[CRO Case Story] HOW WE BROUGHT A 42% INCREASE IN LEAD VOLUME

Rush PCB is one of the market leaders in the printed circuit boards industry in the USA. This particular B2B market is very competitive.  Rush PCB has provided board manufacturing, assembly, and full turn-key assemblies for over 24 years.

From November 2018 to May 2020, we worked with the founder and CEO of RushPCB on PPC, WA, and CRO activities, and together we achieved outstanding results.

This is the story of how we managed to increase the number of qualified leads through a dedicated landing page strategy and creation.

Interested to learn how we did that? Please continue reading.

[CRO Case Story] HOW WE BROUGHT A 42% INCREASE IN LEAD VOLUME

Rush PCB is one of the market leaders in the printed circuit boards industry in the USA. This particular B2B market is very competitive.  Rush PCB has provided board manufacturing, assembly, and full turn-key assemblies for over 24 years.

From November 2018 to May 2020, we worked with the founder and CEO of RushPCB on PPC, WA, and CRO activities, and together we achieved outstanding results.

This is the story of how we managed to increase the number of qualified leads through a dedicated landing page strategy and creation.

Interested to learn how we did that? Please continue reading.

KPIs

Our team of experts pulled out key information in regards to the results we had with our clients!
42% Volume of Leads increase
The increase was connected to the dedicated landing page strategy.
182% lift in Conversion Rate
Thanks to the synergetic effort between PPC, WA, and the CRO team.
74% higher CR Form Started -> Submitted
Users got all the necessary information through the landing pages.
37% lower Bounce rate on Lead form
Result of a more developed funnel functional for the warm and cold audience.

The Story

Before working with Diligent, Rush PCB didn’t have the time or the resources to run frequent, high-momentum tests within Google Ads and Landing pages. 

The business owner never really paid much attention to the user experience. He told us that they receive many phone calls from interested leads, but they always refer them to the website form and explain how to fill it out. That sparked our interest, and from that moment on, we knew we had to offer help from the CRO perspective.

The Challange

The Website

The website was extensive, and the form was a bit long and missing some instructions. However, we decided to focus on the landing page strategy first because we knew that highly interested leads choose to call before they decide to fill in the form, so it was less urgent.

Longer Funnel Risks

The strategy we had in mind would add one extra step in the funnel. Some visitors perceive it as additional effort, so we decided to monitor user behavior, watch out for frustration markers, and check Google Analytics bounce rate changes. But, we were confident that most users needed the additional information to help them decide.

The Approach

Our task was straightforward: 

  1. Analyze the client’s website, offer, and audience.
  2.  Spot the potential for landing pages and perform tests.

After careful examination and research, we detected two potential issues:

  1. All campaigns were sending traffic to the website exclusively. This strategy was not optimal for the cold audience with less knowledge about the manufacturer. The colder audience needed to learn more about the benefits of this specific manufacturer, how to process works, which services are available, and so on.
  2. At the same time, It was also not optimal for specific keywords that indicated high intent and a warmer audience. The warmer audience needed to know which files to send, the steps in the order process, when they can expect the delivery, and so on.

The website is very detailed, but it’s hard for the visitors to find the information they need. There is no single dedicated place with all the necessary information. Instead, the website offers information on multiple pages and requires a lot of time and effort from interested visitors.

Landing pages

Our strategy was to create dedicated landing pages for every client’s service. This strategy allowed us to structure the landing pages in a way that was more focused on providing the correct answers at the right time. Every section had a specific purpose and covered cold and warm audience-specific information. 

 

This additional step in the funnel gave the potential customers the chance to collect all the necessary data before they click the CTA button, “Request a quote,” which would send them to the appropriate website form for that specific service.

The Results

Diligent increased Rush PCB’s volume of leads in the first month by 42%, and we confirmed the hypothesis. Dedicated landing pages help warmer audiences get the information they need faster. 

They also helped the colder audience understand all the benefits and proceed to the website to investigate even more.

Overall, the landing page strategy enabled the users to move more quickly through the funnel, which supported the increase in the number of leads.

The joint effort of the PPC, Web Analytics, and CRO team was a complete success. Together we bought a 182% lift in conversion rate through dedicated landing page creation, proper tracking setup, and granular Google Ads search campaigns. 

We also detected an X% higher Form Started to Form Submitted Conversion Rate, indicating that the landing pages provided necessary answers that a potential lead could have before making an order.

One last metric was the X% lower Website Form Bounce Rate. We confirmed through recording sessions that users stopped wandering around the website looking for information. Instead, once they decided to start filling in the form, it was more likely that they would finish the order. This is directly linked to the landing page dedicated approach.

 

Oh, but there’s more. Learn more about the PPC case story.

The Conclusion

Every business owner needs to understand the thought process in the customer’s mind. Are they getting all the necessary information at the right time? How interested are they if they visit the XY page? What does it mean when they abandon the XZ page? 

All the actions on the website are clues, and we should never forget to look at what they tell us about the visitors.

Also, sometimes even offline behavior like an increase in phone calls can tell us something is off with the online side. Does it have anything to do with the website? What are the callers asking? Do they report issues with the process or the website?

In the story of Rush PCB, we saw how a granular landing page strategy could make a difference. Making sure that the customers get everything they need in the decision-making process can boost the PPC campaign performance, increase user satisfaction and bring more qualified leads.

Your business can only grow and expand, and your customers will receive the best possible experience from you, positively affecting your brand image, reputation, and success.

Contact us today for a free consultation, and let us show you how we can help improve your business.

Key improvements

To grow RUSH PCB, we focused on:

  • Keyword level optimization
  • Negative keywords
  • Bidding strategies development
  • Product feed optimization
  • GA4 Setup
  • Up-sell & cross-sell campaign
  • Ad Testing & Improvement
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