At Business Assist, we don’t just talk the talk; we walk the walk, and the best way for us to prove that is with real-life examples. We’re a digital marketing agency, and as such, we offer services like Google Ads, Meta ads, SEO, content, etc, but a service we consider ourselves uniquely qualified in is conversion rate optimisation.
We’ve talked before about conversion rate, and we have some really handy blog posts you might enjoy:
10 Reasons Why Your Online Leads Might Be Going Down
Conversion Rate Benchmarks By Industry
Funnel Conversion Rates
Micro Vs Macro Conversions
What is a Conversion Rate
Our Top 20 Tips To Increase Your Conversion Rate Starting Now
The Complete Guide To Landing Page Optimisation
And now, we will reveal in this blog post 10 real-life examples of changes we made on client landing pages that incrementally increased their conversion rates.
You can use this as a guide as a reference to identify optimisation opportunities you may be able to implement on your own website or landing page. Alternatively, you can view the enhancements as a demonstration of the significant impact conversion rate optimisation can have on conversion rates—highlighting the untapped potential within your own digital marketing efforts.
The clients
We’re going to reference two clients:
PorterVac – PorterVac are Melbourne’s leading gutter cleaning and roof restoration experts. We are privileged to have represented their online marketing efforts for over a decade. Over the years, we’ve strategically crafted and continuously optimised landing pages for PorterVac, leveraging extensive A/B testing to refine all elements of their landing pages. The result: a conversion rate that significantly outperforms industry benchmarks and demonstrates the power of data-driven strategy.
Energy Makeovers – Energy Makeovers are one of the largest Accredited Providers in the VEU program, offering energy efficiency services and upgrades across Victoria and Sydney. We’ve developed high-performing landing pages for Energy Makeovers, which we continue to test, refine, and enhance through ongoing optimisation. These efforts have delivered exceptional conversion rates—well above industry benchmarks—demonstrating the sustained impact of our conversion rate focused approach.
Enough exposition, it’s time to dive into the meat of this blog post. Let’s look at conversion rate optimisation that worked and just how much they impacted conversion rates.
For reference, here is how PorterVac’s landing page looked 5 years ago:
Here it is 4 years ago
And how it looks now, after many tests and iterations.
So, what did we do during that time?
1. Reduced the number of form fields
A conversion rate increase of 295%
PorterVac had a pop-up form featured above the fold (for a mobile). The old form included 5 fields, plus a tick box for preferred contact time. By reducing the form to 3 fields and no contact time, the conversion rate of the page increased 25%.
Old form
New form
2. Addition of Google Reviews Badge + 2 examples
A conversion rate increase of 33%
Reviews add social proof. Here’s a reminder of our blog post: How Social Proof Can Affect Your Conversion Rate.
By including a Google Reviews logo, 2 examples and [X] number of ‘Happy Customers’, we increased this form’s conversion rate by 33%.
Before
After
3. A New Landing Page Design
A conversion rate increase of 71%
Now, in itself, a new landing page design may not be considered a small, incremental change. However, in this instance, we used the tests we had previously run for PorterVac and brought them across to the new design, including Google Reviews, number of customers, fewer form fields, etc.
Before
After
4. Full page refresh
A conversion rate increase of 37%
The stylistic changes to this landing page design were carefully executed to align with PorterVac’s brand guidelines. Once we completed a website redesign, it was essential to update the landing page to ensure “design alignment”. The conversion rate increased 37%.
As before, all tested and validated elements were carried over and precisely replicated to preserve performance insights. The result is the newly updated landing page shown here:
5. Multi-step Quoting Functionality on Pop-up Form
A conversion rate increase of 31%
While reducing the number of form fields can often improve conversion rates, it can also lead to a decline in lead quality—such as enquiries from customers in unserviceable locations or properties. Recognising this challenge, PorterVac and Business Assist developed a multi-step form solution. This approach was designed to balance conversion performance with lead qualification, capturing more meaningful data while maintaining (and potentially increasing) overall conversion rates by sustaining user engagement and intent.
With this new multi-step form, the conversion increased 31%.
6. Multi-step Quoting Functionality on Static Form
A conversion rate increase of 61%
The multi-step form was the superior variation for conversions, and with that data in mind, we tested an integrated, static form against a pop-up. The static form was the winner with a confidence level of 98% and has since been permanently added onto the landing page.
The graph below is a visual representation of how PorterVac’s landing page’s conversion rate has increased over time.
7. Lift Primary and Secondary CTA above the fold
A conversion rate increase of 173%
The new landing page for Energy Makeovers retained select high-performing marketing elements from previous iterations while enabling broader testing in its initial rollout. This first round of optimisation focused on repositioning primary and secondary CTAs above the fold to enhance visibility and engagement. In addition, we introduced a ‘Call Us’ CTA to support immediate conversion opportunities and reworded the main CTA to ‘Why Switch’ to better align with the user’s decision-making journey and value proposition..
8. Minify Page / Faster load time
A conversion rate increase of 138%
A minified page may appear visually similar to its original version; however, the optimisation occurs behind the scenes. Minification reduces the size of code and script files by eliminating unnecessary characters, resulting in faster load times and decreased bandwidth usage. This technical enhancement improves page speed, contributing to a smoother user experience and stronger performance metrics.
9. Reworking Content
A conversion rate increase of 28%
Reworking the page content included:
- Rewording and lifting the FAQs
- Including specific content about the service within the header
- Government rebate Call-out moved above the CTA
See image above, and here are the reworked FAQs
10. Reduce the number of reviews
A conversion rate increase of 82%
While social proof can be a powerful conversion driver, its effectiveness depends on strategic placement and balance within the user journey. Here’s more information on why. For Energy Makeovers, reducing the volume of displayed reviews and repositioning key sections—specifically ‘Quality’ and ‘See if you Qualify’—higher on the landing page led to an impressive 82% uplift in conversion rate. This outcome highlights the importance of content hierarchy and focused messaging in optimising performance.
11. Questionnaire for Eligibility
A conversion rate increase of 43%
One of the most frequent customer pain points identified by the client related to confusion around eligibility for subsidised or discounted upgrades under the VEU program. To address this, we implemented a pre-qualification questionnaire that prompts users to provide key details upfront. This allows Energy Makeovers to confirm eligibility before personal information is submitted, reducing friction and improving lead quality. This questionnaire asked for details such as:
- State
- Do you have an existing system
- Have you had your existing system for at least 3 years
- Have you had this rebate before
By entering their details through the pre-qualification process, customers demonstrated higher intent and engagement, resulting in a more informed and committed journey toward conversion.
This graph provides a visual representation of how the client’s landing page’s conversion rate has increased incrementally since launch
Does your conversion rate need some assistance? Get in touch with our digital marketing experts, who are happy to help. And why not sign up for a complimentary 45-minute strategy session – obligation-free?
