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Case study

How we brought 69.57% more quotes to our client

We changed one form on the website and increased the amount of leads by almost 70%. How did we do it?

Challenge accepted: To increase sales of a specific service

How easy is it to order your service or product? Does the visitor get all the information they need? Doesn’t the contact form sign them to death? These factors affect the performance of sales pages on your website.

While making routine adjustments to a client’s website, we noticed that one page received fewer inquiries than the other services. The client left it entirely up to us when we devised a proposal to improve this sales page. After all, we’ve been taking care of all his content for years, not just on the website, and we’ve gotten results. Long-term collaborations have one huge advantage. Trust.

Our approach and solution

Analysis of the site and its performance

The original service page was one long noodle. If someone wanted to subscribe to the service, they had to scroll all the way down and manually fill out an inquiry in the general contact form: first name, last name, email, and message body. The potential client had to write out all the service details in a box, or – which was more common – leave the message very brief, and then the salespeople had to ask for additional information themselves.

We found out how many leads came from this page over the last 7 months and compared the performance with other pages on the site.

We quantitatively analyzed the data in the Hotjar app; we looked at click maps, heatmaps, page scroll length, and mouse movements on the page. From the information we gathered, we hypothesized what elements needed to be fixed on the current site.

We then looked at videos of visitors to the site in the Smartsupp app and qualitatively analyzed their behavior. In this way, we verified our hypotheses from the previous analysis.

The outlines of what needs to change and improve on the site are beginning to emerge.

New user flow and form design

We still needed important input from the salespeople. The new site was supposed to fulfill a total of 3 goals:

  1. Increase page performance – to get more relevant leads per month, at least on par with other site pages.
  2. To save the salespeople’s effort – so that the user could directly enter the essential information into the form for the sales team to automate and simplify their work as much as possible.
  3. Connection to CRM – we wanted to further deepen automation by sending data directly to the client’s CRM system.

We started by interviewing the client’s salespeople. They clarified what data they absolutely needed, where the biggest problem was in the current incomplete inquiries, and what was necessary for their business process.

We then sat down with the client’s integration team and gathered requirements for the web development team to connect the form to the client’s CRM and internal system.

Based on all this data, we designed a new form. In it, the user can directly click the basic parameters without long typing. It also contains essential data for subsequent CRM automation.

Testing the new form

As this is our client’s critical service offer, we did not leave the deployment of the new form to chance. The development part of the work is also quite expensive, so we wanted to ensure the new form would work.

Once we had a clickable prototype ready in Figma, we conducted user testing:

  1. We gathered representatives from the client’s focus group and set up a time and expense to talk to them.
  2. We conducted user interviews according to the set scenarios and tested the written hypotheses.
  3. We incorporated feedback from the testing.

Only after this reassurance we handed over the final design for development.

Adjustment, deployment, evaluation

We first deployed the new form to only one language version of the client’s website. We also set up a precise measurement of its performance and made sure all relevant data was collected.

After the first 5 months, the new form steadily delivers an average of 69.57% more monthly leads than the previous site version.

At the same time, the form data collection and sales process has been automated as much as possible, and the sales team now saves at least half of their time on each inquiry.

Almost 70% more leads each month

And this is just one page. We’re gradually rolling out new forms for other pages of services and increasing the number of inquiries on the client’s website each month.

Is your website not working as well as it could?

Drop us a line, and we’ll look at it together.

+420 777 199 016

hi@prettymuchnomads.com

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