Challenges Faced by Piedmont Doors with Low Conversion Rates

Piedmont Door Solutions is a trusted provider of custom design, installation, maintenance, and repair services for both automatic and manual commercial doors. Serving clients across the southeastern United States, Piedmont Doors focuses on providing high-quality, reliable solutions for commercial properties, ensuring durability and performance with every installation.

Piedmont Doors was facing a significant challenge with their landing pages, which were underperforming in terms of lead generation. Despite attracting visitors, the conversion rates were low because users were not scrolling past the hero section of the page. The high interest in their services wasn’t translating into actual form submissions. This led to missed opportunities and poor lead conversion, preventing Piedmont Doors from maximizing their ad spend and generating the leads necessary to drive business growth. The lack of effective engagement with the landing page’s call-to-action was the key obstacle to success.

To address the low conversion rates, we focused on optimizing the form order on Piedmont Doors’ landing page. Our team strategically revamped the user experience by reorganizing the form fields to increase engagement. We made the service selection the first step in the process, followed by product type, service/installation choice, and then company details. This revised order was designed to guide users through the form in a more natural and intuitive flow, with the goal of capturing their attention early and maintaining engagement throughout the process. The change aimed to streamline the user journey, reducing friction and encouraging form submissions.

The results of our A/B test showed a clear improvement in conversion rates. The original form had a conversion rate of just 5.94%, but after we implemented the new form order, the conversion rate soared to 10.4%. This 74% increase in conversions was further validated with a confidence score of 99.85%, demonstrating the effectiveness of the optimization.

By presenting the service selection earlier in the form, we were able to significantly improve user engagement and encourage more form submissions, ultimately boosting lead generation and enhancing the overall effectiveness of their digital marketing efforts.