Quick question: how much conversion improvement is enough? Would hitting your industry’s average conversion rate convince you to rest on your laurels? If you doubled your old performance, would you stop there? Hopefully not. This case study is an example of why you should never consider your conversion work done, even after impressive gains.

Case Study Summary

Client: Ifbyphone, Inc., a provider of automated telephone applications.

Overall project goal: Increase the quantity and quality of their phone-call and click-to-call leads.

Challenges:

  • Complex offering
  • Poor prior experiences with landing page optimization
  • Wide variety of audiences
  • Difficulty in attributing phone calls to a marketing source

Success measurement #1: Percentage of landing page visitors who contact Ifbyphone by phone.

Success measurement #2: Lead quality, as measured by the phone call length (longer calls were correlated with higher close rates).

Results:

ibp-summary-3lps

… Read the full article on Search Engine Land >

 

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