Honka is the leading manufacturer of energy efficient custom built homes, solid timber houses, single residential houses, eco-friendly houses and leisure homes. Founded in Finland, their website is now in nine languages.
A major marketing channel for Honka is distributing their catalogue to prospective customers and building up their customer base. One of the main goals of the website is driving visitors to sign up to receive the catalogue in the mail. They therefore decided to use ClickTale to help convert more of their visitors to sign up. To reach this goal they analyzed and improved two key elements:
1. The link from the homepage leading to the ”free catalog form page”
2. The “free catalog form page” (layout, form and content).
The Home Page
The Catalogue Sign Up Page
Using ClickTale’s Form Analytics, they discovered that the conversion rate of the form was only 5.16%. More than 67% of the visitors left the page without interacting and 27% gave up after interacting with it. The data highlighted that the form was too complex, with visitors struggling to find the key information or benefits to convince them to complete the form. Some of the fields were not absolutely necessary and were causing visitors to drop off such as asking for their budget. Additionally, the Scroll-Reach Heatmap showed that the form was so long that many visitors never scrolled down to the end. In other words, it was far too long!
Honka revamped the whole page and form layout. The main changes were:
- Reduced the fields to the minimum (and reduced page length at the same time)
- Improved the submit button (contrast color, size and anchor text, thumbnails)
- Added some pictures next to the form in order to influence the “desire”
- Removed some distractions on the page (e.g. menu, bottom links)
- Added reassurance elements.
Honka managed to make huge improvements to the clickthrough rate from the homepage to the free catalogue sign-up page as well as the completion rates on the form.
- The percentage of visitors clicking from the homepage to the form rose from a disappointing 0.3% to a much improved 11.2%.
- By revamping the entire form. The new and improved version increased conversion rates by a staggering 410%.
Credit Where its Due:
This case study was prepared by Hadrien Montagnac from VISIPLUS, ClickTale´s Certified Partner Agency in France. Visiplus est une agence conseil en référencement et Web marketing. Depuis 2002, nous accompagnons nos clients dans leur stratégie de visibilité sur le Web en leur proposant des solutions de marketing digital orientées conversion ainsi que des formations dans les différentes spécialités du e-Marketing. www.visiplus.com
ClickTale®, the enterprise leader in Digital Customer Experience, enables businesses to maximize revenues by optimizing the way people experience the web and mobile. ClickTale’s comprehensive solution features the industry’s most innovative heatmap technology, playback of individual-user browsing sessions and Customer Experience Consultants dedicated to your success. A ready-to-use SaaS solution, ClickTale effortlessly integrates with web analytics, testing tools and any infrastructure to reveal how users really interact with your site. ClickTale creates revenue-winning customer experiences for over 100,000 businesses worldwide, including many Fortune 500 companies. ClickTale is committed to making the digital world more enjoyable for people and more lucrative for businesses. For more information, visit www.clicktale.com.
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