Conversion Rate Optimization Case Study

Precision Urethane

Houston, TX

Download Case Study

Project Type

Integrated Internet Marketing Program

How We Helped

  • Search Engine Optimization
  • Conversion Optimization
  • Website Analytics
  • Pay Per Click

Project Overview

Integrated Marketing Strategies

Precision Urethane & Machine, Inc is a manufacturer of custom molded urethane parts. A TopSpot customer since 2004, they started utilizing our integrated marketing strategies and began SEO services in 2008. The SEO Specialist and Conversion Optimization Specialist collaborated to change the way the users interacted with the page. This led to a 186% increase in conversions on the page.

186
%
increase inform submissions
14
40

Challenge

The Urethane Sheets page was underperforming with a lower than site average form conversion rate. The page consisted of content and a table with a stock sheets list (beneficial, SEO friendly content), yet the engagement with the table wasn't measurable. Users would still have to manually put their sheet specifications into a quote form.

Solution

The team's idea: remove the chart and allow the user to select their sheet requirements. The selection would then transfer to the Request for Quote form. The page was receiving traffic for so many variations of polyurethane sheets, that it was important to consider searches that included thickness, sizes or polyurethane hardness. These variations are incorporated into the selections on the form and are accessible to the search engines. Therefore, the SEO value was not compromised by removing the table.

Results

The redesigned utility and call to action has been a success: resulting in an impressive improvement in the conversion rate of the page. This simple yet effective change showcases the benefit of having a Customer Relationship Team working together to improve a website's user experience.

175
%
Increase In On PageForm Conversion Rate

The redesigned utility navigation and call to action has been a success: resulting in an impressive improvement in the conversion rate of the page and a 127% increase in overall website leads as well. 

Services Provided

1.64
%
Before
4.51
%
After
Contact Us
Let us know how we can help.

Tell us about your business.

Let's Get To Know You

Answer these 3 questions to find out which TopSpot services can benefit you and your company.

1

What industry are you in?

2

Which solutions of ours are you interested in learning more about?(select all that apply)

3

Who is currently managing your website's marketing efforts?

We are a great fit!

Please submit your email and a Digital Strategist will be in touch shortly!


Would you like to have our latest case study & other helpful resources sent to your inbox?