GOING ABOVE AND BEYOND TO IMPROVE SEM CONVERSION RATES OVERVIEW
SUCCESS
CableMover is a facilitator in the telecom space that provides marketing knowledge and industry scale to help its members manage strategic collaboration, grow their business, and drive collective success. In the digital space, the company guides prospective consumers to a centralized website, which acts as a lead-generation portal and, subsequently, redirects to the most appropriate member. Goodway has managed CableMover’s search campaign for several years and has consistently provided excellent customer service in addition to great performance.
We impressed Bright House and CableMover by going above and beyond the normal scope of a search campaign and evaluating the customer experience to check if the website was part of the issue. Our recommended changes led to a 30% increase in lead conversion rate quarter over quarter and a 311% increase in sales conversion rate.
PROBLEM One of the telecom providers, Bright House, had a much lower lead conversion rate and a lower sales conversion rate than the rest of the providers. Our SEM team investigated to see what could be causing this issue.
SOLUTION After confirming the correct campaign set up, the SEM Analyst concluded that there might be an issue with Bright House’s website. We tested their buying process by posing as a potential customer and following the customer experience. We found a few issues: • Users’ addresses weren’t carried over to Bright House’s site from the CableMover site • The date could not be changed when scheduling an installation online • Some online orders redirected to an error page after completing the ‘schedule & review’ step We presented these issues to Bright House, who was not aware of these problems with their path to purchase. They implemented fixes and saw an uptick in performance.
16H
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12% 10% 8% 6% 4% 2% 0% LEAD CONVERSION RATE
SALES CONVERSION RATE
2ND QUARTER
30.45% 311.30%
3RD QUARTER
LEAD CONVERSION
SALES CONVERSION
To learn more about how Goodway’s customer service can improve your bottom line, contact us at info@goodwaygroup.com.
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