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Optimizing for form page visits

Say we’ve got a B2B lead generation website. Most visitors land on our richly informative homepage. There are also About, How it Works, Case Studies, and Contact Us pages.

Visitors can visit Contact Us from anywhere on the site, so our quote-unquote funnel looks like:

(Any page) –> Contact Us –> 💥

The Contact Us page essentially is the funnel. So getting more traffic to it will surely translate to moar conversions 💰.

After careful deliberation, we launch an experiment that makes the following changes:

2 weeks have gone by and we see a marked increase in form page visits. In fact, we’re seeing a 43% increase in the Homepage –> Contact Us conversion rate.

So, did we improve the site?

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