ADT Security - CRO Case Study
The AAT Kings Challenge
Mobile web browsing is consistently growing yearly; however, many sites are only optimised for desktop visitors.
With the mobile user experience becoming increasingly valuable, we need to look at each page through both desktop and mobile lenses to maximise user experience and any given conversion goal.
ADT Security’s mobile PPC landing page had an extremely high average page load time, taking 17.7 seconds to render fully.
Both desktop and tablet had acceptable loading speeds and on-site engagement metrics, but mobile had a high bounce rate and lower than expected on-site click-to-call rate.
We sought to improve the mobile page speed and experience to create a higher call-lead conversion rate.
Our Methodology
Rather than attempting to modify the current page – our in-house design team drew up a new page with an improved mobile UI to load quicker while providing more information to the user, reducing the bounce rate and improving the conversion rate.
For testing, we split PPC traffic using an A/B test to compare performance without direct interference from seasonality or channel.
To improve page load time, we cut down the number of product images on the page and removed an embedded video that was their TVC and did not provide much additional information. Heatmapping showed a majority of users clicking on the static images, thinking there would be a link/information, so we replaced the images with graphical USP descriptions to better explain product features.
Google Analytics data from the original page showed a high bounce rate, and a significant portion of those who did not bounce went to the home page for more information. This was evidence that the current page did not provide a satisfying product description.
We used iconography, short text descriptions & drop-down descriptions to efficiently provide the user with more information without having to navigate away from the landing page, encouraging them to enquire more quickly and preventing drop-off.
An “Enquire Now” button was placed at the top of the page and the middle and bottom to ensure that it was easy to enquire wherever a user was on the page. Previously, the enquiry CTA had been below the fold, forcing users to scroll down and waste time finding it.
The Results
After one week of testing, each page had well over 300 sessions to help reach relevant statistical power.
The mobile page load speed for the new page improved by 72%, falling from 17.7 seconds to just 4.9 seconds. The mobile call rate also increased significantly – rising 165% on the new page compared to the previous one.
- 165% increase in Call-Rate
- 72% improvement in Mobile Page-Load Speed
