Leisure Buyer
Lead Generation Website Design & Development
Low conversion rate is a common challenge that businesses face in today’s online world, and The Leisure Buyer was no exception. Through a comprehensive redesign of their website, we increased lead generation by 57%, a transformation that began as soon as we published the new design.
A quick overview of the main challenges.
The Leisure Buyer purchases caravans and motorhomes from the public and then resells them. The process is simple: someone submits a form with the vehicle details, after which one of the team evaluates the information and sends back a quote.
Although the site receives targeted traffic from Google Ads, there were several issues with the user experience that affected sales. In response to this, Lee, the founder of The Leisure Buyer, aimed to increase the number of leads generated from their website.
My task was to redesign the website to improve the UX and ensure a consistent brand image was present throughout all stages of the customer journey, including the website and follow-up emails.
The main results:
A simplified, multi-step valuation form that converts 57% more visitors into leads
Integration with Active Campaign CRM & Sales Tool for complete sales automation
A refreshed brand identity that is consistent across all touchpoints
Easier form submissions. More conversions.
The business revolves around form submissions, so it was crucial that we improved them. It was tricky because the more details you require and the harder you make the form, the more it will hurt the completion rate. However, removing too many fields would make generating an accurate quote impossible. So we implemented thoughtful conditional logic to hide fields that were irrelevant to some users, and rethought the type of input fields. Read more details below.
Less time spend on the valuation page
Increase in leads coming through the website
George excels in his field. His ideas were spot on and we’ve seen a massive increase in our leads coming through the website, which was our goal from the start.
Less typing. Putting the visitors first.
People are busy and we only have a short amount of time to get the information from the seller.
After doing extensive competitive analysis, I knew we could make a small but impactful tweak to how the business gathered information about vehicle extras and faults.
I suggested switching from regular text fields to checkboxes in the quote form, making things far quicker and easier for the consumer. Instead of asking people to manually enter anything important, I used my research to group together common vehicle additions and critical issues.
We also kept the text field as an option, which means users can still submit uncommon extras and faults if needed.
Interestingly, less than 10% of users are now using the text field, which underscores the success of our switch to checkboxes. For most visitors, submitting the form has become faster and more user-friendly than before.
The power of A/B testing alternatives.
Although my experience in designing lead generation websites gave us a good starting point, it’s always best to test ideas and use actual data to shape our strategy.
That’s why we built two versions of the same form: one single-step form and one multi-step variation, with the goal of A/B testing them.
One month after going live, we found out that the multi-step form converted 11% better than the single-step alternative. This resulted in a total of 57% more leads than the form used on the previous website.
George excels in his field. His ideas were spot on and we’ve seen a massive increase in our leads coming through the website, which was our goal from the start.
The process of redesigning our website was smooth, communication was excellent, and we got everything done on time. The meetings were also efficient, which I liked.
I highly recommend working with him.
Seamless CRM integration. Going on autopilot.
We integrated all forms into a CRM system that would help automate everything. My responsibility was to work with Active Campaign API to ensure that all forms passed the correct data into the CRM.
This enables The Leisure Buyer to create effective marketing emails that nurture relationships with leads and nudge them closer to a sale.
The power of feedback loops
The offer comes with two options, accept or reject. Accepting the offer will automatically log you into the next email series, which instructs the seller as to how the sale will take place.
When a user rejects their offer, he or she is directed to a landing page asking for feedback. That feedback is sent into the CRM, which helps The Leisure Buyer improve its service over time.
Designing beyond the website.
When selling a leisure vehicle, it’s common for people to seek out multiple quotes.
However, the actual sale might not happen until months after they receive a valuation. That’s why it’s crucial to have a long-term marketing strategy in place.
To help The Leisure Buyer achieve this, I designed branded and personalized email templates that enable an automated email sequence which is both engaging and consistent.
Designed and developed from scratch.
I built the website from scratch so that I could tailor the whole experience to the business and meet all their needs. We planned everything around the native WordPress Gutenberg editor, without relying on ready-to-use templates that compromise the performance. The new website is lean, secure and it’s been built with longevity in mind.
Website care & Ongoing support.
I don’t believe in handing over a website and ending the relationship with my clients. For Lee and The Leisure Buyer, I provide ongoing website support (daily updates, backups, performance monitoring and more) paired with high-quality managed WordPress hosting, so they can get everything under one roof.