Driving Conversion Rate Up 345% and Cost per MQL Down 50% for Upper Hand

Aimers team prepared a comprehensive 3-month strategy to achieve the desired results, which included optimizing ad campaigns, as well as improving the conversion rate of the Upper Hand’s website.

Increasing the Conversion Rate

Aimers approached the challenge by following a 4-stage framework:

1. Technical Evaluation. We performed a thorough assessment of the website’s technical aspects, including page load times, mobile responsiveness, and overall site performance.
2. Analyzing Data Using GA4. Using data from Google Analytics, we analyzed key metrics such as traffic sources, user demographics, and conversion funnels. This helped us identify patterns and trends in user behavior and areas for optimization.
3. Behavioral Analysis. We conducted an in-depth analysis of user interactions on the website using tools like heatmaps, session recordings, and click-tracking software. This allowed us to identify common user paths, points of friction, and areas of high engagement.
4. After analyzing the website, the team moved to conducting tests that consisted of these steps:

Step 1. Define Objective: Enhance user experience and increase conversions.

Step 2. Identify Variables: Form, form fields, placeholder colors.

Step 3. Create Variations: Develop two versions of the webpage and ensure the changes are significant enough to potentially impact user behavior.

Step 4. Set Up A/B Test with Crazy Egg.

Step 5. Launch the A/B test.

Step 6. Track Progress: Monitor the progress of testing and collect data on test outcomes.

Lowering the Cost per MQL through Paid Ads

Google Ads:

While our existing Google Ads campaigns were generating great results, we identified opportunities to further optimize and lower the cost per MQL:

• New Audiences. We expanded our targeting to include new, high-potential audiences for video and display campaigns. By reaching out to previously untapped segments, we were able to attract more qualified leads.
• Creative Updates. We refreshed our ad creatives, focusing on more human-centric visuals and messages. This included updating banners and videos to make them more relatable and engaging for our target audience.
• Ongoing Optimization. We continued to fine-tune our campaigns by testing bid strategies, refining keywords, and enhancing ad extensions to ensure we were capturing the most valuable traffic at the best possible cost.

Facebook Ads:

To further reduce the cost per MQL and avoid ad fatigue, we implemented several strategic changes:

• Message Testing. We tested new ad copy and images to keep our content fresh and engaging. This included experimenting with different messaging angles to see which resonated best with our audience.
• Audience Expansion. We explored new audience segments, leveraging lookalike audiences and interest targeting to find users similar to our existing high-value leads.
• Creative Refresh. Similar to our approach with Google Ads, we updated our Facebook ad creatives with new visuals and videos to maintain user interest and drive higher engagement.