Client: [Redacted] Solar Company
Industry: Solar
Industry: Solar
Introduction
A solar company experienced a 425% surge in qualified leads through Conversion Rate Optimization (CRO) testing.
How We Achieved Success
01
Challenge
Over the course of two quarters, the company say a continuous decline in both conversions and overall sales. Despite typical seasonality in the Fall and Winter months, there was an opportunity to improve lead flow during this time period.
02
Approach
Exploring options to increase conversions, we used heat mapping and Google Analytics to identify problematic pages. The issue was found at the end of the conversion funnel on a form submission page. Looking further into KPIs with heat mapping and Google Analytics, we noticed that the audience that converted and exited the page the most was paid traffic. This data led us to opportunities to enhance performance.
03
Solution
Analyzing the primary traffic source, we found a misalignment between ad expectations and page content.
- Examined primary traffic source for page
- Ad copy set different expectations than page content
- Heat mapping and average page duration in GA revealed low engagement
- Aligned content with traffic sources for increased user relevance
- Created benefit focused content to relate to audience
- Reduced the number of leaks on the page
This created the following results:
