Conversion Rate Optimisation for B&D Garage Doors & Openers

Continuous improvement of a once-in-a-lifetime purchase

At the start of 2023 and with Sitback’s help, B&D launched a new website with the intention of completely transforming the website into an informative and engaging experience, catering to consumers, dealers, architects, and builders.

Never ones to rest on their laurels, once the new site was launched, B&D leveraged Support & Optimisation services provided by Sitback and embarked on a campaign of continuous improvement.

While the site had initially performed well, B&D observed fluctuations in performance over time and recognised the need to enhance their conversion rates. Understanding the importance of sustained optimisation, B&D sought to ensure that their digital presence continued to deliver strong results.

Problem

B&D’s primary objective was to improve conversion rates across their website. Recognising the impact that various agencies—SEM, SEO, CRO, and Sitback—could have on these outcomes, they knew that a collaborative approach would be essential. Sitback understood that by working together, these agencies could significantly influence the overall conversion rate, leading to a more cohesive and effective digital strategy.

B&D aimed to improve five key conversion points, including: Contact Us, Service & Repair request, Measure & Quote, and Call Us. The stakes were high – the marketing team needed to prove credibility, demonstrate ROI on the recent website rebuild costs and instil trust in the team’s decisions and spending on agency services.

Solution

Sitback proposed a “battleground” approach, creating an “Agency village” where all specialist agencies worked together to optimise one aspect of the conversion paths that they were responsible for and that significantly impacted B&D’s ultimate goal. Each agency took on a core focus area relevant to its specialism, and the battleground lasted for a fiscal quarter, allowing time to identify problem areas, ideate solutions, implement them through A/B testing, and review the results to validate changes. An approach rooted in data-led decision-making.

Sitback proposed this collaborative strategy, framing it so each agency would be responsible for its activities, focusing on how their work could benefit others. For instance, we asked, “What can we do with landing page UX that will benefit advert performance?” and vice versa. Each agency’s success was tied to the overall goal, encouraging collaboration and mutual benefit.

Implementation

• Tracking and reporting dashboards: We set up comprehensive tracking and a unified all-agency dashboard to centralise reporting.
• Analysis and focus: We analysed current conversion rates, compared them to past results, and identified that the Landing Page experience was the most significant factor.
• Workshops and collaboration: We conducted workshops with the client and other agencies to brainstorm and validate ideas for optimising landing pages.
• Hygiene audit: Sitback conducted a technical optimisation audit of the landing pages and worked with the SEM agency to align advert copy with landing page content.
• Design and build: We designed and built new page components to support hygiene optimisation and campaign intent.
• Fortnightly WIP meetings: We trialled a shared spreadsheet but ultimately settled on fortnightly “work in progress” meetings to report on activities impacting conversion rates.

Significant results

In the first Battleground, we aimed for a 10% increase in conversion rate. Within two weeks of implementing our changes, we exceeded this target.

In addition, we reversed a downhill trend in conversion rates observed throughout the year prior.

Broken down by page, we saw that all updated landing pages but one saw an uplift in conversion rate. Running analysis of the two weeks before and after launch, the optimisations to the landing pages resulted in +202 additional conversions in a 2-week period that would have been lost with the historical conversion rate. The largest overall uplift was in the price-guide page, which saw its overall conversion rate go from 2.65% to 6.24%!

Looking to the future

What’s next for B&D?

Sitback implemented the most rigorous onsite tracking data layer among B&D’s competitors, pushing data into Google Big Query and visualising it through Google Looker Studio. This considerable competitive advantage allows for advanced user propensity modelling, enabling B&D to identify signals that indicate a user may convert. Moreover, deep insights into customer conversion behaviours further extend B&D’s understanding of the interactions and events that lead to conversions.

B&D now benefits from:

• Unified dashboard and data layer: B&D now has a unified dashboard and data layer to track and report on user journeys, enabling better alignment between paid search campaigns and landing page experiences.
• Informed decision-making: They can now make informed decisions based on data rather than stakeholder feedback, optimising engagement across the site.
• Next Battleground focus: The next area of focus is web forms, including field optimisation and overall interaction improvements, guided by a detailed report from Sitback on user behaviour and form optimisation recommendations.

Overall, our collaborative approach and rigorous optimisation efforts have significantly improved B&D’s website performance, setting a solid foundation for continued growth and success.

Need to increase your conversion rates?

Whether you need to coral multiple agencies to work towards a shared vision, or simply optimise your website conversion rates, our approach leverages data analytics, behavioural science, and cutting-edge web design, to ensure that your visitors turn into loyal customers.

Learn more about our CRO services or get in touch today to chat about how we can help you achieve significant results, just like B&D.

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