It delivers its service exclusively online, with no phone calls involved. It hired Apexure to enhance its lead conversion rate significantly, and to help build its revenue pipeline.
We implemented a bespoke project to understand, review and significantly enhance it’s mission-critical lead generation process, to capture and convert more tax rebate claims online.
We utilised our extensive experience in applying customer psychology, UX and lead conversion techniques to:
The result was that the lead conversion rate for the client increased by almost 500% by the end of the project.
The challenge was that the claim form needed background information about the case, not simply someone’s personal details. This could take time, and could put some potential claimants off, which reduced the volume of leads, and the potential revenue, for the client
The client briefed Apexure to significantly improve the conversion rate of leads without compromising lead quality, optimise the impact of its digital campaigns, and maximise its revenue.
Applying our experience in customer psychology, website design, and data analytics, we systematically explored several areas where enhancements could be made to increase the conversion rate significantly.
We delivered a three-step project plan to deliver the client’s desired results.
Although the agency’s skillset was excellent, their limited resources meant Apexure’s team of conversion-focused UX/UI designers took the lead for this project. The Apexure team designed a new series of conversion-focused landing pages within WordPress and Unbounce, all of which had clear action points and goals. For each design, a secondary design was created for A/B testing, to maximise the potential for the pages.
At the start of the project, the end-to-end conversion rate was 1.02%. We used GA4 to implement tracking across all the steps in the registration process to find the leakage points. In parallel, we conducted competitor analysis and market research to discover insights that could be applied to the project. We designed a shorter landing page and carried out A/B testing to compare it to the existing, longer page. The shorter page had a click-through rate almost 10% higher than the longer page, and a higher lead conversion rate of 1.77%, compared with the original 1.02%.
With the ideal landing page format identified, we focused on significantly increasing the conversion rate boosting the conversion rate by designing a new claim form with an enhanced UI and UX to make users feel more comfortable going through the process.
We implemented several features:
The results were clear. Fewer users dropped out of the registration process, and the conversion rate increased from 1.77% to 4.33%.
With a better process in place, we took the opportunity to optimize it further. The GA4 analytics highlighted that step 1 of the registration process had a 25% completion rate, while steps 2,3 &4 had a rate of around 60%.
We took an innovative approach, using A/B testing, and developed a ‘gateway page’ that, once completed, showed users a ‘Proceed’ button to access the remaining three steps. This gave users a sense of achievement as they went through the process, inspiring them to move forwards to completing it.
This final change boosted the end-to-end conversion rate from 4.33% to 6.09%. An increase of almost 500% from a baseline of 1.02%.The engagement with Apexure allowed the customer to significantly increase its marketing ROI and revenue growth.
The team created a bespoke landing page for a new, targeted campaign, establishing a range of tracking and analytical tools to monitor its success. Working in collaboration with DOOR3’s marketing team, the Apexure team also developed a new sales funnel, linking the various marketing platforms into a streamlined sales process.”
All the work is done to a very high standard.
Thanks to Apexure, the site’s conversion rate has gone up, indicating the project’s success. We reviewed the current landing page and then agreed on some new suggestions for the forms layout and then made some variants of the form and did bi weekly A/B tests. we reviewed the information each week and repeated the process.
The team has completed the deliverables on time. Regular meetings ensure a seamless workflow. Apexure listens well to their clients.
