Steel pipe distributor more than doubles inbound leads
American Piping Products is one of the world’s largest distributors of steel pipe. They pride themselves on stocking an extensive product inventory, delivering exceptional customer service and fulfilling orders from anywhere across the world — same-day.
Issue and importance
American Piping Products’ website was already well-optimized in search engines, so their traffic volume was strong. The problem? They relied on one, buried contact form to convert their thousands of monthly website visitors into real contacts and leads. With a hungry, motivated sales team in-house, they knew they were missing a big lead-generation opportunity by relying primarily on outbound phone calls to generate sales. A well-designed inbound-lead-conversion strategy on their site could grow their business significantly.
Solution and results
Our team pooled our brains, designed and built an on-site conversion optimization plan that consisted of a more prominent and visual call-to-action system, live chat function and downloadable resources placed behind lead capture forms. Results follow:
- 149 percent growth in leads generated through website during the six weeks prior to this case study being published
- The live chat function has become central to business development initiatives