This was accomplished by tracking and refining pages in its lead generation funnels.
With only one refinement round, XYZ increased conversions another 0.5% - raising the rate to 3.0%.
This resulted in an incremental increase in leads of 140 per month, amounting to an additional $58,800 in income.
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Tracking Lead Generation is Highly Productive
The site has three lead generation funnels.
- Signup for a company newsletter
- Register to receive industry white papers and industry research
- Register to get bargin discounts on out-dated and close-out merchandise
Combined, a total of 28,000 visitors entering these three lead generation funnels each month. The old conversion rate for the three was 2.5% total.
Tracking Abandonment Rates
The first task was to track abandonment rates to understand where barriers, blockers, friction and leaks were occuring in the lead generation funnels.
You'll find something like this:
|
Page of Funnel |
Persons Viewing Page |
Abandonment |
|
Page 1 |
100 visitors |
|
|
Page 2 |
54 visitors |
46 Visitors |
|
Page 3 |
32 visitors |
22 Visitors |
|
Page 4 Signup Page |
14 visitors |
18 Visitors |
|
Completed Signup |
2.5 visitors Completed the Signup Form |
11.5 Visitors |
You Won't Believe How Simple Is It From Here
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XYZ Corp. decided to optimize each page in the buying cycle, one at a time.
- First Page of the Funnel - They decided they were not connecting with the audience if they were experiencing a bounce rate of nearly 50 percent.
- The focus turned to building trust and credibility by adding their physical address, telephone number and privacy policies prominantly displayed.
Testimonials from current customers and a statement about their replacement and return policies were added.
When the new page was publish, they were pleasantly surprised to find that the abandonment rate dropped from 46 to 31 percent, meaning that an additional 15% of users reached the next message (page 2) in the persuasion cycle.
- Other Pages in the Funnel - In the other pages of the funnel, the sales message was re-crafted to be more emphathic to the readers needs, following a structured buying process like A.I.D.A.S., and provide additional information needed for the user to make a more informed decision.
- And the copy was re-written in a less "marketeze" style, converted to a more objective and information/editorial format. This resulted in reducing abandomnent rates along the entire funnel.
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CONVERSION RATES - INCREASING SALES LEADS
CASE STUDIES
INCREASING INCOME
