In this case study, we’ll run a usability test on a new lead-generation website from Marketing 360® to uncover its strengths, weaknesses, and overall convertibility.

A conversion on a lead-generation website is a decision.  A visitor decides the business is a fit for their needs and chooses to reach out to them.

However, this is not the only decision a visitor makes on a website.  It is, in fact, the last in a series of micro-decisions that are made as the visitor experiences the website’s content.

One thing that is sometimes overlooked is how the website needs to get a “yes” to each of these small decisions in order to get the final conversion.  Doubt or confusion at any point can cause the visitor to hesitate, which can lose the lead.

To illustrate how this works, we’ll look at a Marketing 360® UXI® design just out of our GoLive process.  With this, we have a professionally designed website, but not one that has had the chance to get traffic and use data to refine its conversion funnel.

We’ll jump start the conversion rate optimization process with a “fresh eyes” user test, taking on the persona of a prospective client.  This will give you an idea of the micro-decisions web users often make so you can transfer some of these ideas to your website.

 

Website:  https://www.wildlifexteamofnorthhouston.com/

Lead Persona:  I’m a homeowner in the Katy, Texas outside of Houston.  I believe there is a family of opossums living on my property, and I’ve just discovered a mess in my garage attic that has me thinking they’re getting aggressive about staking a claim in my home.  I want them removed.  I do a search for “opossum removal” and discover the Wildlife X Team website.

 

The Initial Impression

When I arrive on this website, I want to know three things immediately:

• Where am I?
• What can I do?
• Why should I do it?

Here’s what I see:

I see that they’re a pest control service that does animal relocation.  The headline gives me the basic idea I’m in the right place.

I see what I can do:  get a quote (online or call) or schedule a free consultation.

The image of what is I presume to be a mouse dominates the content above the fold, but it’s doing little to orient or convince me.  Honestly, this little guy is kind of cute – it reminds me of my daughter’s hamster.

However, what’s really confusing me is that they don’t say anything about their service areas.  Where are these guys and where to they work?  Their ad came up in my search so I assume they’d probably come to me, but I’m experiencing some doubt.  I’m not sure if they’d come to Katy, and they’re not making it clear.  I do happen to notice the Top Rated Local badge in the lower right that says they’re in Houston, but it’s something that could be easily missed.

At first glance, these guys haven’t lost me, but they haven’t hooked me either.  I don’t want to take the time to deal with someone who might not service my area, so the fact that they’re not clear about where they are creates doubt.

There is, in fact, very little information on the homepage above the fold.  Initially, I don’t know if they can handle my opossum problem.  It would help if they had more content that tells me where they work (for example, using a phrase like “Serving the Greater Houston Area”) and by using text and images to show me what types of pests they remove.

A hero shot that shows their solution, such as a caged opossum or raccoon with a professional technician present, would re-enforce the message that they can solve my problem.

At this point, they’re asking me to contact them with a clear call to action, but it’s too soon for that decision.  I’m not sure they can help me.

 

The Scroll Down

I need more information, so I scroll down the homepage.

There are two large images with navigation to “managing wildlife” and “attic restoration”.   Below is content that gives an overview of what they do.  It’s pretty general, but they do make it clear that their process is humane for the animals.  Since my attic is under attack, I’m glad to see they have a process for that.  Of course price is on my mind, and they say “we strive to offer the most cost-effective solutions to your wildlife issues.”  Pretty vague.

I still have little idea what this might cost, and they make no mention of their service area anywhere on the homepage.

I’d like to know where these guys are.  I look in the main navigation for an “About Us” page or a “Contact Us” page but don’t see those.

Finally I hit the drop down on “Wildlife Control Services” and see they have an opossum removal page.  I click on it.

 

The Service Specific Backpage

This page offers helpful information on my specific problem and has a good hero shot:  a opossum in a cage.

As I skim read this info, my trust is increasing.  It sounds like these guys know what they’re doing.  I’m inclined to give them a call.

There is also some mention of Houston in this text, so I’m thinking they come to my area.

 

The Contact Page

I think I’d like a quote.  I want to see a contact page, but they don’t have a page with that title.  I click on the “Free Online Quote” to discover this is the contact page.

Now, something odd.  They have an address that’s just outside Houston, but there’s an embedded map for a totally different location that’s well outside the Houston area.

I don’t know why they have two different locations.  Again, they have nothing on their website that explicitly details their services area.  I’d love to see something as simple as “Areas We Service” with a list of places that includes Katy.

I can infer that these guys probably will work with me.  I’d like to know it for a fact.

 

Looking for Trust Signals

I’d like to know if customers are happy with this company’s work.  I look for testimonials and reviews.  I don’t see any.

I click on the Top Rated Local badge, but they have no reviews.

Okay, these guys have no “About Us” page and no reviews.  I’m not sure where they work.  I begin to wonder about their experience levels and actual ability to complete the job.

There is no special offer or discount to motivate me to act.  In fact, I have to contact them to get any idea of their pricing.

I think they can solve my problem and probably work in my area, but this website content has gaps.  I look out the window into my yard.  Maybe the opossums will just leave on their own.  I’m inclined to hesitate.

 

Do I Convert?

I ponder this a bit more.  Opossums gross me out.  They’re getting into my property.  I’m not going to wait until I wake up one night to find one hanging off the light fixture in my bedroom.  I’m going to hire somebody.

The biggest thing the Wildlife X Team site has going for it that it specifically addresses my problem.  These guys are not just pest removal or some guy who comes out with a rifle.  This is a credible site, and I’d like to give them a call.

However, because I’m uncertain if they come to me, I’m likely to check out their competition.  If I find someone who offers the same services, is clear about their service areas, is transparent about pricing, and has a lot of positive reviews, it’s likely these guys will lose the lead.

Here are those micro-questions I’m asking:

• Can these guys solve my problem?  Yes.
• Do they service my area?  I don’t know for sure.
• Do they offer a special or discount for first-time customers?  No.
• Does their design seem professional and make the business seem legit?  Yes.
• Do I know what this will cost?  No.
• Do they have positive reviews or testimonials?  No.
• Do they have an “About Us” page that gives me a sense of the people at the company?  No.

These questions and how I responded to the content maps out my decision-making process.  They’re getting some important yes answers, but also some no’s.  This is not a slam-dunk.

But with a few content tweaks, it could be.  Adding details about the service areas would be easy, and it would also help with their organic SEO.  There is no reason to bury that information.

They need to collect and publish some reviews and testimonials.  Just a few positive comments makes a huge difference.

They could be more transparent about pricing, at least giving visitors a range.  Many businesses skip this, even though website visitors consider it important information.

This is a good lead-generation website.  A few modifications and content additions, and it could be a great one.

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.