Not all site visitors contact your business. Sometimes your offer isn't clear, your contact forms are too lengthy, or your site visitors are unable to decipher your call to action. As a result, a potential customer may exit your site without performing the desired action.
Search Intelligence System (SIS) creates customer pathways to increase the number of potential customers from site visitors to leads. We evaluate your site and identify customer pain points and drop off areas. Using behavioral data, we make suggestions on message and CTA improvements, and make changes to your lead capture and booking forms.
01
Traffic doesn’t tell the whole story. A service page could draw in your target audience but fail to include an answer to their question. A paid ad can put a page in front of your audience but not always align a landing page to the message of the ad. Long and complicated forms can push users to call or leave your site all together.
To start, we figure out where the process loses potential clients. Often times, this means assessing the page that is the entrance page for your site and determining what actions are taken from that page. In some cases, there is not even an action taken and your site is missing visitors all together. Our Search Visibility service focuses on bringing in visitors and is often times handled prior to our engagement.
02
A landing page should provide the information a visitor is seeking. We evaluate the page based on the headline, offer, service details, evidence, and the next step on the page. For campaign pages, we evaluate the page based on the promise made in the ad or search result. A page focused on the visitor's needs helps the visitor determine whether the service offered by the business fulfills the visitor's needs.
Our call to actions are personalized for each stage of the funnel. Visitors who are comparing service providers want to see case studies or have the process detailed for them. Visitors who want to engage the service want an easy way to reach us or make the booking. Our team utilizes feedback from user testing to measure the effectiveness of buttons and message wording to improve the overall experience.
We take a look at the fields, labels, and the information you require in your forms. We check the error messages to make sure they are clear and helpful. We also evaluate the mobile view of your forms. We complete a review of the final step of your process to confirm and let the user know their request was submitted. Our goal is capture the information that your team needs to effectively process a request while minimizing the work required of the user submitting the request.
Do appointments make your business run? Then we'll analyze how prospective clients transition from website to booking. We will identify gaps in your booking process. Where do clients get stuck and give up? We find those. Then we'll refine the process so your sales team is in touch with, and moves, a prospective client, or lead, to the next stage.
We identify actions such as form completions, phone calls, or bookings and track them in your account. We also look at how visitors interact with your site, and change it based on what we think will most positively impact your business. We also analyze what happens after a change has been made. With enough trackable events, we will A/B test changes to a page. In the absence of enough trackable events, we will make a change to a page and see what happens. Reporting & Attribution helps see which of your channels are producing the actions we defined and tracked.
03
We help you understand the usefulness of the leads and bookings generated for your business, and not just how potential customers interact with your website.
We assess and evaluate your website's functionality, mobile website's functionality, entries and exits pages, forms and booking processes, and review and analyze website data and information.
We suggest and implement changes on your website, and alter pages to ease a bottleneck or friction point.
We review customer data, analyze changes implemented, and evaluate the effects of the alterations.
We modify pages of your website to ease bottlenecks based on lead quality and visitor behavior.
The changes implemented on your website may impact a single page of your website, or multiple pages of your website.
We explain the changes and the expected outcome before initiating any work. If a significant improvement of your website is not possible due to website's technical limitation and structure, then improvements implemented by our Website Optimization service may not provide significant and long-lasting improvement.
04
Conversions become meaningful when your team is actually able to assist the lead. We evaluate beyond the conversion rate. For example, are the leads generated by your campaign of interest? Do your potential customers understand the service you provide before reaching out? Is your team able to provide immediate assistance? Are scheduled appointments/meetings conducted?
05
To analyze change history, look for the review numbers and measurement windows. Numbers and measurement windows tell the story of the change. We add site and lead data if it is available. We do not show projected lift. If we cannot show an improvement, we will continue to test.
Interested in learning more? Explore our services and see how we build on the customer journey. You can also speak with one of our team members to learn more about your current conversion path.
FAQ
This process aims to transform the website’s visitor into leads, or potential customers. This is done by analyzing consumer data and identifying areas for improvement in a website’s design and structure.
Website optimization is more technical in nature and focuses on a site’s overall performance and the extent to which the site is ‘search engine’ friendly. Conversion optimization builds upon this and is centered on the understanding of a consumer’s journey and their ability to complete a desired action.
Not at all. Any visitor that currently accesses your site can potentially lead to more phone calls, appointments, sales, etc. The objective should always be to first optimize the site for conversions and work on website traffic once this is accomplished.
Usually. This could mean rewriting the headline to make it more clear, or providing the service in a more logical or relevant manner. We may also need to provide more evidence or simplify the path to the next step. Which changes depend on the area of the problem.
We talk through the potential changes that affect a desired action the most. Then we check that changes to the site that impact tracking have been successfully implemented. Finally, we look at the Lead to Customer Ratio, consider seasonality and Traffic mix, and assess the health of the market before deciding on the outcome of an A/B test.
No. There are too many variables outside our control for us to guarantee anything.
We know you’ve spent money to drive customers to your site. Find out where the bottleneck is that prevents customers from contacting you. Let SIS know your most important landing pages or ads and we can tell you where to best implement changes to get prospective customers to take the next step.
