A competing school (School A) had a higher mobile conversion rate than our client, which meant we had to find out why and address the issue. Our research showed that School A had an expanded RFI (ready to fill out) form on its mobile platform, while our client was using an un-expanded RFI form on its mobile platform, which meant it had to be clicked on to be filled out.

After analyzing our conversion rates in Google Analytics and comparing them to past conversion rates, we changed our form to the expanded format. We then compared our numbers to the same 18-day period from the year before, as well as random months throughout the year.

Results

From July 1 to September 1, when we were NOT using the expanded form, overall traffic to the site was 76,569, of which 52.35% was mobile. During this time, there were 249 mobile conversions, converting at .62%.

From October 1 through December 1 (after the expanded RFI was implemented), overall traffic to the site was 52,500 (of which 38.56% was mobile). Total mobile conversions during this time was 600, converting at a rate of 2.96%. 

The results were conclusive – changing the RFI to the expanded form on the mobile platform resulted in an increased conversion rate of more than 241%.

Knowing these results, we have since implemented similar processes for other clients.