Two Changes That Slashed Mortgage Lead Cost by Over 50%

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Same Google Ad, same keywords, 2 changes to the landing page resulted in a 61.09% decrease in cost per lead

I want to share a recent experience that got me thinking about the power of human connection in online business. So, picture this: I’m in the market for a new car, and naturally, I head to a showroom to check out the latest models.

Excited to check out the new Land Rover Defender I swagger into the showroom decked out like a quintessential Land Rover driver, complete with my wax jacket and all expecting to be greeted with enthusiasm. But as I walk in, it feels more like I’m invisible. No one approaches me, and even the receptionist seems more interested in her phone than helping potential customers.

Now, I’m someone who prefers minimal human interaction, especially when I’m shopping.
But in this scenario, the complete absence of assistance left me feeling disconnected and disinterested in making a purchase. It got me thinking about how this relates to lead gen online.

It reminded me of an experiment we ran with Google ads. Curious to explore how featuring a person’s face and voice on a webpage would impact user engagement, we delved into the experiment. The results were eye-opening. Pages with an adviser’s face not only attracted more leads but also did so at a lower cost. It became clear that people crave that personal touch, even on websites.

What did we learn?

So, what’s the takeaway? Well, it’s simple: people buy from people. Whether it’s in a showroom or on a website, establishing trust and rapport is key to converting visitors into clients. While it might feel uncomfortable at first, incorporating personal touches like videos or audio players can significantly enhance user engagement and ultimately drive sales.

In a nutshell, my showroom encounter taught me the importance of human interactions. By embracing this, businesses can create meaningful connections with their audience and ultimately foster long-term relationships. So, don’t be afraid to put yourself out there. After all, a little personal touch can go a long way.

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