Situation
Performance had become stagnant and the available data did not give a clear view of where enquiry efficiency was being lost.
Diagnosis
The issue was wider than traffic volume. Campaign quality, tracking, page experience, mobile conversion and the feedback loop between enquiries and commercial outcomes all needed attention.
Work
Campaign structure and search terms were tightened, tracking visibility was improved, the landing journey was reviewed and CRM outcome information was better connected to paid activity.
By June, the site generated 101 form fills from 1,243 visits, compared with 79 form fills from 1,922 visits in January. Overall conversion rate rose from 4.1% to 8.1%.
The first problem is not always the real problem. More traffic would not have fixed a journey that was losing enquiries.
Could the same be true for you?
A Business Performance Review finds where enquiries and value are being lost.