Despite strong traffic volumes and high brand awareness, conversion rates on our digital platforms were lower than expected. As a performance-driven marketer, this was a challenge I needed to take on, as digital campaigns without conversions meant wasted marketing budget. Our digital websites had a high drop-off rate, and fixing this was critical to our digital goals.
My Strategy
I resolved the challenge through a data-driven approach. Beyond analysing data from Google Analytics, I deployed 2 heatmaps, Hotjar and Microsoft Clarity on the website through Google Tag Manager to know users behaviours when they navigate the landing pages. I wanted to know how users were clicking, moving, and dropping off on the landing pages. This data revealed the friction points.
Next, I championed the integration with Google Optimizely to experiment with landing page designs, headlines, and CTAs. I then worked with the product and user experience team to build a new landing page for an A/B test.
With data, I made changes to the landing page content, rewrote the headlines, changed placements of CTAs, and reduced the quote form.
Tools & Technologies
- Hotjar and Microsoft Clarity for Heatmap Analysis
- Google Optimizely for Landing Page Optimization & A/B testing.
- Google Analytics for website measurement
Business Impact
- Reduced website dropoff rate from 93% to 78%.
- Bounce rate dropped from 83% to 41%.
- Conversion rate improved by 345% (0.33% → 1.47%).
- Grew monthly insurance sales by over 70%, increasing revenue from ₦70 million (£116,667) to ₦120 million (£200,000)
What This Taught Me
Conversion Rate Optimisation (CRO) is a key part of digital strategy, and it must be a continuous and evolving strategy to maximise the return on ad spend and increase share of wallet from the target audience.
Digital marketing success will come from listening to users, testing hypotheses, and fast iterations.