Service Industry Conversion Average 2.95% – Ours 11.3%

Do you know the average conversion rate of a website in the service industry?

The average conversion rate in the service industry is around 2.95%. That means for every 100 people that visit a site, less than three of them become a client.

If your website is converting less than the average, I’d safely say that you’re either not testing your website or you are not implementing techniques to bring your conversions up.

Most new websites fall under the average.

In this blog post I will show you two things:

  1. I will show you how we managed to get our conversions to 11.3% and the best part is, it is all automated.
  2. I will show you how our ‘Simple’ theme beat out our website during our beta testing stage.

Let’s talk about how we convert 11.3% of prospects with our online booking forms.

Pushing all traffic to book online.


Our first hurdle was to push all traffic to use our booking forms, so we re-did our site to what is shown above.

From our original design, people wanted to call our office which lowered our conversion rates.

When I was still answering calls there were times I missed phone calls because I was handling another customer and by the time I could reach back, the customer already booked with another service.

At other times, folks just didn’t want to be on the phone, rushing the conversation which didn’t allow us enough time to tell them what they needed to hear in order to convince them to book with us.

Once we re-did everything the calls decreased and the conversions online increased to 2.32%.

One major thing we did, was we made sure all of our ads said something about “instant pricing online’ or ‘book online’ so the prospect knew that they could get pricing or book online before they even landed on our website.

Another thing was, we made sure that the website was very straight forward and to the point that we only advertised our online booking and instant pricing.

This all ensured that the user would at least look at the form before reaching out to us.

Focusing on our booking forms.

Now that we finally had someones attention, we had to make sure that more people were booking.

We tried changing the pricing a few times but none of that seemed to help.

At one point, we lowered our prices and there was almost no difference in conversions.

We then decided to re-do our forms completely from a one step form, to a three step form and this is where we finally saw some magic happening.

Our conversions went from 2.32% to 4.78% instantly.

We more than doubled our conversions which was super exciting for us.

Our form now looked like this:

First, you had to enter your zip code in order for us to determine if we service your area.

Then, you would go to the next step to check availability and finally checkout during the third step.

Re-building the booking forms. Again.

Now that we had a solid 4.78% conversion rate, we went back to the drawing board and we re-did everything again based on everything we’ve learned up to that point.

We changed our booking form from a three step form, to a two step form, we added an email capture to the first page and made some small design changes.

No prices were changed what so ever.

We ran some tests and our conversions skyrocketed from 4.78% to 10.11%.

Here is how our new booking form looked like:

This test was extremely interesting.

We ran this test for over 12 months and saw that the conversions from step one to step two decreased, most likely because we added the email field, but the conversion from prospect to client increased by 5.33%.

Turned out that by adding in the email field, we eliminated those who most likely weren’t serious shoppers and perhaps were even other services studying the flow of our form.

Either way, the conversions increased to over 7%.

The rest of the increase in conversions came from our captured emails.

Even though people entered an email, some of them still left before finishing the booking.

The exact reason of why they left is unknown, but we assume it could be due to a personal emergency or even no availability on our part once they checked what was available.

Either way, with that email we were able to set up an automated list to those who didn’t finish the booking.

Now, if they left they would get an email two hours later asking them ‘what went wrong’.

Then another email a day later and another email a day after that.

It was our choice to send as many email as we’d like in order to turn that prospect into a customer.

We tested the flow over the next 12 months and we found that by giving them a coupon in email 2 and 3 worked best.

What was even better was that the coupon offered was our ‘Facebook’ share coupon (you can see the ‘grab coupon’ in the above photo) which was not really a free coupon that we just handed out.

The customer had to share a message with all of their friends on Facebook in order to automatically receive this coupon code and use it during step two of the booking form.

Each time they shared this code, we on average received 1-3 NEW clients just because they saw that a friend was using our services.

This was amazing.

We were now getting free clients on top of the already increased conversions that we worked so hard to get.

Now, once the person who left during step two came back to finish the appointment, the software automatically moved them to a new list after they completed the booking.

That list had its own perks which I will go over in a different blog post at some point in the future.

Making more modifications to our booking forms:

Now that we had a great conversion rate that we were happy with, it was time to figure out how to push it to next level.

Here is how our new form looked like:

We did several things to this new design.

From the last form, even though the conversions went up significantly, there were still some folks that left the page almost immediately.

It took us a few weeks to figure out why but after some phone calls we narrowed it down to confusion and not enough information.

We decided to add a top section to explain the booking process quickly and a ‘Popular Questions’ section to help with some of the most popular questions people usually have when booking with us.

Since adding a few things to the form we decided to remove the background in order for the form to stand out more and for it not to look overwhelming.

This new modification to the form saw a new increase in conversions and we finally hit our 11.3% conversion rate.

That’s not all!

As you can see we even tried to make the ‘Grab A Coupon’ pop-up stand out more to get more people to use it.

So far the data is looking positive but we are working hard to increase the numbers even more.

If you’ve been following King of Maids, you already know that our forms change often and it will continue to do so.

There is always something that can be added to increase conversions and we are already testing new forms and new features based on what we’ve learned so far.

We hope to share them with you guys in the near future.

Now, lets talk about something interesting that occurred during our last round of testing.

Sometime in August we were testing our ‘Simple’ theme before we released it to the public and after sending traffic to it, our conversions went from 11.3% to 13.8%.

Please also keep in mind that all of the tests performed were on a well branded site that has been in business for years.

We cannot promise the same results due to many different factors.

This is how our new theme looked like:

We called it the ‘Simple’ theme because I learned a long time ago that simplicity sells.

This theme was the first theme we introduced in order to keep things simple and to set up a foundation of what works and what does not, before we introduce more advanced themes.

We simply introduced a home page and added the book now page, gift card page and a login/sign up page along with a terms of service and privacy policy on the bottom.

I was not expecting the results to be higher than what King of Maids achieved with our current website but I was also not surprised.

This theme is much better to the eye, it gets straight to the point and it almost acts as a long form landing page.

The user also doesn’t get overwhelmed with options as where they should go, so they go straight to the ‘Book Now’ page.

We even forgot to switch the word ‘Simple Services’ to ‘King of Maids’ and it still outperformed our current site.

Currently we are testing a few more advanced themes with more pages.

If those pass our tests, we will switch King of Maids over and release them to the public.

Stay tuned.

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