CASE STUDY: 80% Lift in Qualified Leads From Simple Changes


Business Problem: Only 1% of website visitors became leads, far below expectations.

Client: B2B selling medical devices
Website Goal: Drive leads

Business Problem

Only 1%  of website visitors became leads, far below expectations. The website had been redesigned based on user research  with clinicians (the target audience). The client wanted to know why the redesign failed and how to fix it.

The redesign was based on user research, where clinicials had said that:

  1. They probably wouldn’t go to the website but would send office staff instead
  2. The website should be simple and make it easy to request a sales rep call.

KnowClick Insights from Actual Visitors

1. Visitors were far more likely to be clinicians than expected. What clinicians said in user research was vastly different from what they actually did. Despite suggesting that the website should be simple, clinicians abandoned due to the lack of in-depth information on the product (such as clinical trial results and patient outcomes).

2. Clinicians who recently started learning about medical devices converted far below their potential. Why? Because they wanted to talk to a technical expert about the product but the lead form only offered the ability to request a sales rep meeting.

Recommendations

  1. Add a new lead gen path which offers a consultation with a technical expert.
  2. Add product content to the website, especially on device performance in clinical trial results and how this would help their practice.

Impact

Qualified lead generation increased 80% after the client implemented the recommendations. This also enabled the client to expand formerly marginal campaigns.

So, how did we do it?

1. Launched an arrival and exit survey. Adjusted the results for bias, since clinicians were less likely to take the survey than others. Response rate was 6%.

2. Tracked and connected the website behavior of each person to their survey responses.

Our clients have allowed KnowClick to share this information on the condition that their name (and sometimes industry) is not included.

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