Magazine article CRM Magazine

The New-Age Home: Aided by SiteSpect, a Specialist in Elder-Care Placement Boosts Web Conversions and Better Addresses Client Needs

Magazine article CRM Magazine

The New-Age Home: Aided by SiteSpect, a Specialist in Elder-Care Placement Boosts Web Conversions and Better Addresses Client Needs

Article excerpt

Founded in 2000, A Place for Mom is the nation's largest service for elder-care referrals. "We help families find all sorts of elderly-care solutions for their loved ones--nursing homes, assisted living, home care," says Ben Villa, the service's senior product manager. "We advertise all over the Web, on search, email, and basically we need to generate leads by means of people filling out our online form."

That online form would appear via a rather generic landing page, which is what A Place for Mom would serve up to those who clicked on any of its ads and search results--regardless of whether those potential customers had searched for "assisted living" or "nursing home." "It was a one-size-fits-all form," says Villa. "There was no customization to it." Visitors would sometimes fail to become leads because the site was insufficiently specific to their needs.

Eager for both a new site layout and a better mechanism for bringing leads to its portal, A Place for Mom turned to SiteSpect, a provider of Web optimization solutions, in November 2008. Using SiteSpect's ability to gauge the essential nature of individual page links, A Place for Mom found that a number of leads were getting lost in the clicking process. So the company streamlined its site, reoriented link positions, and simplified form fields. Testing proved, for example, that 98 percent of users ignored one of the form fields on the landing page--and simply doing away with this field increased conversion rates.

The SiteSpect implementation has improved lead generation through new keyword searches. "We've tested probably a few hundred variations of our form," Villa says. "At any given moment we'll [be testing] maybe six variation families.... Users will see maybe 20 versions of a page."

When people search "Kansas City retirement homes," for instance, they're now taken to a landing page that includes a form about retirement communities above a display of various retirement facilities. …

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