Improving communication, transparency and opportunity through quality website design with lead capture results in 70% conversion rate with new prospects.
Newly purchased manufacturer Omni Circuit Boards was caught in a race to the bottom. Like many of their counterparts, the largest text on their home page was a price point. Before Omni had any chance to win a customer with their quality work or excellent customer service, they'd lost if their price wasn't quite low enough.
Those prospects deciding to take the next step (an online quote request) were greeted with a request for complex technical specifications on a form where 90+ questions was pretty much standard. With such a hellacious barrier to engagement, it's a miracle any prospects made contact.
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KAYAK was engaged to create a credible, contemporary website with lead capture opportunities to generate new business online (the company's only source of new leads).
Our Creative Director began by examining the websites of Omni's competitors. A common shortcoming was mega-technical forms – hardly inspiring or inviting. For Omni, a complete visual and marketing revamp was in order. The client also agreed that instead of price, the marketing message should make a 180° turn toward customer service and quality.
Just like competitors, Omni requires the submission of technical files to provide a quote, but unlike competitors, KAYAK transferred the task of completing the mega forms to in-house staff, making the online process amazingly simple for prospects – reducing it to a 4-question 'get-a-quote' form: Urgency, Quantity, Reorder/new and an optional 'Special instructions' field along with the file upload function.
Within a month of launching the new site, Omni had attracted a 600% increase in leads over the old web site, and more than 50% of the leads converted into new customers. Further, over the next three months, the web site generated an astonishing 250%+ increase in leads over that initial month, with a 70% conversion rate (yes, all new business)!
Fast forward 18 months, and KAYAK helps Omni present their Aluminum Circuit Board Case Study (which got the attention of CERN and NASA), which lead to the discovery of one of Omni's clients, D-Wave Systems, Inc. supercomputer assemblies featured on the cover of TIME, sporting Omni's Aluminum circuit board.
"So what can you do with exposure like this other than trying to find ways to casually slip it into a conversation with family, friends, customers, suppliers, cashiers and busboys? Updating the home page of the website certainly seemed credible. Spamming the information to every email contact we had ever collected just seemed wrong. But perhaps a short blog about our exposure will suffice." – Paul Jackson, OMNI Circuit Boards
TIME Magazine cover photograph by GREGG SEGAL FOR TIME
SEO benefit: following Kayak's ethical content marketing strategies – EMA - Omni Circuit Boards was able to dominate Google search results with an incredible FIVE page one results on their target keywords.
Note: website scores fluctuate with competition, activity, social engagement and algorithm changes. Further, KAYAK clients are empowered to manage their own sites. As such, a site may transform significantly over time.