There are a lot of components that go into effective inbound marketing campaigns. You can do everything right to generate more website traffic – search engine optimization (SEO), social media campaigns, and lead nurturing emails, to name a few.
But if these visitors come to your website, only to leave you with a high bounce rate and little to no conversions, you’re left back in square one.
This is exactly what was going on with a recent client who was looking to remedy the situation.
Client Information
The client is a SaaS company that offers industry-compliant data archiving solutions for law firms, government agencies, and businesses in the finance sector. They know their product is pretty solid, but they needed to find a way to incentivize website visitors to fill out their online forms to find out more information.
Prior to contacting us, the client had optimized their website content for SEO, but were not seeing an increase in form fills and demo requests. They had attempted to come up with new ideas and A/B testing internally, but weren’t really sure about how to move forward in the most efficient way.
A business website is often your presentation card. You have a relatively small window of time to impress prospects — not only with your expertise and how you can solve their challenges, but also with the user experience.
We started by analyzing their website activity and user behavior based on tools such as HubSpot, Google Analytics, and HotJar. We wanted to thoroughly understand how their audience was interacting with their sight to identify areas that could be improved.
We created a list of top 10 items that needed attention and prepared a report with actionable steps on how to address them.
(Pro tip: The HubSpot Website Grader is an extremely useful tool to guide you in your optimization efforts; providing you with insights about your site speed, page redirects, and whether you need to compress images, among many others).
The client had a lot of ideas of what they wanted their website to look like. In fact, they had been working on wireframes for a while, but hadn’t really done any changes on the site itself. So we had a visual of their preferences, and married them with the audit report we generated.
We also created a landing page designed to be their main source of conversions.
(Pro tip: HubSpot has a library of landing page templates you can use without needing any coding knowledge).
We completed the conversion rate optimization and the landing page at the end of January 2022. Within the first four months, the company received 149 form submissions. They also generated 116 new contacts and converted 15 of these leads into new customers.
You already know that what you offer is stellar enough to make your target audience’s lives easier. But if you need that extra help to convince them to reach out to you, we’re ready to help.