CASE STUDY
CONVERSION RATE
MAXIMIZE
ONLINE CONVERSIONS
With Continuous CRO Testing
CASE STUDY
CONVERSION RATE
Fire Protection Company Doubles
Website Contact Form Submissions
THE PROBLEM
THE SOLUTION
Since starting services with Blue Corona in April 2010,
Blue Corona decided to perform conversion rate testing
Kauffman Co. (a privately-owned fire protection company
on the fire protection company’s sidebar contact form. We
serving the Houston, TX area) has become a leading online
detail two tests we’ve done so far below—one a “failure” and
authority for information on fire protection services and
one a “success”.
systems—just from organic traffic alone, they’ve gone from
272 visits to their blog in April 2011 to 1,573 visits to their
blog in April 2014 (that’s a 478% increase!).
Test 1: To increase the percentage of sidebar contact form
submissions, we first tried moving the form up higher on
the webpage so that it was above the fold and more visible
But blog traffic alone doesn’t help a company grow; it
to people with smaller screens/people who maybe weren’t
doesn’t buy new truck wraps; it doesn’t hire new service
scrolling down the page.
techs. What does? Leads and sales. Our goal for 2014 was
to increase online leads from www.kauffmanco.net by 15%
compared to 2013. Since Kauffman Co. dominates the
local rankings for almost all of the company’s services,
we needed to increase the conversion rate of users
• 50% of all visits to the website saw the Control (contact
form in current location)
• 50% of all visits to the website saw the Test (contact form
moved up higher on page)
already on the website.
THE RESULT
What’s a Good Conversion Rate,
Anyway?
There’s a lot of debate as to how well websites can
convert their users. We’ve found that the best B2B
service companies, like fire protection companies, can
After two weeks of running the test, we saw no statistically
significant winner, or any potential for a win either way. So
we decided to try another test. Clearly, the positon of the
form didn’t matter and we needed to try something else to
gain more conversions online.
expect visit-to-lead conversion rates around 5%. The
Test 2: Next, we tested the call-to-action (CTA) of the
sidebar contact form for www.kauffmanco.net currently
contact form. We decided to test a phrase that was more
was only converting at 1-2%.
enticing to encourage more people to fill out a sidebar form:
BLUECORONA.COM
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CASE STUDY
CONVERSION RATE
• 50% of all visits to the website saw the Control (the CTA read:
“REQUEST SERVICE ONLINE HERE”)
• 50% of all visits to the website saw the Test (the CTA read:
“Get a Quote”)
THE RESULT
The test variation (“Get a Quote”) produced 9 more conversions
than the control at a conversion rate of 3.51%. The conversion
rate increased by 113% with our test variation’s call-to-action.
We’re well on our way to achieving the client’s goal of increasing
online leads by 15% in 2014, but that achievement won’t stop us
from continuing to push the boundaries of using this website as
a qualified lead generator. In fact, while you’re reading this, we’re
likely testing another facet of www.kauffmanco.net to see if we
can increase their conversion rate even more!
ABOUT BLUE CORONA
Learn more about how we can help you create a highly-effective
online presence, accurately track your advertising results, and
TAKEAWAYS
use content marketing, search engine optimization (SEO), pay-
Conversion rate optimization is a process, not a one-time test or
per-click (PPC), web design,and conversion rate optimization to
improvement. At Blue Corona, we believe that you can always
get more leads and sales for your business from the web.
do better when it comes to your onsite metrics (including visits,
time-on-site, conversion rate, and anything else you can track!).
Founded in 2008, Blue Corona is a data-driven online
marketing company that helps businesses accurately measure
and track their advertising efforts to generate more leads and
sales from the web. For each client, Blue Corona implements
inbound internet marketing strategies such as pay per click (PPC)
advertising, search engine optimization (SEO), online lead generation, ad tracking, conversion rate optimization, and website
redesigns. Blue Corona was ranked on the Inc. 500 list in 2012
and again on the Inc. 5000 list for 2013 and 2014. The company
In this case study, we detailed two tests that we conducted as
has offices in both Gaithersburg, MD and Charlotte, N.C.
part of Kauffman Co.’s conversion rate optimization process. Not
Call us today at: 800-958-5797 or follow us:
all conversion rate tests will work how you expect—in most case
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studies, you won’t read about the “failed” tests. We included
them because we don’t consider them failures. After all, conversion rate optimization is more about what you learn in the
process and how you continue to improve the performance
of a website.
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