Our client, a mortgage lender, struggled to generate a sufficient number of home loan quote requests through their website. Their existing website lacked a strong call-to-action (CTA) and the lead capture form was suboptimal.
Challenges
The primary challenge was to increase the number of home loan quote requests generated through the client’s website. Specifically, the client aimed to:
- Improve website conversion rates
- Increase visibility through paid search advertising
- Generate high-quality leads at a reasonable cost
Solution
To address these challenges, we implemented a comprehensive digital marketing strategy focused on Conversion Rate Optimization (CRO) and Google Ads.
Conversion Rate Optimization (CRO)
- CTA Enhancement: We made the quote request button more prominent on the homepage and strategically placed it within relevant blog articles and website pages.
- Form Optimization: The quote request form was streamlined into a three-step process with a progress bar to enhance user experience. Additionally, a slider was added to address common questions, reducing form abandonment.
Google Ads
- Keyword Research: We conducted in-depth keyword research to identify high-performing search terms related to home loans and refinancing.
- Ad Creation: Compelling ad copy was developed to highlight the value proposition and target a specific California audience.
- Landing Page Optimization: A dedicated landing page was created to capture leads effectively, without distractions from website navigation.
Results
Our combined CRO and Google Ads efforts yielded impressive results.
- Lead Generation: We generated approximately 170 leads within a ten-week period, representing a remarkable 142.86% increase compared to organic lead generation.
- Google Ads Performance: The Google Ads campaign delivered an average cost per lead of $11, demonstrating efficient ad spend.
- Improved User Experience: The CRO initiatives enhanced website usability and reduced form abandonment rates.
The client was extremely pleased with the significant increase in home loan quote requests. The influx of qualified leads has had a positive impact on their business.
Conclusion
By implementing strategic CRO and Google Ads tactics, we successfully helped our client achieve a substantial increase in home loan quote requests. This case study demonstrates the power of a well-executed digital marketing strategy in driving lead generation and business growth.