Conversion Rate Optimization  Case Studies  

 

 

 

 

 

 

ADDRESS   1512 N Fremont St #202 Chicago, Illinois, 60642 

PHONE FAX 

312.489.8422   312.277.5243 

WEBSITE  chicagodigital.com  EMAIL  info@chicagodigital.com 

 

 

 

Sunset Pools & Spas 

Goal 

Chicago Digital was driving a bunch of traffic to the Sunset Pools & Spas website through 

successful SEO and PPC campaigns but we saw an opportunity to increase leads by focusing on 

optimizing the site for conversions. 

What Was Done 

Chicago Digital worked with the existing site content and organization, making only changes to the 

design and layout of the content. Some of the primary principles Chicago Digital used to increase 

conversions are: 

1. Gradual Engagement 

○ Instead of trying to get a user to click over to a schedule consultation form, ask 

them a leading question and gradually ask more questions until they have filled out 

the same information. 

2. One Column Layout For Inner Pages 

○ This takes less effort for the user to read and can make the call to action properly 

stand out where needed instead of a variety of things constantly competing for the 

user’s attention. 

3. Using Fewer Borders Instead Of Wasting Attention 

○ This subtle design change helps to reduce the cognitive energy needed to scan and 

understand the page. 

4. Persistent Floating Call To Action Bar 

○ Across all devices, the next steps action bar make it so the call to actions are a 

simple click away. 

 

 

BEFORE 

 

 

 

AFTER 

 

 

 

 

Results 

The updates made to the design and user experience of the site generated over 2.5x’s as many 

leads, worth about $59,994 to Sunset Pools & Spas. 

Details: 

2016 Leads  2015 Leads  Change  2016 Conversion Rate  2015 Conversion Rate  Change 

69  27  +156%  0.67%  0.48%  +40% 

 

Testimonial 

“The amount of leads we have received from the update is unreal!” - Nick Luisi, Owner 

 

 

Security Doctors of Illinois 

Goal 

Through successful SEO efforts, Chicago Digital had continually brought in more organic traffic 

year after year but this did not result in an increase in conversions. Chicago Digital then identified 

that the website did not have a traffic problem, but a conversion problem, so we set out to improve 

the conversions. 

 

 

What Was Done 

Chicago Digital worked with the existing site content and organization, making only changes to the 

design and layout of the content. Some of the primary principles Chicago Digital used to increase 

conversions are: 

5. Gradual Engagement 

○ Instead of trying to get a user to click over to a schedule consultation form, ask 

them a leading question and gradually ask more questions until they have filled out 

the same information 

6. Faster Load Times Instead Of Making People Wait 

○ Improves search engine rankings and causes less users to bounce. 

7. Upgraded site to HTTPS 

○ Helped influence search engine rankings and users perception of the quality of the 

company 

8. Using Fewer Borders Instead Of Wasting Attention 

○ This subtle design change helps to reduce the cognitive energy needed to scan and 

understand the page. 

9. Related Content 

○ On informational pages the site is automatically linking to blog posts on related 

topics, keeping users on the site longer and building more authority.  

10. Repositioning Of The Company's Value Proposition 

○ Updating the content, layout and design to make it more clear that Security Doctors 

is a high quality company that can match the total cost of ownership of any other 

security company (Their Guarantee). 

○ Establishing a better connection with the user to better play off of the theme that 

the company is local, family owned and operated 

 

 

 

BEFORE 

 

 

 

 

AFTER 

 

 

 

 

 

Results 

● Conversion rate from organic traffic grew by 520% 

● Organic traffic increased by 14.29% 

● Organic bounce rate decreased by 14.18% 

● Average page per session increased by 10.85% 

● Average session duration increased more than 200%. 

 

 

 

 

 

   

 

 

Custom USB 

Goal 

CustomUSB was spending a lot of money driving Adwords traffic to landing pages on their website 

with less than desirable results. Chicago Digital redesigned a new landing page to send the 

Adwords campaigns to in order to increase conversions and drive more quote requests, 

What Was Done 

Chicago Digital completely reimagined the page content, layout, imagery, etc. to create a very 

clear, focused, visually appealing sales message to the target audience: 

11. Gradual Engagement 

○ Instead of asking for all the quote information at once, we wanted to get people 

excited about their project and simply asked them to give us the number of custom 

USB drives they were looking for. This then led them into a lightbox form with the 

other required information needed. 

12. Social Proof 

○ The 5 star rating from Trust Pilot was placed above the fold along with a 

testimonial that was specific to the product line of the landing page that hit on one 

of the key differentiators of Custom USB. It is better to hear it from customers than 

to have the company make the claim. 

13. One column layout for inner pages 

○ This takes less effort for the user to read and can make the call to action properly 

stand out where needed instead of a variety of things constantly competing for the 

user’s attention 

14. Using fewer borders instead of wasting attention 

○ This subtle design change helps to reduce the cognitive energy needed to scan and 

understand the page. 

15. Persistent floating header call to action bar 

 

 

○ Across all devices, the persistent header made it easy to continue to the next step 

no matter where the user was in the page. 

16. Responsive Layout 

○ The existing landing page was not responsive so it was suffering from a very poor 

user experience for anyone on a tablet or mobile device.  

BEFORE 

 

 

 

 

 

AFTER 

 

 

 

 

Results 

The new landing page conversion rate outperformed the existing page by over 250%.