CHALLENGE
Whitehead Monckton is one of the largest legal practices in Kent, but, as with any ambitious business, they came to us with big growth objectives.
The client already had a well-established organic online presence as a result of our previous SEO endeavours, their real challenge was on optimising the on-page experience of their landing pages to deliver higher conversions and make more out of the traffic they were already driving.
SOLUTION
#1 Optimise High Traffic Blog Landing Pages - High-ranking blog posts were key traffic drivers for Whitehead Monkton, but, while great for delivering new users, the pages weren’t delivering leads. Our behavioural specialists proposed using A/B testing to trial improved copy, form placement and the use of a prominent call-to-action in a bid to make users feel more supported and therefore increase the likelihood of them reaching out to Whitehead Monkton with their legal concerns.
#2 Page Structure and Improved Messaging - The client’s conveyancing page was another driver of traffic that wasn’t delivering conversions. We proposed a new page structure with new and improved copy that focused on the speed of service and understanding their audience’s challenges. A split URL test was used to ensure we could understand if these changes made any impact on Whitehead Monckton’s bottom line.
SERVICES USED
- CRO
- A/B testing
- Heatmap and content analysis
- Google Analytics review
RESULTS
Our optimisations delivered an outstanding 171.07% increase in conversion rate from high-ranking blog pages.
Over on our conveyancing page, we were pleased to see that our new page optimisations had generated an 11.7% conversion rate. An increase of 245.5% from the original page conversion rate of 3.39%. Furthermore, clicks to the contact page nearly doubled from 6.78% of users to 13.51%!
Overall the client saw a 25% increase in lead conversion rates year on year and it’s safe to say that they are over the moon with the results of our CRO tests; once again proving that understanding human behaviour is the key to success.
Let's deliver next level results for you
245.5%
Increase in conversion rate on the conveyancing page
Double
The number of clicks to the contact page
24.94%
Increase in leads generated via the website year on year
171.07%
Increase in conversion rate from the blog page
