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50%
increase in website traffic(from 1,000 to 1,500 unique visitors per month within 3 months)
2%
increase in conversion rates(from 2% to 4% within 6 months)
25%
increase in leads generated each month(within 3 months)
improvement in lead-to-customer conversion rates from 1% to 5%
Reduced the cost per acquisition (CPA) by 30%.
*Please note that due to a non-disclosure agreement and based on our partner's request, we cannot share any sensitive data of this case study.
Overview
We were approached by a medium-sized enterprise that acquires, builds, scales, and optimizes production, processing, and manufacturing companies. They were looking to unify two existing web platforms, optimize their conversion funnel and implement a conversion tracking system that would allow them to have more visibility into their revenue operations.
The company had two separate websites that worked independently as part of a funnel sequence. Their short-term goal was to connect the two websites and implement conversion tracking across the website to capture data across channels while integrating Hubspot to manage leads and track conversions.
Objectives
Our partner's business was gaining traction but faced significant challenges on multiple fronts. They had two existing websites that worked separately with two different value propositions and messaging, making things confusing for their target audience that visited their web platforms. Their inefficient funnel sequence led to high bounce rates and low conversion rates. Additionally, there was no system in place to capture and process inbound and internal data, leading to inefficient decision-making, difficulty in tracking conversions and managing leads, and ultimately a lack of visibility into their revenue operations.
Challenges
The challenge was to merge their two existing websites and make the funnel sequence more efficient in order to improve the user experience and increase conversions. They also needed a system to capture and process data effectively to enable efficient decision-making and improve visibility into their revenue operations.
Approach
Funnel Architecture Design
After an audit of their infrastructure, our first step was to design an optimized funnel sequence to increase their conversion rates and lead capture.
We started by understanding their target audience. Then we analyzed their current funnel sequence, identified pain points in the existing infrastructure, and designed a solution that would address those issues.
Our deep dive into their target audience enabled us to design a seamless user journey and craft compelling messaging copy that clearly conveyed their value propositions on each platform to their target audience.
Our goal was to help their website visitors, regardless of which of the two platform they landed on first, to immediately understand our partner’s offerings and move between the two websites seamlessly. Our highly targeted messaging would allow their target audience to understand the offerings on the two web platforms immediately and go seamlessly from their primary platform (a podcast website) to their business platform, where solutions targeted to their audience were offered and vice—versa.
Our solution architecture design connected the two websites seamlessly, integrated various tools to capture critical data points into a customer data platform, and optimized the user experience for visitors on both platforms.
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Funnel Implementation
Website Optimization
We started by migrating both websites to the same CMS environment, ensuring that the websites were compatible and making integrating with their chosen CRM Hubspot easier.
Our next step was to implement our updated designs and messaging into both websites, creating a compelling combination of visuals and messaging that clarified their offering, unified their value propositions, and helped them stand out from the competition.
Finally, we optimize the two websites for speed, user experience, and mobile responsiveness.
Lead Form Capture UX Design
We designed lead capture forms that were easy to fill out and understand with simple layouts that eliminated distractions, increasing the chances of visitors filling out the forms on both websites.
Lead Form Implementation
We implemented the redesigned lead forms on the websites and ensured that they integrated seamlessly with their CRM system. The goal was to capture visitor information and send it directly to Hubspot for lead management.
Conversion Tracking Implementation
The conversion tracking implementation phase was an essential step in our approach to optimizing the partner's funnel sequence. In this phase, we focused on setting up a robust tracking system that would allow us to track key metrics across both websites accurately.
We started by defining the specific conversion actions that we wanted to track on each platform. These actions included things like form submissions, newsletter sign-ups, and product purchases. We then integrated tracking codes into the websites to capture these actions, allowing us to accurately track and measure their performance.
Next, we set up cross-platform analytics to gain a holistic view of user behavior across both websites. By integrating analytics tools like Google Analytics and HubSpot, we were able to capture data on user behavior, traffic sources, and other vital metrics. This helped us identify the sources of traffic and conversions, enabling us to make data-driven decisions to optimize the funnel sequence.
