Anchoring Leads,
Increasing Engagement
When our client’s website management was neglected for over a year, their business growth and development suffered.
The website wasn’t dealt with accordingly after losing a key member – no updates, no activity to hone qualified leads, no traction, no conversions.
Leads and dollars were being wasted due to the underutilisation of AdWords that weren’t driving qualified traffic to their website – a platform that they were spending a significant budget on.
To bring the website back on track and secure those leads, we implemented key strategies and systems to increase overall engagement.
Strategies we implemented
Site Management
User Engagement Tracking
A/B Testing
Analytics & Reporting
Systems we used
Results included…
%
Increase session per page
%
Reduced bounce rate
%
Average session duration
and overall site conversion…
%
Increase in residential customer inquiries
%
Increase in commercial customer inquiries
%
Increase in commercial appraisal requests
With nothing to anchor to, leads were lost. Engagement needed to happen – quick – from our efforts we were able to increase it by 93%.
By increasing their residential customer inquiries by 100% and commercial security appraisals by 200%, we were able to secure their competitive edge in the marketplace.
What our client said . . .
“As an industry leader and sizeable organisation, it was critical these issues were remedied in a timely manner – with the right expertise. By increasing our residential customer inquiries by 100% and commercial security appraisals by 200%, Roger Roger helped secure our competitive edge in the marketplace.”
With crucial requirements presented, it was clear that customer engagement wasn’t being met.
Solutions needed to play out immediately, including the reduction of bounce rate by 85%.
Fast tracking to change
We conducted a site wide audit to uncover all underlying issues.
This revealed a number of opportunities for us to make improvements on, i.e. utilising existing content and repurposing them to a targeted audience.
Implementation actioned
We fast-tracked measures by installing HotJar – a user engagement tracking system – to create a heat map across the website.
We also implemented Google Funnel Analytics and reporting via Google Data Studio, to gauge accurate results about real-time data visiting the site and test areas to improve upon.
These actions enabled us to track actual users, detect movements, clicks, and scrolling as it played out, and identify critical conversion pages via analytics.
Home Page
Commercial Page
Key Services Page
Home Page
Commercial Page
Key Services Page
The power of good data . . .
“The level of measurement and data available is amazing, and to be able to visually see and watch how people are really using our site makes signing-off on this activity a no-brainer.”
Test time…
We conducted Google A/B testing – split testing – across these pages, to better compare the performance power of two versions.
Facilitating CMS: WordPress, we repurposed the existing content, and aligned it with customer requirements and brand values.
The results…
93%
Increase in page engagement
14%
Increase in average session
100%
Increase in residential inquiries
33%
Increase in commercial customer inquiries
Key Services Page – 100% increase in residential inquiries, 33% in commercial inquiries – This page initially detailed very little, so we tightened up wording and specifics to drive greater engagement.
200%
Increase in commercial security appraisals
Our client’s final thoughts . . .
“It just shows that you can’t set and forget your website – you’re just leaving leads and sales on the table if that’s how you act.”
In short…
Through coming up with key strategies and the implementation of systems including Google Analytics, HotJar, WordPress and reporting via Google Data Studio, we successfully restored and improved our client’s website management.
By increasing engagement and conversions, we helped re-secure their position as a top-ranking industry performer.
Written by: Cory Gordon
Cory will be your key contact for all things marketing.
With 20 years of marketing experience in businesses of all sizes, industries and segments (we’re talking SME, large global organisations, B2C, B2B, retail, education, automotive, and fashion), he has the ability to add real value across all levels of an organisation.
More than just a senior marketer, Cory is your general nice guy, he is a father and a husband, and a lover of all things Star Wars.
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