TurnKey Sales Lead Growth
Our second KPI on the TurnKey website was growing more Sales leads for TurnKey’s property management program. Filling out the Web-to-Lead (WTL) form was the fist step in our sales funnel.
While guests made up the majority of site traffic and direct revenue, Homeowner leads were far more valuable long-term and critical to the company’s growth goals.
As the PM for the website, I worked closely with Marketing, Sales and Design to grow WTLs rapidly over three years, hitting an increase of 327% in May 2021 vs. May 2017.
We did so primarily by via two levers:
SEM Optimization - we grew rankings and keyword breadth in SEO and Paid.
CR Experimentation - iterative A/B testing to increase conversion rate.
Web-to-leads generated on the website, 2017 - 2021
Note that Covid-19 severely impacted WTLs in Spring 2020.