Briefly about the client company:

Specialising in the sale and installation of gates, fences

Operational since 2008, with a website developed and active since 2017

Situation at the start of the campaign

The first thing we found out about the company is that it operates an ill-conceived website. There is no phone number or email to contact you when you log in. To be more precise, this information is there, but completely hidden from the potential customer, at the very bottom of the website. Similarly, filling in an application form and finding out the price of a product requires a lot of fumbling and wandering around several sections of the website until you get what you want. Naturally, the data reflects a nearly 86% bounce rate from the Google Ads source – meaning that 86% of the time, visitors have come to the website and left without looking at any other part of it or taking any other action.

Example with real data (before we started optimising)

Average monthly spend around €250-350

Average number of conversions per month ~ 1-3 requests, 3-7 calls

Cost per conversion (cost/conv.) ~ 35,16 EUR

Bounce rate from Google Ads: 85.66%

Solutions

How did we get the company to work at full capacity and reach its potential? With a new, improved and well thought-out website, of course!

Firstly, a contact section was added to the header and a clickable phone number that allows people to make an instant call from their mobile device, as well as an offer button that, when clicked, redirects people to an application form to fill in – all in a place that is visible and within easy reach of the potential customer. Second, the site has been redesigned so that the products and services on offer are easy to see when you enter the site. And thirdly, the content of the application form itself has been improved. It is now more specific and allows the customer to understand an even more accurate price calculation.

Result

Improved results by 399% in 30 days! The number of inbound conversions has increased, and at almost 4x the cost per 1 target. The bounce rate from Google Ads has also dropped significantly – data shows that almost 70% of visitors to the optimised website are now interested and have visited another section of the website.

Example with real data (after optimisation)

EUR 325.60 spent on Google Ads in the first month

Conversions – valuable actions: 9 application forms, 28 calls

Cost per conversion (cost/conv.): €8.80

Bounce rate from Google Ads: 31.20%