Even as the client decreased spend on print advertising and DM driving to the site, resulting in lower overall traffic, website conversion rates increased. In short, the new web design compensated for the smaller number of visitors by more quickly guiding them to lead capture.
Stronger offers that were more relevant to site visitors (and more reflective of where they were in their purchase journey) yielded more leads.
17% of all who convert on the site have used the Homefinder tool. These users are predominantly 55+ (Traditions of America’s target) and also are 23% less likely to exit the site than the average visitor.
eBrochures had previously been specific to community pages; now the offer was made on every page. Requests went from a total of 0 in 3 years to 1,290 in the first 10 months after site re-design.
Nearly 7,000 prospects have visited or experimented with the Interactive Floor Plan system, with a 3% conversion rate for registrations. The tool has had a direct correlation to sales.
The number of sessions by mobile device users has increased. The number of goal completions by smartphone users is up 105% over the previous year.