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Norrie Johnston Recruitment

How our CRO quick-wins audit increased leads by 118.75% in just 5 months

The background

Norrie Johnston Recruitment is a specialist recruiter for senior and executive-level roles in financial services, manufacturing & industrial, technology, media & telecoms, retail & FMCG, and professional services. Their clients include John Lewis, BMW, Microsoft, Toyota, and more.

Norrie Johnston Recruitment wanted to increase the number of quality B2B leads with the ultimate goal to place more senior talent into relevant roles.

What we did

Increasing B2B leads and improving return on ad spend

To increase the number of quality B2B leads, we audited the website to understand how users use, respond, and engage with the website.

We found that the majority of users dropped off the website as soon as they reached the form, phone, and email section of the website.

To boost conversion rate, we focused on the following conversion goals:

  • “Tell us about your hire” form
  • Phone call
  • Email contact forms
  • Whitepaper download

We then improved the 18 best-performing pages, including:

  • Main forms and CTA’s
  • Essential pages (including Homepage, About page, etc)
  • Service pages (including Executive Search, Interim Management, Fixed Term Contract, etc)
  • Sector pages (including Financial Service, Manufacturing & Industrial, Tech, etc)

The CRO actions that led to increased conversion rate:

  • Improved sitewide value proposition
  • Made all main call-to-action (CTA) elements visible above the fold
  • Established navigation that follows user’s natural eye path
  • Added social proof
  • Corrected the use of brand and CTA button colours
  • Set a hierarchy for information and CTA buttons
  • Built frictionless forms
  • Created more effective web copy

The results

Our conversion rate optimisation resulted in 25.5% increase in sessions and better user engagement – leading to 118.75% increase in conversions.

Additionally, the homepage bounce rate dropped 96.86%, meaning significantly more people spend more time on the website thanks to a frictionless user experience.

Results in numbers

  • 118.75% more conversions (in 6 months)
  • 25.5% more sessions
  • 70% decrease in sitewide bounce rate