PRWD

In the current economic climate the success of our Google Adwords campaign is more important than ever before but rather than continuing to increase daily budget we needed to ensure we maximised the potential of every online visitor by increasing our conversation rate for enquiries.

Since PRWD started the project of conversion optimisation we have noticed the increase in online enquiries.

Andy Saxton, Sales Manager, Contact Packaging

Project Background

Contact Packaging are one of the UK’s leading providers of Pallet Wrap Machines. Following the development of a targeted micro-site to promote the range of pallet wrap machines that they provide, Contact Packaging and PRWD invest time each month to improve the on-site conversion rate of the website.

Although the website has always performed well for the business, during 2009 and the recession, traffic levels were reducing which was having an adverse effect on the number of online enquiries that were being received.

PRWD recommended that a split test should be carried out on the homepage to increase the number of visitors clicking through to the enquiry form and making an enquiry.

Objectives

The project objective was to use Google Website Optimiser to test 3 different call to action messages on the homepage, to determine which version encourages more visitors to click through to the online enquiry form.

By carrying out this split test and improving the click-through rate, it was expected that the on-site conversion rate would also increase as more visitors were actively being encouraged to make an enquiry.

In addition, another primary objective was to reduce the cost per acquisition that Contact Packaging incurred through their on-going Google Adwords campaigns.

What We Did

Analytics Evaluation

We used Google Analytics to monitor what the current bounce rate (single page visits) was for the homepage, along with what the current on-site conversion was. This gave us primary measures on which to plan the alternative marketing messages to determine which version resulted in higher click-throughs and overall site conversions.

Determine Alternative Marketing Messages

Following the analytics evaluation, we created 3 new marketing messages which we felt would encourage visitors to click through to the online enquiry page and make an enquiry.

The 3 messages were:

1. enquire online for our best prices
2. enquire online with NO obligation
3. make an online enquiry today

Split Testing To Improve Conversion Rate

Over the course of eight weeks we then implemented a split test using Google Website Optimiser, where we tested the original homepage with the 3 alternative marketing messages.

Results

Original hompage – 7.02% conversion rate

• Test version 1) enquire online for our best prices – 23% click-through rate (227% improvement)
• Test version 2) enquire online with NO obligation – 13.9% click-through rate (97% improvement)
• Test version 3) make an online enquiry today – 10.5% click-through rate (49.5% improvement)

Impact on Conversion Rate and Adwords Acquisition Costs

• On-site conversion rate increased by 215%
• Cost per conversion reduced by 79%

More Information

If you are would you like to increase the number of sales or leads your website delivers, please give us a call on 0161 918 6729. Also take a look at our other conversion optimisation case studies.

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Tags: case study, conversion, google analytics, google website optimiser, optimisation