Anchoring Leads, Increasing Engagement

When our client’s website management went untouched for over a year, their business growth and development suffered.

After losing a key staff member, their website fell by the wayside – no updates, no activity to hone qualified leads, no traction, no conversions.

The AdWords, they were spending a significant budget on, weren’t driving qualified traffic to their website – leads and dollars were being wasted.

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 – so we increased it by 93%.

As an industry leader and sizeable organisation, it was critical these issues were remedied in a timely manner – with the right expertise.

By increasing their residential customer inquiries by 100% and commercial security appraisals by 200%, we secured 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.”

Crucial requirements presented – customer engagement wasn’t being meet.

Solutions needed to play out immediately – reducing bounce rate by 85% included.

Fast tracking to change

We conducted a wide site audit to uncover all underlying issues.

This revealed a number of opportunities for us to make improvements i.e. utilising existing content and repurposing to a targeted audience.

Marketing experts discussing the importance of using the right lead generation strategies to increase inquiries & engagement.

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, mouse 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, aligning it with customer requirements and brand values.

A graph that shows the result of a Google A/B split testing conducted to better compare the performance of two versions of a page.

The results…

93%

Increase in page engagement

14%

Increase in average session

Homepage – 93% increase in page engagement, 14% increase in average session – This is the frontline of the business with the key role of educating customers around services and support. So, we improved is speed and efficiency, sending customers in the right direction in record time.

93%
Increase in page engagement
14%
Increase in average session length

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.

100%
Increase in residential inquiries
33%
Increase in commercial customer inquiries

200%

Increase in commercial security appraisals

Commercial Page – 200% increase in commercial security appraisals – Low volume was resulting in low statistical significance. So, we recommended ongoing testing of this page – greater time analysis to harness greater volume.

200%
Increase in commercial appraisal requests

Our client’s final thoughts . . .

“It just shows that you can’t set and forget with your website – you’re just leaving leads and sales on the table if that’s how you act.”

In short…

Through key strategies and implementation of systems including, Google Analytics, Hot Jar, CMS: WordPress and Reporting via Google Data Studio, we successfully restored and improved our client’s website management.

Increasing engagement and conversions, securing their position as a top-ranking industry performer.

A page with heat maps showing improved engagement & conversions through the implementation of marketing key strategies and systems.

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