Do you know the average conversion rate of a website in the service industry (cleaning services, moving companies, dog walking services, etc..)?
The average conversion rate in the service industry is around 3.3%. That means for every 100 people that visit a site, around 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 site 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:
- I will show you how we used King of Maids to get our conversions to 11.3% over five years (starting in 2013). King of Maids is a cleaning service I began when I was 19 for those that are here for the first time.
- I will show you how our ‘Simple’ theme booked even more jobs during our beta testing.
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 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, 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 someone’s 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 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 fascinating.
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%.
It 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 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 emails as we’d like 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 two and three 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 a free coupon that we just handed out.
The customer had to share a message with all of their friends on Facebook 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 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 high conversion rate that we were happy with, it was time to figure out how to push it to the next level.
Here is how our new form looked like:
We did several things with 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 for the form to stand out more and for it not to look overwhelming.
This new modification to the form saw a further 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, let’s 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 to keep things simple and to set up a foundation of what works and what does not before we add more themes.
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 to 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.
Some of our clients are already using the ‘Simple’ theme.
Here are 2 of them that I like a lot:
Cure Cleaning: https://www.wevegotthecure.com/
We will also release an advanced theme builder in the future.
Here is a tiny preview of how they will look like.
I know many asked why we didn’t switch over King of Maids yet, and the answer is SEO.
Our simple theme is fixed, and you cannot yet add multiple pages using our current website builder.
Since we have thousands of pages and many of them are ranked, we cannot switch until we can re-make these pages using the advanced theme builder.
(As of 2020 we now added the functionality to add pages to a website and we will eventually start switching King of Maids over to our new website builder).