Case Study: 50Floor
41% increase in lead gen conversion rate
As a local service company, 50Floor is naturally interested in continually improving lead gen conversion rates. Intrepid’s CRO experts collaborated with the Paid Media Team to achieve significantly better conversion rates and a 25% decrease in bounce rate.
Challenge
50Floor is one of the country’s leading home flooring companies. While their partnership with Intrepid’s Paid Media department was yielding great results in traffic and revenue, they turned to the agency’s CRO department to help boost lead generation conversion and reduce bounce rate.
Strategy
Intrepid started by collaborating with the Paid Media team to uncover huge opportunities for conversion lifts by optimizing the “Schedule Appointment” lead generation form. They performed a CRO/UX audit on the form’s intake flow, as well as the UX of the entire page.
Hypothesis
The team hypothesized that they could lift the conversion rate by restructuring the steps in the lead gen form, breaking up more involved tasks, and putting easier items first to reduce friction. They also optimized the form header’s visual UX and messaging to reduce the cognitive load of the entire page experience and make it more inviting to prospects.
Results
Diligent A/B testing (and working through a few technical challenges) yielded a 41% lift in form submission conversion rate and a 25% improvement in page bounce rate.
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