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Conversion Matters

How applying simple principles to a quote request form yielded a 60% boost in conversion rates

We hear this all the time: “If only more people were coming to our site then we could drastically increase our revenue.”

It might be true but it’s also only half of the equation. On site changes can often be easier and less expensive to implement and boost conversion rates (the % of visitors to your site that take a desired action such as making a purchase, completing a request more information form or signing up for your newsletter.)

A great web site alone can make a difference. By improving the look and feel, messaging, navigation and overall ease of use at our clients’ sites, we have seen massive gains for our own clients after site redesigns:

  • True North Mortgage: 50% increase in online applications
  • GlassMasters Autoglass: 7-10x increase in daily leads

(Note: traffic levels similar post-redesign)

I’ll illustrate some of our principles using our client Glassmasters as an example:

Determine Your Core Objective and Make it Easy to Take Action. The goal — entice visitors to request a quote. Every page on the site emphasized the “Get a Quote” message and provided two ways to make the request.

GlassMasters Auto Glass

Isolate Tasks: While it may seem the book an appointment form can simply be embedded on the home page and no one will get distracted filling it out — isolating the “conversion” task on a standalone page is a great approach to ensure the user is not distracted while completing the task at hand. For Glassmasters, whe a user clicks on the “Get a Quote” button — they are taken to a standalone page to complete the request.

Set Expectations & Make Form Completion as Fast as Possible: Some concepts that were applied:

  • Copy at the top of the page indicates it takes about 25 seconds to complete the form.
  • The form is pre-populated wherever possible. The last location viewed on the site is considered the default location the user will likely book their appointment. Radio buttons and pick lists are defaulted to most common answers (e.g., users are asked if they have glass insurance — most do not so this response was defauled to “no”). Users need to indicate what glass needs replacement. A diagram is included on the right side of the form for reference so users can accurately identify the naming convention for the glass they need replaced.
  • It’s obvious what to do to complete the request. A big, fat, juicy “Get a Quote” button that cannot be missed is provided at the bottom of the form when all information has been provided. See the form below.

Reinforce Your Value Proposition and Points of Difference. You will notice at the top of the form 4 key, short statements are made that ensure the user understands why Glassmasters is a good choice. Add testimonials, stats and facts for your most important sales points. Backing up what you promise with “pro” is a great way to increase conversions. It’s also likely they are receiving multiple quotes so we want to leave a lasting impression of reasons to buy from Glassmasters.

With less than $1000 of changes — we saw a nice bump in conversion rates from 5% to 8%. Talk about ROI.

Take a look at the form below that was created.

GlassMasters Quote Form

Don’t rely on hunches. Make sure to track what’s happen. The facts don’t lie.