Lake Shore Cryotronics
Scientific Measurement Instruments
Serving in a niche market presented challenges to Lake Shore. Although the company had succeeded in getting traffic to its website, its efforts to get visitors to convert into leads were below industry standards. With the success of getting coveted traffic, website messaging and CTAs needed to get conversions. View the strategy that successfully implemented tactics for success.
Pop-Ups and CTAs
Among executives, there was a sense that they should be generating more sales leads and leads of higher quality. GGC observed that the conversion rate of website sessions to new contacts was below average compared to similar companies. If they could increase the number of leads converting on the website closer to the 1-2% typical of other websites, then they would generate more leads of high quality.
UX and Content
GGC performed a UX audit of the website, which suggested they add more calls to action (CTAs). In addition, GGC recommended more banner popups with content offers. Then GGC developed a comprehensive plan detailing which web pages would get banners and CTAs. Relevance and timing were critical to avoid irritating visitors.