American Consumer Credit Counseling · Case study 03
Boosting Lead Quality With a Customized Funnel
Original case study: Boosting Lead Quality With a Customized Funnel
American Consumer Credit Counseling replaced a generic landing-page experience with a guided funnel tailored to visitors’ debt concerns. A pull-down selection for topics such as credit card debt, student loans, and mortgage debt directed users to relevant pages with targeted content and solutions. Each path included a dedicated lead-capture form, enabling more useful data for targeted follow-up. Conversion tracking and A/B testing supported ongoing optimization. The case study reports lower landing-page bounce rates, stronger conversion, easier service discovery, higher-quality leads, and a more effective follow-up process.
The challenge
The generic landing page made it difficult for visitors to reach the debt-relief options most relevant to them, contributing to high bounce rates, low engagement, fewer qualified leads, and weaker conversion.
What the work involved
- Built a dynamic funnel around a landing-page experience tailored to each visitor’s debt concern.
- Added a pull-down menu that directed visitors to relevant debt-relief pages and solutions.
- Placed dedicated lead-capture forms on each tailored landing page to support qualification and targeted follow-up.
- Used conversion tracking and A/B testing to continuously refine the experience.
Documented outcomes
- Reduced landing-page bounce rate by 25%.
- Increased conversion rate by 30%.
- Helped visitors more easily reach services matched to their needs, supporting higher-quality leads.
- Supplied tailored-page data for more targeted marketing follow-up.
Source note
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