Next, we set up cross-platform analytics to gain a holistic view of user behavior across both websites. By integrating analytics tools like Google Analytics and HubSpot, we were able to capture data on user behavior, traffic sources, and other vital metrics. This helped us identify the sources of traffic and conversions, enabling us to make data-driven decisions to optimize the funnel sequence.
Visual Data Dashboard Development
After implementing the tracking system and collecting data, we began the process of designing a real-time data dashboard that would provide our partner with the visibility and insights they needed to make informed decisions and optimize their funnel.
We started by identifying the most critical metrics that were needed to track and measure the success of their funnel, then designed an analytics dashboard that would make it easy for them to visualize this data in real time.
We used Hubspot's dashboard builder to create a custom dashboard that would allow our partner to track key metrics such as website traffic, bounce rate, conversion rate, and lead generation in one centralized location. We also build a separate dashboard in google analytics to enable them to track inbound and conversion data on both of their web platforms.
The dashboards were designed to be visually appealing and easy to understand, with graphs and charts that made it easy to visualize the data.
We also implemented automated reporting to ensure that our partner would receive regular updates on their funnel performance without manually pulling reports.
We used Hubspot's dashboard builder to create a custom dashboard that would allow our partner to track key metrics such as website traffic, bounce rate, conversion rate, and lead generation in one centralized location. We also build a separate dashboard in google analytics to enable them to track inbound and conversion data on both of their web platforms.
Deployment
After testing and ensuring the smooth functionality of the website, funnel architecture, and all the systems integrated. It was now time to make the implementation live.
Before deployment, we conducted a final quality assurance (QA) check to ensure that all the requirements were met, the system was fully functional, and no issues were encountered. We also ensured that all stakeholders involved in the project were satisfied with the work done.
Once the deployment was complete, we conducted a post-implementation review to ensure all systems worked correctly. We also provided training to the client's team to ensure that they could use the new systems effectively and make the most out of them.
Before deployment, we conducted a final quality assurance (QA) check to ensure that all the requirements were met, the system was fully functional, and no issues were encountered. We also ensured that all stakeholders involved in the project were satisfied with the work done.
Outcomes
Before partnering with us, our client's websites were receiving an average of 1,000 unique visitors per month, with a conversion rate of just 2%. That resulted in only 20 leads generated each month.
After implementing our solutions, the combined website traffic increased by 50%, resulting in an average of 1,500 unique visitors per month. In addition, the optimized funnel architecture and lead capture form resulted in a higher conversion rate of 4%. This led to a total of 60 leads generated each month, which is a 200% increase from the previous numbers.
The implementation of conversion tracking and HubSpot integration also allowed our client to better manage and track their leads, resulting in a more efficient sales process. This led to a 25% increase in the conversion rate from lead to customer.
Overall, our partner saw a significant increase in website traffic, leads generated, and conversions from leads to customers. The conversion tracking implementation phase was crucial in providing the data they needed to optimize their funnel sequence effectively. By accurately tracking key metrics across both websites, they could identify areas for improvement and make data-driven decisions to optimize the user experience and increase conversions.
With the significant improvement in their funnel sequence's conversion rate, bounce rate, and overall user experience. They were able to:
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Manage leads effectively and track conversions accurately
Capture and process inbound and internal data, leading to more informed decision-making
Streamline sales process and management of their leads, leading to greater visibility into their revenue operations
Other drastic improvements we saw include:
15% decrease in bounce rate within 3 months
Increased the sales pipeline by $500,000 per month ( 30% increase) within the first year
Improved lead qualification process and decreased the sales cycle from 30 days to 20 days.
Increased revenue by $1 million in the first quarter after implementation.
Working with us enabled our partner to achieve a significant return on investment (ROI) of 400% within the first year.
Solution provided
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