I believe that each page on a website is an opportunity to make a sale. However, many businesses don’t capitalize on that opportunity—leaving money on the table.
In 2018, one of my clients was a small glass & window franchise in Indiana. The existing Google Ads campaign linked to a corporate site with a glut of PR content that was written to increase the credibility of the brand.
I discovered from sales data that most people called them called because they had broken auto glass—the bulk of which were windshields. However, the online process took three clicks just to get to the “request a quote” page. In my experience, customers easily become impatient. More clicks = fewer conversions. A conservative drop-off rate is 50% for each added click (and that’s generous).
To reduce the number of clicks, I created a new website with a single landing page. This page gave customers the ability to request a quote immediately. The micro site featured simple, straight forward copy that targeted relevant keywords that aligned with our Google Ads campaign.
Customers were able to type in their personal information, as well as their car’s make and model in a form that auto-completed for them. Per my client’s request, these forms were sent to the quote team via email, just how they normally were from the corporate site. I also tied in Mailchimp’s API to automatically stash leads as well as push out a trickle email sequence to the potential customers.
Because the client business was a franchise, there were severe limitations to what I was able to manipulate on the corporate website. After implementing the new landing page on a micro site, the conversion rate from CPC traffic went up to 9.6%. The cost per lead for Google Search and Display was just $4. Not to mention, brand value was increased and we were now able to generate monthly reports of incoming CPC leads thanks to the integration with MailChimp.
Landing Page On Mobile
Tools I Used:
- HTML
- CSS
- Vanilla JavaScript
- AJAX
- PHP
- N.H.T.S.A. API
- Google Analytics
- Google Display Ads
- Google Search Ads
- MailChimp
Engineering Diagram:
(Yes I coded this micro app from scratch myself.)
