Analytics identified under-performing PPC landing pages with lower than expected conversion rates.
There was an appetite to optimize and update UX to increase leads on these landing pages, but Seer and the client wanted deeper insights into the way users were behaving on the site to inform these changes before devoting resources.
Our first step was to understand the why behind under-performing conversion rates on one specific PPC landing page.
Since the form was located below the fold, our goal was to find out how many users had actually viewed it vs. how many left the page without scrolling far enough.
Analyzing scroll tracking we implemented on the page, we found that more than half of all users weren’t scrolling beyond the 25% mark. This meant the majority of people weren’t seeing the form.
Analytics also revealed that most users would leave once an auto-play video started and others would exit after scrolling far enough to see the company awards section.
Since the content on the page wasn’t providing value to potential leads, they were quickly leaving the site.
Additionally, less than 1% of users clicked on the button that would take them to the form.
People simply weren’t seeing the button (or were aware that it was even there) due to it not contrasting against the background.
We crafted testing recommendations from our user experience analysis that addressed the core problems we knew users were facing on the page: