Also credited: Carrie Von Rosen, Phil Bernabe, Elise Schmieder
Analytics in Action
Bissell Rental needed a new rental form. During routine site monitoring, we noticed a pattern. Most renters were there to do two things—download a coupon and find the nearest Bissell Big Green rental location. With most renters jumping off the site after finding a location, there was no mechanism for keeping track of how many of these visitors actually converted into sales or who they were since the rental agreements were being completed in the stores. It took up to nine months before those printed forms were available for Bissell, making timely follow-up nearly impossible.
Taking Control of the Form
We recommended locating a digitized rental form CTA close to the search results for visitors. This helped alter the nature of the site visits and created the opportunity to make the customer’s rental experience more efficient. Completing the long rental form in-store is inconvenient and can result in an unexpected delay.
Immediate Business Impact
By offering the form with the location results, Bissell now captures more consumer information immediately. It’s also easier to entice site visitors to sign up for the newsletter with a targeted manufacturer’s coupon worth $2 more than the normal rental coupon. The online form can be found on Bissell Rental in each location search result.