Website & Landing Page ReDesign Improves Conversion Rates
46.20%
Site conversion rate increase
177
Additional leads post-redesign
Overview
One of our clients is a rapidly growing business, with over 25 individually branded locations. They have over 500 hundred teachers and thousands of students. Considering this, we needed a solution for Google Ad landing pages and conversion optimized service pages that could be rolled out across all properties.
Challenges
As with any multi-location business, creating changes at scale can be challenging. Additionally, multiple marketing channels were already active, so a fully completed solution would need to be seamlessly rolled out to prevent downtime.
Our team wanted to maintain the lean code and avoid any bloat.
To top it off, we encouraged the client that testing was necessary before rolling out new design changes to 50+ key service pages.
Strategy
Our team collaborated with the client and a design firm to develop a modern layout. We wanted to bring the lead form above the fold on key pages, while also using design elements to separate blocks of informational content.
The original layout was created in Webflow, reducing the need for custom code and drastically speeding up time to completion.
Testing
Once the design was complete, we implemented landing pages in one of the client’s higher volume Google Ad accounts as proof of concept, and monitored the results over a period of months.
The results were drastic and conversion rates improved significantly compared to the older design.
To execute across 20 web properties and close to a hundred pages, we pulled the design into a development environment and rolled out incrementally to avoid disturbances to live traffic.
Results
There was an almost immediate increase in conversion rate after the new design went live; after just 6 months, we saw a relative conversion rate increase of 46.20%.
The new design benefitted all marketing channels, including paid, which saw a conversion rate increase of 33.45%. These increases enabled us to draw much more value from marketing spend and provided the sales team with more opportunities to enroll students.
