Monday, September 13, 2010
Client Highlight: BlueLock
As a follow up to my previous post about header CTAs (calls-to-action), I thought I would write a little more about the design changes and subsequent increase in conversion we've seen with BlueLock's template
First of all, the addition of a header CTA has been the most noticeable change in terms of design and conversion. Prior to this change, the header was a mirror image of the website header (as expected) but there was no push for someone to take action. As such, adding a giant 'shiny button' was a great way to get people's attention who may be looking for targeted information. Given that most visitors to their blog are first time visitors, adding an easy point of conversion helps to guide the experience.
In addition to the very easy to understand CTA, the actual form (when the CTA is clicked) is very conversion friendly as well and does not require individuals to leave the page or navigate through the site for what they actually want.
Last, but certainly not least, BlueLock also revamped the sidebar CTA as a test to see if the simple "Contact Us" option would work (see above).
Overall, the conversion data has been extremely compelling. After the change, we saw more than a 60% increase in conversions compared to the previous month with the old design. In time, they will continue to test new CTAs, images, buttons etc. to effectively determine what works best for their target audience.