SkyHigh Roofing

Case Study: Turning Traffic into Booked Jobs for SkyHigh Roofing Co.

SkyHigh Roofing Co. is a highly regarded company. With over ten years of experience in both residential and commercial roofing, they’ve earned a reputation for high-quality work, reliability, and excellent customer service. Despite this strong foundation, SkyHigh’s website wasn’t generating the online leads it should have. They approached Green Thoughts Consulting with a clear goal: to increase their online conversion rate and turn their website traffic into a steady stream of booked roofing jobs.

Before engaging with Green Thoughts, SkyHigh focused heavily on SEO (Search Engine Optimization), successfully driving traffic to their website. However, their conversion rate remained below 1.46%, well under the industry standard for service-based businesses.

Challenges:

Despite the success in driving traffic through SEO, several significant roadblocks were preventing SkyHigh from converting visitors into leads and, ultimately, paying customers:

• Low Conversion Rate:
  With a conversion rate of 1.46%, SkyHigh Roofing was well below the industry benchmark of 2.57% for local service businesses. In simple terms, conversion rate refers to the percentage of visitors to your website who take a desired action, like filling out a contact form or requesting a quote. Most visitors left the site without taking that next step, costing SkyHigh potential jobs.
• Poor CTA (Call to Action) Placement and Design:
  CTAs are buttons or prompts encouraging visitors to take a specific action, such as “Get a Free Quote” or “Contact Us Today.” SkyHigh’s CTAs were either hard to find or lacked clear messaging, leading to high drop-off rates and missed opportunities.
• Outdated Landing Pages:
  SkyHigh’s landing pages (the pages visitors land on after clicking a link or search result) hadn’t been updated in years. They lacked the modern design elements that keep users engaged, leading to a poor first impression.
• Mobile Usability Issues:
  Over 60.35% of SkyHigh’s visitors accessed the website from mobile devices. However, slow load times and clunky navigation caused mobile users to abandon the site quickly, leading to a mobile bounce rate of 69.82%.

Strategic Solutions:

1. Comprehensive Analytics Review & Funnel Optimization:
We began by diving deep into SkyHigh Roofing’s website analytics to uncover where users were dropping off. Analytics tools provide data on how users behave on a website. For instance, if many users leave during the quote request process, it indicates a potential issue. Our analysis revealed that most users abandoned the site during this process. To address this, we restructured the funnel (the steps users take to reach the goal) to create a straightforward, 3-step process for requesting a roofing quote. This simpler funnel made it easier for visitors to convert into leads.

2. Landing Page Redesign & CTA Optimization:
SkyHigh’s landing pages were overhauled to modernize the design, enhance trust, and showcase their roofing expertise. To build credibility, we introduced social proof elements, such as customer reviews and project galleries. Additionally, CTAs were redesigned to be more visible, compelling, and action-oriented, guiding visitors toward conversion.

• A/B Testing: We conducted A/B testing, which involves comparing two webpage or CTA versions to see which performs better. For example, a CTA reading “Get Your Free Roofing Quote in 60 Seconds” outperformed a more generic version by 34.57%.

3. Mobile Optimization & Page Speed Enhancements:
With over half of their traffic coming from mobile users, improving mobile experience was crucial. We implemented responsive design to ensure the website displayed perfectly on all screen sizes and optimized page load times by compressing large images, streamlining the code, and enabling browser caching. These changes cut the average mobile page load time from 8.26 seconds to 2.91 seconds, drastically improving the user experience.

• Before and After Data: SkyHigh’s mobile bounce rate was 69.82% before optimization, meaning nearly 7 out of 10 users left the site without interacting. After the optimization, the mobile bounce rate dropped to 39.71%, and session durations increased by 52.63%, indicating users were staying longer and engaging with the content.

4. Personalization & Local SEO:
SkyHigh Roofing Co. serves a highly localized market. To take full advantage of this, we introduced personalized content that addressed common roofing concerns for homeowners in the specific city. We enhanced their local SEO by adding geographic-specific keywords throughout the site. SEO is a way to ensure your website appears at the top of search results when potential customers search for services like “roof repair in your city.”

Results:

SkyHigh Roofing Co. experienced significant improvements across all key performance indicators (KPIs) within just three months of the CRO (Conversion Rate Optimization) strategy implementation:

• 220.55% Increase in Conversion Rate:
  The conversion rate jumped from 1.46% to 4.68%, exceeding industry benchmarks. This means more than three times the number of website visitors were taking the desired action, such as filling out a quote request form.

• 149.97% Boost in Online Quote Requests:
  The enhanced user experience and streamlined quote request funnel increased quote requests by 149.97%, which led to a 60.42% increase in confirmed roofing jobs, directly boosting SkyHigh’s revenue.

• 30.29% Decrease in Bounce Rate:
  The bounce rate (the percentage of visitors who leave the site after viewing just one page) dropped by 30.29%, indicating that visitors were more engaged and exploring the site.
• 50.31% Increase in Session Duration:
  The improvements to mobile usability and landing page design led to a 50.31% increase in the average time users spent on the site, showing that visitors were more engaged and interested in SkyHigh’s services.

The chart above shows the relationship between two essential website metrics: bounce rate (red) and session duration (blue). The bounce rate is the percentage of visitors who leave the website after viewing only one page, while session duration measures how much time visitors spend on the site. As you can see, as the bounce rate decreases, visitors spend more time on the website. This means people are exploring more pages and staying longer, which suggests they are more interested in what the website offers. For example, as the bounce rate dropped over the months, the session duration steadily increased, showing that improvements to the website kept visitors engaged and made them want to stay longer.

Key Takeaways:

SkyHigh Roofing Co.’s website underwent a transformation that resulted in a 220.55% increase in their conversion rate, meaning more visitors turned into leads by requesting roofing quotes. This change made their site a powerful tool for generating new business. The boost in quote requests, up by 149.97%, came from streamlining the process and making CTAs (Calls to Action) clearer and easier to follow. These quote requests are critical for service businesses like SkyHigh because they show real interest from potential clients.

With over 60.35% of their traffic coming from mobile devices, improving mobile performance had a huge impact. Faster load times and a smoother experience led to a 30.11% drop in bounce rates (people leaving the site quickly) and a 52.63% increase in time spent. This kept visitors more engaged and likely to request services. As a side note, we always build blazing, fast, mobile-friendly websites. Wink Wink.

Additionally, testing different versions of CTAs allowed us to see what messaging worked best. This fine-tuning led to better performance and made visitors more likely to take the next step. These improvements helped SkyHigh Roofing Co. turn more website traffic into real leads, driving business growth.

Closing Thoughts:

SkyHigh Roofing Co.’s journey demonstrates how powerful a well-executed CRO strategy can transform an underperforming website into a lead-generation powerhouse. By focusing on the user experience, mobile performance, and personalizing content for their local market, Green Thoughts Consulting helped SkyHigh exceed industry benchmarks and drive significant business growth.

The ongoing collaboration with SkyHigh Roofing Co. ensures that the website remains optimized for the long term, continually adapting to new customer needs and market trends. With a 320.28% return on investment, SkyHigh’s CRO investment has delivered immediate and long-lasting financial benefits.

If your business struggles to convert website traffic into actual leads and sales, contact Green Thoughts Consulting today to learn how our CRO strategies can unlock your website’s potential.