CONVERSION RATE OPTIMIZATION

How we increased conversions by 24% saving $96,000/year for OPR Disability Law

Summary

Digital Dames improved conversions across multiple touch points in the marketing funnel for OPR Disability Law, from ad click-through rates to on-page form completions and phone calls, ultimately reducing cost-per-lead and increasing qualified leads for the law firm.

 

Our Role

  • Analytics Strategy
  • Goal Tracking
  • Google Tag Manager and Google Analytics Design and Engineering
  • Paid Ads Management
  • Website Design & Development
  • A/B Testing Optimization 

 

 

About  OPR Disability Law

Based in Phoenix, Arizona, OPR Disability Law has been focused exclusively on disability benefits law for more than 30 years.
Their attorneys have represented tens of thousands of Social Security and Long Term Disability claims and have represented over fifteen thousand claimants in hearings and litigation.

 

The Challenge

Digital Dames partnered with OPR Disability to manage their Google Ads and Bing Ads, with the goal of reducing their overall ad spend and improving the firm’s qualified potential leads.

The Solution

l

Analytics Strategy

Consulted & identified top KPIs that guided our marketing funnel goal setup from ad clicks to landing page to phone calls & form completions.

Multivariate Ad Testing

Conducted multivariate testing through machine learning on current and newly introduced ad combos to find the highest performers.

Landing Page A/B Tests

Conducted split A/B tests to test new layouts , forms and copywriting on the firm’s landing pages.

Snapshot of the tag strategy designed for OPR Disability Law

Individual goal-tracking events were engineered to identify leads for two practice areas (Social Security Disability and Long Term Disability), lead types (Phone Calls and Form Completions) and marketing channels (Bing and Google Ads).

Snapshot of the tag strategy designed for OPR Disability Law.

Individual goal-tracking events were engineered to identify leads for two practice areas (Social Security Disability and Long Term Disability), lead types (Phone Calls and Form Completions) and marketing channels (Bing and Google Ads).

Snapshot of
OPR Disability Law’s
CRO Experimentation Calendar

We took a systemized approach to all experiments to define the observation, hypothesis and KPI for each experiment with the goal of improving various touchpoints of their marketing funnel such as ad click-through rates and landing page actions (form completions and phone calls).

Once a statistically significant winner was determined, we focused the budget on the winning element.

Snapshot of OPR Disability Law’s CRO Experimentation Calendar

We took a systemized approach to all experiments to define the observation, hypothesis and KPI for each experiment with the goal of improving various touchpoints of their marketing funnel such as ad click-through rates and landing page actions (form completions and phone calls).

Once a statistically significant winner was determined, we focused the budget on the winning element.

Landing Page Designs

Examples of the Control Landing Page vs. newly designed Landing Page with a simplified design, updated color palette and shortened copywriting.

Old Design: 10% Conversion Rate

New Design: 33% Conversion Rate

233% increase in conversions

with 95.47% confidence

Examples of Winning Ad Combinations

39% increase in CTR

with 100% confidence

New Design: 10.74% CTR

Old Design: 7.71% CTR

Outcome

After ongoing experimentation over the course of 8 months, these were our results:

43% savings monthly ad spend

(average $96,000/year)

45% savings in cost-per-lead

with a 2% increase in qualified leads

Ave. 24% improvement

 in landing page conversion rate

“Digital Dames was pivotal to our digital marketing success. It was amazing to find out that when our funnel was optimized, we could spend half of our budget and get  the same amount of leads, but better-qualified with a higher closing ratio. This increased our profit margins by a lot; we should have done this sooner.”

Erin Ronstadt

Attorney & Partner, Ober Pekas Ronstadt

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