What we realized was that some people coming to the site needed a dedicated experience that explicitly explained the features of The Ridge Wallet. On our homepage we added a third banner and call to action for people to see how the wallet works. Once the customer clicks on that call to action, they are directed to the second page in the funnel, which educates the customer on the product before pushing them to a product page. That change in the CTA on the third banner resulted in a 20x increase in click-through rate. This small funnel increase our conversions rates for our top of funnel traffic by 15%.
Being able to test and identify the people that needed extra information, and building out the supplementary pages that provide it, has likely led to an additional $2.5M in revenue. What made this a success was us understanding exactly where someone was in the customer journey and their expectations and understanding.
The information we provide needs to match up with those expectations, and these pages did a great job at mapping to that. Driving traffic to "The Switch" page has had by far the biggest impact on our conversion rates. We're currently running an additional four to five tests and continuing to tailor content to specific audiences to see where we can drive more impact. We've also rebuilt our entire blog using Shogun, which has allowed us to create more robust content and given us a lot more options on how we can treat our content pages.