79% More Leads: How We Increased Conversions Without More Traffic

Boosting Lead Conversion: A Case Study with China Expat Health

This case study details how we implemented conversion rate optimization (CRO) strategies, guided by thorough research, to achieve a 79% increase in lead conversion rates for China Expat Health, a company specializing in lead generation.

The image illustrates the mobile website's evolution. The left-hand side, marked "before," represents the control version ("A"), while the right-hand side, labeled "after," showcases the optimized page ("B").

The A/B Testing Methodology

A split test, commonly known as an A/B test, was performed. Website traffic was evenly distributed between the two versions.

The results demonstrated 95% statistical significance, confirming the effectiveness of the implemented changes. Further details regarding the specific modifications are provided below.

Key Changes and Their Impact

Our approach focused on data-backed improvements to enhance the user experience and encourage lead submissions. The following outlines the core adjustments made to the website.

• Headline Optimization: The primary headline was rewritten to more directly address the target audience’s needs.
• Value Proposition Clarity: The benefits of engaging with China Expat Health were articulated with greater precision.
• Form Simplification: The lead capture form was streamlined, reducing the number of required fields.
• Call-to-Action Enhancement: The call-to-action (CTA) button was redesigned and its placement optimized for increased visibility.

These changes, while seemingly minor individually, collectively resulted in a substantial improvement in lead conversion performance. The focus was on maximizing the impact of existing traffic, rather than solely relying on increased website visits.

By prioritizing user-centric design and employing a rigorous testing methodology, we were able to deliver significant results for China Expat Health. This demonstrates the power of CRO when applied strategically.

Enhancing Headline Impact for Increased Conversions

The initial headline, “Health Insurance in China,” while informative, lacks a strong incentive for potential customers. An expatriate seeking health coverage in China will recognize the relevance, but the headline doesn't immediately establish a reason to select this particular provider.

The revised headline, “Save Up to 32% on Your Health Insurance in China,” presents a clear and attractive benefit. This is further reinforced by supporting evidence – the number of satisfied customers and a highly-rated testimonial (a static testimonial is preferable to a rotating carousel).

Following the principles established by direct response marketing pioneer John Caples, it’s crucial to capture attention instantly. Readers won't dedicate time to deciphering a message's meaning.

Numerous case studies in Conversion Rate Optimization (CRO) demonstrate that a compelling value proposition is the most impactful element for driving conversions. The headline is the optimal location for this, as it receives five times more views than the body copy.

Direct response marketing research consistently shows a correlation between the use of the word “your” in headlines and improved conversion rates, which is why it was incorporated into this version.

Key Takeaways for Headline Optimization

• Value Proposition: Clearly state the benefit to the customer.
• Evidential Support: Back up claims with data and social proof.
• Conciseness: Capture attention immediately.
• Personalization: Utilize words like “your” to engage the reader.

Prioritizing headline testing is paramount; it represents the single most effective change you can make to improve a page’s performance.

Mobile-First Design Principles

The majority of web traffic now originates from mobile devices. Therefore, prioritizing mobile design over desktop is crucial.

Avoid solely depending on your responsive web framework for mobile rendering. This can lead to inefficient use of screen real estate and a suboptimal arrangement of essential components.

Benefits of a Mobile-Centric Approach

Developing for mobile first ultimately enhances the desktop experience as well.

Designing within the limitations of a smaller screen compels focused consideration of the most vital elements and their prioritization.

Optimizing for Mobile Users

• Prioritize Content: Focus on delivering the most important information upfront.
• Streamline Navigation: Ensure easy and intuitive mobile navigation.
• Optimize Images: Reduce image file sizes for faster loading times.

A mobile-first strategy isn’t simply about resizing; it’s about rethinking the user experience for smaller screens.

This approach ensures a more effective and user-friendly website across all devices.

A Focus on Functional Design

Initial feedback on the two design iterations frequently favored the original version; however, this overlooks the primary objective. The aim is to generate a greater volume of leads while simultaneously decreasing the cost per lead, rather than prioritizing visual appeal.

The role of a marketer is arguably second in difficulty only to that of a football coach. Professionals in fields like engineering, medicine, law, nursing, and accounting generally enjoy the benefit of having their work assessed only by qualified individuals.

Marketing, however, is different. Nearly everyone feels entitled to offer strong opinions, often citing anecdotal evidence – such as a distant relative’s dislike of a particular design element – as justification for changes.

Thankfully, Conversion Rate Optimization (CRO) specialists can rely on A/B testing to provide definitive, data-driven proof of a version’s effectiveness in boosting revenue or lowering lead acquisition costs.

When designing landing pages intended to drive revenue, adhering to the principles of the Bauhaus design aesthetic is highly recommended. This philosophy prioritizes functionality over ornamentation, believing that form should always follow function.

The improved version featured a more prominent placement of the primary interaction element – the form – ensuring its visibility on the initial mobile screen view. It also offered a clear promise of immediate benefit: users could quickly obtain price quotes by simply specifying the number of individuals to be insured.

Working in tandem with a compelling headline that encourages visitors to discover potential savings, this approach heightened curiosity and encouraged continued engagement. Although completing the form required a few additional inputs, the majority of users who began the process successfully finished it.

The Impact of Conversion Rate Optimization

Implementing conversion rate optimization (CRO) strategies, grounded in research, led to a substantial 79% increase in landing page conversions when targeting pay-per-click (PPC) traffic.

This significant improvement directly resulted in a lower cost per lead for the organization.

Consequently, the company was able to increase their bids for each click, ultimately boosting their total monthly lead volume.

CRO possesses the potential to fundamentally alter a business's performance in this manner.

The Power of Data-Driven Optimization

The success achieved demonstrates the value of basing optimization efforts on solid research principles.

By focusing on user behavior and data analysis, it’s possible to identify areas for improvement that yield substantial returns.

A higher conversion rate allows for more aggressive bidding strategies in PPC campaigns.

Transformative Business Effects

The ability to secure more leads at a reduced cost is a powerful advantage.

This allows businesses to scale their marketing efforts and accelerate growth.

Conversion rate optimization isn't merely a tactical adjustment; it can be a truly transformative force.