Over 90% Increase in Conversion for my swimming pool Instalment client
Ultimate Pools is the leading Compass Pools seller and installer in New Zealand. Naturally, their business was already thriving, but I suggested we could do more with a website rebuild and CRO.
The old website loaded slowly, text broke where it was unreadable, and it looked outdated. Event tracking was set up based on page visits rather than actual actions taken.
The analytics lead to false positive results - meanwhile, the customers were having a bad user experience on the website and this was reflected in the conversions.
Design better navigation
Design a better functioning and looking website
Install analytics and tracking properly
Test and tweak CTAs & other elements
Use pattern disruption with customized design and interactions
Contact conversion rates went from
2.51% to 4.79%
Users stayed 33.22% longer on the website
Page sessions increased by 32.74%
Bounce rates went down by 17.83%
Organic Search has increased by 16.88%
This project was quite particular, in the fact that I had to be very careful with re-designing and shifting content, as my client's website had a really good ranking.
So, while I wasn't creating wireframes and user flows, I basically re-skinned the whole UI
Throughout a 3 month period I was looking at Google Analytics. With the goals I set, I was monitoring the conversions we got.
Overtime, I was adding elements, testing and changing things accordingly.
One of the most impactful changes was the most banal one.
I saw that my client got most of their leads through contact forms. They supplied me with an intro video, which we put next to the form. This increased the form conversions by about ~30%.
Meanwhile, we saw, that the phone number didn't get much action, as it was small in the navigation. Its CTR was 1.10%.
Since most people outreached on the contact page (as I saw in the analytics), I wanted to see if we could increase conversions by adding in a BIG BOLD phone number right above the form. This was so simple, and yet, It increased phone calls by 0.56% (a 50% conversion increase!) without disrupting the number of forms filled out.
The scenario we've described above is banal. But, without proper tracking and proper review, we wouldn't be able to make that decision. There's no one fits all approach, and slapping a massive phone number above your form might not be suitable in your case.
This is why tracking everything is so important. It gives us context on where to make improvements, and lets us test things methodically without disrupting the entire lead generation funnel.
When doing some research, I saw that most competitor websites were built with templates. Same as Ultimate Pool's old one.
So when you use a template, there are certain 'out-of-the-box' elements that people skim through and give no thought to. I designed everything from scratch to disturb a user's pattern with custom design, visuals and interactions, which made them pay attention more, thus the increase in engagement and decrease in bounce rates.