Conversion rates DM-Line and Chalet Center rise by 30% and 150% respectively

The more conversions you achieve, the better for your portfolio and further growth of your business. Unfortunately, it's a lot easier said than done. And yet, with some helpful tips and a boost from Tailpage, you'll get further than you think. DM-Line and Chalet Center are perfect examples.

A good conversion rate is crucial to the vitality of your website as well as your business. In fact, the rate refers to the number of users who have performed an action on your site. This action can be anything:a click on an ad, video or download, but also an online purchase or filling out a contact form. While some actions may have more impact than others, they all say something about how well your brand is scoring with your potential audience. Indeed, the amount and type of conversions not only tells you something about your performance across different channels, but also about the type of users visiting your website. For example, if you notice that most users convert via smartphone, then it is a good idea to make your website as mobile-friendly as possible.

To find out how well your conversions are going, you obviously need some kind of measurement system. For this, you use Google Analytics. Based on the insights this tool provides, optimise your content. A few general tips to increase your conversion rate:

• Add a pop-up to your site (offers, free products, etc.)
• Incorporate testimonials, reviews and logos
• Get rid of unnecessary fields and distracting content
• Write strong CTA copy
• Do A/B testing with headlines
• Add a chat feature
• Make it as easy as possible for your users to make a purchase

Are you doing everything you can to increase your website conversions, but, to your surprise, they're still low? Then consider focusing more on local content. Why? To answer this, let's do a brief thinking exercise:

Imagine that you're planning to buy new headphones, but don't know where to start. You'll probably Google the different models available, the pros and cons, prices, and so on. At that point, you are still at the start of the marketing funnel - an exploratory phase - and you are not ready to make a purchase yet. This is also likely to be the reason why you haven't made a conversion straight away.

After a while, you've decided what kind of headphones you want. You are now already further along in the funnel and start looking for a nearby sales outlet. You live in Ghent, so you type in "buying headphones in Ghent". Do search results appear that exactly match this search query? Then you are likely to click on that one result AND you are likely to then convert on the site by, for example, making an appointment or even a purchase.

Since people often only start searching locally when they are ready to actually purchase your product or service, the chances of a higher conversion rate and more store visits are therefore a lot higher here. That's why it's interesting to focus on local content.

Creating local content for each area where you want to reach people is quite an undertaking. But luckily, Tailpage is ready to help in this regard. Come and find out how Tailpage had an effect on the conversion rates of Chalet Center - a supplier of sheds, pool houses and log cabins - and DM-Line, an established player in the custom closet sector.

What is an important step in the process of purchasing a shed or custom cabinet? Going along to a dealer to view and test the range with your own eyes. And that is where Tailpage pages come in: to redirect visitors from the landing page to the local dealer or branch.

To do this, we first demarcate the target area. For this, each company chose to work with locations in Flanders. Each location was given a landing page with unique, local content. While the content was being fine-tuned, it was decided to focus the call to action on the various dealers or physical stores. The text itself links to the dealer/showroom page and at the bottom or side of the landing page is a button that takes you to that same page.

Overview of conversions Chalet Center 1 June to 1 Sept. 2021

For Chalet Center, the most common conversion is the brochure download. That's not surprising, as many people like to check out the assortment in advance before going to the store or showroom.

Chalet Center has both Dutch and French pages on its website. We filtered out all the Dutch pages and compared the relevant goals achieved with those on the Tailpage pages.

The "Download brochure" rate of the Tailpage pages scores higher than the average conversion rate on the complete Dutch website. Out of the total number of goals, Tailpage's conversion rate is noticeably higher. Only the "Telephone" goal dips below with Tailpage.

Overview of conversions DM-Line 1 June to 1 Sept. 2021

The most important conversion for DM-Line is the "request for info/make appointment". A quote is almost never requested online, neither on the website nor on the Tailpage pages. That makes sense, since people are looking for a custom design and want to visit the showroom. A nice extra is the subscription to the newsletter.

Again, we see that the conversion rate is higher (30.69%) on the Tailpage page for both the information request/make an appointment, and the subscription to the newsletter.

For the two clients, the number of completions on the Tailpage pages is lower than the number on the complete website. That's because Tailpage creates SEO pages that target long-tail keywords. On the one hand, these take time to develop and attract traffic, but once visitors land on Tailpage pages, they convert. Therefore, we expect the same higher conversion rate when the number of website visits to Tailpage landing pages increases.

On the other hand, the number of visitors to the Tailpage pages is also lower in absolute numbers in any case, because the search volume for the long-tail keywords which these pages target is intrinsically lower. With a "regular" category page, this is a lot higher, since these target generic keywords with higher volumes. Nevertheless, all these smaller landing pages together create an impressive cumulative search volume from which an above-average proportion of users actually convert, which is ultimately what counts.

For Chalet Center and DM-Line, it's clear: local content works. The landing pages provide their website with local content. Consequently, people searching locally land on a page that contains information about both the product they are looking for and the desired location. This creates a triple-win situation:

• For your rankings. Google rewards your site or pages with a high ranking if you provide specific info that closely matches the search query.
• For the Internet user. Thanks to the location in the search query, we know that the user is already further along in the marketing funnel and more willing to proceed to a conversion. So give the person a search result that exactly matches the search query entered, and not surprisingly, conversion rates are higher.
• For our clients. Thanks to local content, our clients are enjoying an abundance of conversions.