How did we increase the conversion rate on a Web Page from 6% to 18%?
At ABC Corp (Name changed), all our lead generation happens online. Since most of our lead generation was happening through Paid media, it was very essential for us to increase our conversion rate so that we could improve the RoI of our paid campaigns.
One category which we were serving was Logo design. The logo design category has high demand and very high competition. From someone like Wix etc. who makes online logos to a freelance designer with a laptop in Kanpur, the range of our competitors was very broad.
Here we are, a marketplace, trying to generate more leads in this category. The reason to mention this line specifically is, in B2B Services, Marketplaces are less trusted due to legacy reasons around them.
When we started, the conversion rate for this category was about 6% and now it stands good at about 18%. Sharing here the steps we took to improve it.
Improvement in the requirement form
Our initial requirement details form had the following questions
- Type of organization
- Do you want the designer from your city only or no preference or any city would do?
- Your location
- Any other details
- Budget
After this, we would collect the personal details like phone number, etc to qualify the lead and proceed further.
If you see closely, these questions have two basic problems
a)They collect non-relevant details and hence, a lot of people might not find it credible.
b)The second question increases cognitive overload. A logo design is a one-time transaction, when planning one might not think of location as a factor. This would have made sense for a Social Media expert where you might need to brainstorm regularly.
We did some competitive research, spoke to a few users, etc. and we changed our questionnaire to this:
- Type of Organization
- Name of your business for which you want the logo
- What product or service do you offer?
- Any other details
- Budget
On close watching, you will observe that question number 2 and question number 3 are pretty straight-forward and yet important for a logo kind of a category because one would want the logo to represent the name or service in some way. Since the questions are pretty straightforward, it won’t increase the cognitive overload also.
In fact, with these questions, our drop rate from the first question to the last question reduced from 35% to 8%.
Improve Trust Numbers
It is very difficult for someone who is coming on the website for the first time to trust your website. Hence, one needs to show trust numbers in order to gain that. However, honest trust numbers will be very vital to establish credibility.
Initially, on the page, we showed trust in the form of our capability to serve as in “<Number> of logo designers available for your service”
However, later on, realizing, we changed this to what we have already delivered like “YYYY Logos already designed through Refrens”
This change of trust from serviceability to previous service records helped us gain trust more in our website visitors.
Improve Trust further by sharing Testimonials and Samples
Since the company we are talking about is a Marketplace, we served multiple categories. Our testimonials were generic and not specific to Logo Design as a category.
We reached out to a few of our happy clients and they joyfully agreed to a testimonial. We saw a lot of people filling the form after going through the Testimonials post this change.
We are now trying to put some of the samples on the page so that prospects can see the design capabilities and the decision making becomes easy
Take the Bull by the Horn
A prospect may have multiple questions in his or her mind before becoming a lead. By talking to customers and being in their shoes, it is important we answer them either by the landing page data or in the FAQ section directly.
We answered questions like “How reliable are Freelancers on Refrens?”, “Is my payment secure” etc?
These were some of the changes we did for one of the pages and it has brought us substantial results. The story does not here, Paid search optimizations happen regularly with the ball being in Google’s court always.
Do share your feedback if you have any on ashutoshgarg273@gmail.com
