Problem Statement
A client with several local birth centers removed files from their server that were generating unqualified traffic from outside of the United States. These files had previously been responsible for driving tens of thousands of non-converting monthly sessions. The removal of these files had a detrimental impact, causing a 75% drop in Organic search sessions for the first half of 2022.
Although the traffic lost was unqualified, the noticeable traffic drop was disconcerting. To balance the loss in Organic sessions and increase opportunities to engage with expectant parents, our focus immediately shifted to optimizing the qualified traffic visiting the website by exploring ways to convert more users.
Goals and Objectives
- Mitigate the impact of the reduced traffic by maximizing user conversions.
- Achieve higher conversion rates to offset session losses and maintain profitability.
Strategies and Tactics
- Conversion Rate Optimization (CRO) Experiment: Leveraging Google Optimize, we tested changes to the website’s CTAs. The main focus was on the “Deliver here” menu CTA. The hypothesis was that a color change could significantly enhance visibility and user interaction.
Results and Metrics
The outcomes of our efforts were substantial and positive:
In less than 30 days of running the CRO experiment, the variant with the color change achieved:
- Test Find a Provider conversion rate 36% higher than the control.
- 25% more Find a Provider conversions with the test than the control.
- Test Virtual Tour conversion rate 10% higher than the control.
- 11% more Virtual Tour conversions with the test than the control.
Financial Implications
Based on the increased conversion rate, it’s expected that 3,024 more Find a Provider conversions per month (or 13,166 annually) will be realized. Using Google Ads conversion cost as a basis, this translates to a value of $45,239.04 per month or $196,215.36 annually.
- Projected individual value of additional Find a Provider goal completions = $3K.
- Projected total value of additional Find a Provider conversions per month = $45K.
- Projected total goal value of Find a Provider conversions over the next 12 months = $197K.
Conclusion and Learnings
- The Power of Color: The experiment underscored the importance of color psychology in digital interfaces. The right color can significantly influence user behavior, as evidenced by the orange CTA which improved user engagement and conversion rates.
- Maximizing Value from Existing Traffic: Even with reduced traffic, it’s possible to maintain or even increase profitability by optimizing conversion rates.
