Part of our General Management objective was to bring in $XM of new name business in the large and mid-tier youth and education market. Our direct/organic channel for this market was had the highest MQL/Closed Won rate and a higher average deal size. I identified 5 pages that had high traffic and low conversion rates to optimize for inbound lead generation.
We tailored and added content to 5 key pages. All content went through an SEO review.
It was evident that the UX and product screenshots needed to be updated (or added, if non-existent) so that visitors could easily absorb information.
Additionally, we A/B tested the call-to-action on all 5 pages: Tell Me More vs. Let’s Talk. Which won? Tell Me More.
Part of the page optimization process that I put in place at ACTIVE involved revisiting the optimized pages at 1-2 month checkpoints, 4-6 month checkpoints, 6-8 month checkpoints and up to a year after launching to monitor and account for all changes.
As of the 6-8 month checkpoint, results are as follows for the 5 optimized pages:
- 35.37% increase in conversion rate
- 31.38% increase in inbound MQLs
- An additional $38K per year