The experience that a user has on a brand's website is often overlooked - yet with a little analysis, you can help to improve the journey that you're sending potential customers on and increase the likelihood of a conversion.
Our integrated client teams are in constant discussion surrounding how they can have an impact across various touchpoints, analysing user journeys, analytics data and more to make informed decisions that could push the needle forward.
As part of our ongoing strategy, the strategy team found that users were undertaking a specific journey before heading to high-converting pages, and opted to put things in place to attempt to funnel attention into specific areas of the website.
Analysis revealed that mobile users that engaged with informational pages around food or safeguarding, often preferred exploring additional informational content before finally transitioning to the 'Find a Nursery' page where they could convert.
By taking a closer look at these informational pages, a decision was made to offer users a curated choice of next steps - something we did by introducing a call to action block on the pages.
The block featured two new call to action options, as well as the already existing phone call button, which were an option to visit the 'Find a Nursery' page, or click through a direct link to a subsequent informational page on the website.
Over a month-long test, we saw an increase in the number of leads, with the control test generating 60 leads, and our changes generating 93 - a 55% increase in leads. As well as this, we had an increase in the number of visits to the 'Find a Nursey' page - meaning users were getting closer to conversion points quicker.
These improvements led to strong forecasted annual revenue and lead generation gains.
Our integrated specialist teams are adept at creating multi-faceted strategies that can help to improve your lead generation and conversion headaches. Get in touch with us to learn more.