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How We Added 119% More Leads for High Voltage SEO with A/B Testing (Case Study)
Are you struggling to grow your agency's leads or clients?
As an agency owner myself, I know firsthand the difficulty of finding qualified leads and nurturing them into clients.
But what if I told you - you could potentially double your leads without spending another dime on SEO traffic, paid ads, or referrals?
That's exactly what we did for High Voltage SEO, an award-winning SEO agency based in Phoenix, Arizona, with offices worldwide.
And the best part?
We didn't spend a dollar on customer acquisition.
In today's case study, I'll show you exactly how we increased leads by 119% for High Voltage SEO with the power of A/B testing.
(make sure to stick around as I'll show you the proof and our exact process)
HVSEO's CRO Challenges
Co-founded by Kyle Roof, High Voltage SEO is an established agency that attracts many of its clients from word-of-mouth and referrals.
The agency's website, however, was not turning clicks into clients at a satisfactory conversion rate.
That's where we stepped in to help...
Our CRO Solutions
At Convert Better, we take a personalized approach for every client and always start by getting to know their business, priorities, goals, and timelines.
After meeting with Julia Munder, general manager of HVSEO, we started the process of collecting detailed user data using Microsoft Clarity to better understand the customer journey and identify potential pain points.
This process involves analyzing heatmaps on desktop/mobile and watching dozens, even hundreds, of session recordings to find out what users are looking for, why they're dropping off, and what might convince them to convert into customers.
Using Microsoft Clarity to Analyze Heatmap and Session Recordings
It was exactly during this CRO process that we noticed an unusual pattern.
A number of highly engaged users were dropping off the booking page (where prospects can schedule a sales appointment) after showing strong interest on the homepage, services pages, or blog posts.
To us, this didn't square up - so we took a closer look at the booking page and recommended running a split test between the original page and a revamped version that was designed specifically for conversions.
The results will surprise you - let's take a look!
The Test Results Are In...
Split Test: +119% Leads on Booking Page
For background, a split test is a simple A/B testing method where traffic is "split" between two URLs in order to determine which one converts better. (pun intended)
In this case, we ran a split test between the original booking page ("control") and a redesigned version ("variation") that featured a compelling headline, detailed sales copy, additional social proof, and more testimonials.
Now, let's take a quick look at both versions below:
Original Booking Page
Redesigned Booking Page
Let's discuss the main differences between the two pages:
- Header Menu: hidden on the variation page, reducing user distraction and focusing their attention. This strategy is commonly used on checkout pages.
- Headline: the variation has a descriptive and more compelling headline, along with better visual contrast. "Free SEO Strategy Session" helps users better understand the value proposition, while "Book Your Call" doesn't.
- Sales Copy: the variation includes supporting sales copy that explains why prospects should book a call and what's in it for them, increasing their likelihood to book an appointment.
- Calendar Form: the calendar form is 100% visible above the fold on the variation, making it easier to select a date & time without scrolling. Remember, the easier you make it for users, the more likely they are to convert!
Now, for the actual results - using Visual Website Optimizer (VWO), our preferred A/B testing software, we ran this split test for 30 days and recorded a 119% improvement over the original with 99% statistical signifiance.
Split Test Results
That's over double the number of leads in only 30 days! 🚀🚀🚀
(and we didn't spend an extra dollar of their marketing budget)
In addition, the redesigned page received 7 more contact form leads compared to the original page.
Contact Form Leads
Now, it's important to discuss the limitations of every A/B test as well.
In this case, the test had a small sample size of only 231 visitors (due to limited traffic).
However, the magnitude of the improvement (+119%), test duration (30 days), and signifiance level (~99%) all confirmed the variation was the clear winner.
So, how would you like to double your agency's leads?
Get in touch with our CRO team to learn how we can scale your agency with our proven A/B testing methods.
A/B Test #1: +78% Email Sign-up's on Lead Magnet
In addition to the booking page, we ran a number of simple A/B tests on HVSEO's lead generation pages as well.
For example, we saw a 78% increase in clicks on this email lead magnet landing page with only one small tweak.
Can you spot the difference in the screenshots below?
Control Page
Variation Page
That's right - we only changed the CTA button color between the two pages.
On the control page, notice how the CTA button blends in with the other elements like the headline and image.
However, on the variation page, the CTA button stands out more prominently thanks to the high color contrast.
Remember, your users need to be guided to the conversion point - the easier it is for them, the more often they'll convert!
And that's exactly what we saw here - a 78% increase in CTA button clicks (now, if only my stock portfolio can do that).
A/B Test Results
We ended this A/B test after only 7 days and 653 visitors, as we felt the magnitude of improvement (+78%), statistical signifiance (99%), and sample size (500+) were sufficient to determine a winner.
A/B Test #2: +150% CTR on SEO Services Page
Our last example comes from a dedicated landing page for SEO services.
The challenge?
A very low conversion rate - despite a compelling headline and sales copy.
In this test, we focused again on the CTA button by testing a different copy, "Get Started", vs. the original "Book a Call".
The premise is that a lower commitment CTA is likely to perform better in situations where users haven't yet decided whether they want to purchase your product or service.
Asking users to "Book a Call" requires a high level of commitment - they need to be ready to schedule an appointment - which may deter some prospects from proceeding further.
Control Page
Variation Page
The results really speak for themselves - we saw a 150% increase in CTA button clicks from this simple change.
A/B Test Results
However, I'd like to note that our results were limited by low traffic volume, which made it difficult to reach statistical signifiance.
The low conversion rate (0.70% to 1.76%) also hindered our progress, as we only observed 8 conversions out of 756 visitors, increasing the risk of randomness or spurious correlation.
In the end, we decided to accept a 90% threshold for statistical signifiance as the magnitude of improvement was comfortably over 100% and we had run this A/B test for over 75 days.
What's 2x The Leads Worth To Your Business?
After a few months of A/B testing, we delivered our findings to the marketing team at High Voltage SEO, who were thrilled to see a 119% increase in leads on their booking page.
From the general manager of HVSEO,
Tom has been accommodating, tailoring his services to meet our specific needs. I truly appreciate his professionalism and dedication to achieving the best results. Highly recommend!"
General Manager, High Voltage SEO
I'd like to close this case study by asking you, "what's 100% more leads worth to your business?"
If that sounds like an interesting number, get in touch with our team to learn how we can help make it a reality.
Unlock New Revenue Opportunities with Our White Label CRO Services
Is your agency looking for new revenue opportunities or white label partnerships?
At Convert Better, we offer collaborative and customizable white label CRO services for eCommerce, SaaS, local businesses, and more.
Contact our team to learn how we can provide your agency with a profitable, scalable, and low maintenance CRO service for your clients.
As you've seen in our case study with High Voltage SEO, you can potentially double your business without spending a dime on traffic, with just a few simple CRO tweaks backed by our proven A/B testing methods.
For a limited time, we're offering all our agency partners complimentary A/B testing for your agency websites.
Because when you convert, we convert! 💯