Rack Express is a special case for Globe Runner because their success story represents how a relatively minor change in content can lead to a broad scale shift in results (in this case, a positive result).
Rack Express signed on with Globe Runner with the intent to improve the number of leads they generated through the quotation form on their website.
Since Google’s Pigeon update, search results for localized searches and services have gone hyper-local benefiting small businesses by neighborhood and city. However, for large service oriented business like Buzz Custom Fence, that had the capability and resources to service areas far beyond their main office location, this proved to be a big challenge. To be visible in Dallas search results, now required an office in Dallas. The Dallas Fort-Worth Metro is comprised of multiple cities, with Dallas, Fort Worth and Arlington being the largest in population. Buzz’s single showroom in Fort Worth meant they ranked well in Fort Worth but were non-existent in the other major areas they served. Their goals in partnering with Globe Runner were to expand organic rankings outside of Fort Worth to the surrounding cities in North Texas. They were also looking for guidance on paid advertising opportunities as they had current Adwords campaigns through a bulk management agency and subscriptions with sites like Yellow Pages and Angie’s List but weren’t sure how much those campaigns and subscriptions benefited them.
Globe Runner, with a little bit of creativity and a good deal of insight, simply changed the phrase “get a quote” on the client’s homepage to “build a quote” which then led to a 34% increase in the conversion rate. A one-word change packed a big punch for Rack Express, evidence that testing, fiddling and restructuring are essential processes in digital marketing. With the addition of other changes to callouts on the homepage, that positive trend has continued to the present, as pictured in the following graph.
The takeaway here is simple. Since each of our – numerous – client success stories start with a unique problem, they need a unique solution to get ahead. For web conversions, it’s clear that words work. Be it A/B testing inside the agency walls, or improvements to your in-house content marketing, sometimes you have to shake things up to get your target audience’s attention.
While you may not need a complete overhaul of your website’s language, a few fresh turns of phrase or even a strategic word change in your CTA can send your conversion rates soaring. Even a twenty-point jump like the example above can translate to huge sales and increased revenue. Variation testing websites like VWO (see graphs above) provides the data you need to track your progress and drill down to see where your content strategy is succeeding and where it could still use some tweaks.