Conversion Rate Optimisation
Client Case Study - Loan Provider
Business Challenge
This client is a leading secured loan provider and we help to drive a lot of traffic to their site from both SEO and PPC. They also advertise on TV and do a lot of direct marketing.
Their website was driving 8% of all visitors into their loan application process and 23% of these people were completing this application form. That's a conversion rate from visitor to loan application of 1.84%.
Solution
Tasked with driving up loan applications from all marketing channels landing on the website, we set about analyzing the current conversion rate of the clients 4 stage loan application and the effectiveness of their home page in driving visitors into the application process.
Once we had completed our analysis we set about testing a new home page and a new loan application process.
Business Benefits
Within 3 months of testing we had increased the rate at which the home page drove visitors to the application process from 8% to 51% and improved the number of people completing the loan application from 23% to 48%.
This meant we had increased the sites visitor to loan application conversion rate to 24.48% an overall increase of 1,230%.
This means that now, for every 20,000 visitors the site receives it generates 4,896 loan applications. This has dramatically impacted the clients business and on an average month drives an extra 4,528 loan applications.
Client Case Study – Garage Retailer
Business Challenge
A concrete garage retailer was concerned that the return on investment they were getting from their advertising had reached a plateau. They worried that whilst a lot of people were visiting their website, few were contacting them to request quotes, or to buy a new garage.
Solution
Epiphany conducted extensive analysis of the clients website and discovered that rather than contacting the company, the majority of visitors were downloading a brochure instead. The option to download a brochure was far more prominent on the website than the option to request a brochure, or to make a telephone enquiry.
This was causing the client to lose control of the sale because decisions were being made outside of their sphere of influence.
Epiphany, therefore, implemented a number of changes to the homepage and landing pages, most importantly highlighting the 'brochure request' call to action and forcing visitors to give their contact details in order to download a brochure.
Business Benefits
By repositioning these key elements of the website, Epiphany was able to increase the conversion rate of the site by more than 300%!
The client was delighted with the results, and where the bulk of their business had historically been offline, this one website optimisation test shifted the balance so significantly that they now have a major online presence.
