabbed content can be tricky on a mobile device, so we kept that in mind when outlining the design. We decided that defaulting the tabs to be closed when a user was scrolling on a mobile device was ultimately successful in helping the client reach their desired goal. This allowed the user to decide which service they wished to learn more about without being overwhelmed with large paragraphs of content. This decision ultimately proved successful as CVR for mobile devices increased by 6%.

After three weeks of testing, our tabbed content variation won our AB test with an impressive 6.12% lift in conversions across all devices (desktop, tablet, and mobile) and received a 92% statistical significance, which exceeded the 90% Statistical Significance threshold used in CRO experiments.