Revolutionary tool manufacturer solves conversion conundrum
The Project
The client has developed the world’s first drill that drills square holes. The tool saves significant time for builders/electricians and significant cost savings for the companies who employ them. The client was looking to generating B2B leads by running online ads on Google and LinkedIn, directing visitors to their site. However, conversion rates on the site were under 1%, whilst the bounce rate was over 75%.
130%
improvement in conversion rate
55%
improvement in cart completion rate
We new our advertising was not optimised but we didnt realise how much scope there was for improvement until we worked with The Brains. Their data-led approach was awesome
Uri
COO
The Solution
1.
The client did not have Google Analytics tracking implemented properly so we overhauled the set-up. We also setup Google Tag Manager and Hotjar (heat-mapping software), so we could closely monitor user behaviour right down to the mouse scroll. We let the campaigns run for a couple of weeks to gather data and then analysed the findings. There were a number of issues undermining the site’s performance, for example visitors were only skimming over the educational material, contact forms were too long and people gave up half way.
2.
In addition, we saw that people were only watching 35% of the explainer video and, most importantly, the checkout was loading too slowly on mobile and almost halving conversion rates. Our UX team adderessed each of these issues in turn and our developers made the necessary adjustments.
3.
Once work was completed, we saw an 130% increase in conversion rate and a 50% increase in cart completion rate. Session times were up by 2 minutes on average and the number of returning users was up by 22%
