Increase the number of new business leads without degrading their quality by making it easier for A Place for Mom's online visitors to submit their contact information.
With the SiteSpect optimization platform, A Place for Mom was able to increase conversions by 30% simply by non-intrusively testing page layout and content.
Founded in 2000, A Place for Mom is the nation's largest elder care referral service providing comprehensive resources about senior housing and elder care options to seniors and families in need. A Place for Mom receives nearly 25,000 inquiries a month and employs more than 300 Eldercare Advisors who assist families with the difficult task of selecting senior care, such as nursing homes, assisted living, Alzheimer's care, retirement communities, home care, and other options.
Like many businesses, A Place for Mom needs new business leads to exist. The challenge is how best to gather high-quality leads without excluding contact information that would result in lesser-value leads.
"It's pretty simple: without leads, the business doesn't exist," says Ben Villa, Senior Product Manager at A Place for Mom. "With Google and other PPC players getting more expensive every year, it is absolutely critical to be able to make the most out of the traffic we're driving to our site." The company initially set out to optimize their traffic by implementing a tag-based testing solution, but, in the words of one of the engineers at A Place for Mom, "it was a pain to implement and some of the choices they made seemed a bit questionable to many of us." Thus, the company turned to SiteSpect to help with its overall testing program. With the help of SiteSpect's non-intrusive multivariate testing and behavioral targeting technology as well as its Professional Services team, the results have been very positive.
"We know we've been getting many more leads. Our first three successful tests have helped increase conversion rates on our site by 25-30%," Villa noted.
Out of all of the potential web site elements to test, A Place for Mom hit on three ideas that they hypothesized could impact their goal of increased leads.
Interestingly, a test substituting "nursing homes" for "elder care" (regardless of the keyword a user had used to find the site) was found to actually decrease conversion by about 15-19%. "You can't be lazy about this," Villa warns online marketers. "You have to make sure that you're being appropriately granular, showing the right variations to the right segments of users."
He continued; "If I happen to come up with a good idea late at night or over the weekend, or just some random time when I'm sitting at my desk, I can get a new test going immediately. I know patience is supposed to be a virtue, but in this business, it can end up costing you a lot of money."
"SiteSpect has been all that I hoped it would be," Villa concluded. "It's extremely easy to use, it seems that we can test just about anything we could ever want to, doesn't take very long to learn how to use, and is far less expensive than other solutions."