Have you seen the new Home Care Assistance Vancouver website site yet? Since it’s launch in August, HCA Vancouver has seen a nice increase in visitor engagement. In a year to year comparison, people are spending 25% more time on the website and visiting 10% more pages. For the new site, we set goals to provide a better user experience, improve the return on ad spend (ROAS) and create a look and feel that positively represents the Home Care Assistance brand. On all counts, we consider the new site a success.
Is Your Website Causing Google to Charge You More?
Did you know that your website could be increasing your price per click? If Google thinks your site isn’t easy to use, or that it isn’t relevant to the search, they will charge you more per click. Likewise, Google charges less per click for ads it considers to have good “Quality Scores.” One study projected that a bid of $1.00 with a Quality Score of 10 would win against a bid of $7.00 with a Quality Score of 1.
If you’re wondering where Quality Score comes from, Google compares your ad, your keywords, and your landing page, then asks itself:
- Does the content of the landing page match the ad and keyword?
- How likely are people to click on the ad?
- Does the landing page have relevant, quality content?
- How user-friendly is the landing page?
Your website influences all of this, except for likelihood of your ad being clicked. Which means that if your site has a negative impact on your Quality Score, you will be paying more per click. So when we set about building a new site for Home Care Assistance Vancouver, we made sure to have an optimized page for each branch of our ad campaigns to use as a landing page. This helps keep the cost per click down, and the volume of traffic up.
Conversion Rate and The Strange Art of the Contact Form
Of course, we want visitors on the site to do more than just play tourist. We want to turn them into leads. This means the prominent placement of phone numbers, strong calls to action, and a beautiful, and beautifully engineered, contact form.
Countless studies show that the design of your contact form has a huge impact on how many leads you get from your traffic. The most successful contact forms:
- Look trustworthy, clean, and professional
- Are easy to use
- Doesn’t ask too many questions
People tend to trip over that last point. Naturally, we want all the information we can get. But site visitors want to spend as little time as possible filling out your form. Every field is an opportunity for the visitor to change their mind and abandon the form. The more fields the form has, the less likely they are to even start, let alone finish! Which means that often times asking less means getting more.
In this case, the new HCA Vancouver contact form received over 50% more submissions in the 30 days after the new launch than it did in the same period the year before. Don’t forget, that is with only one form on the site compared to having the form on every page of the old site. And the better phone number placement I mentioned? That increased the conversion rate for new callers by 30% when compared to the 30 days prior to the launch.
More Leads, Same Budget
The arithmetic is simple. When you put together a lower cost per click with a higher rate of those clicks turning into leads, you get more leads without spending more money. And that means a better ROAS.
About 20/eight Digital
20/eight Digital is a boutique agency that focuses on driving our clients’ business through qualified lead generation. We have gained an in-depth understanding of the home care industry from working with Home Care Assistance Montreal for close to 10-years. In addition to Montreal and Vancouver, we are also working with Home Care Assistance Calgary.
If you would like to get more out of your online presence and digital advertising investments visit 20eight.ca/HCA or contact us at 1-613-692-0345. We look forward to discussing the specific challenges you are facing in your market.