Fortified Estate
A DFW manufacturer that sells through quote requests.
- Buying mode
- People call or ask for a quote
- Engagement
- Measure first, then fix what the numbers point to.
+13%
More of the right people clicking through from search.
Symptoms
The questions a business that runs on quote requests brings to a Diagnosis.
- Are the right people finding the site?
- Is there a number to hold the work to?
- Which pages matter most?
Examination
How people find the site, and where they go next.
- Search and analytics data, plus a full crawl of the site.
- Every path a visitor can take from a search to a quote.
Treatment
Measure first, then fix the paths, one phase at a time.
Recommended
- Measure first, so every later phase can be held to a number.
- Make the pages that matter easier to find from search.
- Shorten the path from a search to a quote request.
Shipped
- Fixed phases, each one measured.
Results
More of the right clicks. Early read.
+13%
More of the right people click through from search.
+21%
Same searches, a bigger share of people clicking.
+22%
The page closest to a quote request gets more visits.
+74%
Click-through on the new hub page vs the older pages.
Early: about two weeks of data
- Early read. Other changes landed the same weeks.
- The hub's number is early. The full read comes at its review.
Quote requests from their highest-intent product page are what I'm watching next. Too early to call.
Sound like your business?
If people find you but don't ask for a quote, the path from search to form is where I'd start.
Local to DFW? I'll come to your office.