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How Prism Improved Carolina Country Home's Click to Contact Conversion Rate by 1.3% within 2 Months

The Client

Since 1998, Carolina Country Homes has served as the leading modular home dealer in South Carolina. Based in Lancaster, SC, they design and install high-quality modular homes throughout South Carolina and the Metrolina region of North Carolina.

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PROBLEM

The Challenge

When we first started working with Caroline Country Homes, we saw significant improvements in their Google Ad performance (you can read more by checking out the case study here). Their goal shifted to:

  • Reducing the cost per contact
  • Increasing the click to conversion rate

WHAT WE'VE DONE

The Solution

Here is what we did to get that conversion rate up.

 

On the Google Ads Side

  • We optimized the cost per conversion to find the ideal balance for Carolina Country Homes. 
  • We experimented with the campaign's budget to determine the most effective daily allocation and adjusted the ad scheduling to align with peak engagement times. By analyzing when the budget was depleted, we ensured it did not conflict with high-engagement periods. 
  • We refined our keyword strategy by pausing underperforming keywords and introducing new ones to boost click-through rates.

On the Landing Page Front

  • We conducted comprehensive A/B testing with various elements such as videos, content, and form lengths. 
  • We tested different video styles and content formats to identify which ones resonated most with visitors and drove higher engagement. By experimenting with the length and structure of forms, we were able to optimize the balance between gathering essential information and maintaining user convenience. 
  • These iterative tests allowed us to pinpoint the most effective combinations, enhancing the overall user experience and significantly improving conversion rates.

With Regards to Follow-Up Strategies

  • We implemented automated email sequences triggered by specific user actions.
  • We were able to build trust through a series of informative emails that highlighted the advantages of modular homes, shared customer testimonials, and answered common questions.

RESULTS

The Outcome

  • Our retargeting campaigns successfully re-engaged previous visitors, increasing conversion rates from 0.6% to 1.9%.
  • The A/B testing of the landing page increased visitors by 33.3% in one month.
  • The automated and personalized email campaigns boosted email open rates to an average of 44%.
  • The average click through rate on follow up emails rose to an average of 12.8%.
  • The number of deals generated year to date is 130, surpassing our goal of 127. Therefore, we have exceeded our deal count target.

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