CRO Test Drives 34% Lift in Conversion Rate for Story Hill Renovations
Story Hill Renovations is a Milwaukee-based remodeling company with a passion for reviving vintage and historic homes. Their expertise spans kitchen and bathroom remodels, room additions, attic and basement renovations, and more, blending modern functionality with timeless charm. 
The Opportunity:
While website traffic was steady, lead volume wasn’t keeping pace. With a long-scroll website layout filled with rich imagery, the contact form was positioned too far down the page, resulting in low visibility, especially on mobile. We saw an opportunity to boost conversions by improving form accessibility.
Granular’s Solution:
We kicked off with a data-backed strategy to better understand user behavior and test the impact of improved form placement:
Key Tactics Included:
- Analyzed scroll behavior using Microsoft Clarity, revealing that only 23% of desktop and 19% of mobile users ever saw the form
- Designed an A/B test via Google Ads, featuring a revised homepage with the form placed roughly 50% higher on the page
- Preserved overall page design due to platform limitations, while strategically shifting visibility to the primary conversion point
The Results:
The experiment ran for 80 days to reach statistical significance; delivering clear improvements in user engagement and conversion performance:
- Conversions were 42% higher on Page B compared to Page A.
- The conversion rate on Page B was 34% higher than Page A.
- Cost per conversion was 32% lower on Page B than on Page A.
- Form visibility dramatically improved, reaching 45% of desktop users and 60% on mobile
This test validated what many marketers suspect: strategic UX changes, especially around form placement, can outsize campaign performance. Even with design constraints, small adjustments led to major wins in visibility, engagement, and cost efficiency.
Questions?
At Granular, we don’t just deliver stellar results via targeted paid traffic, we make sure the place we’re sending traffic to also performs well. Conversion Rate Optimization is often overlooked, but it is a valuable method for boosting marketing efficiency. So, if you have any questions or are interested in having Granular help grow your business, please use the button below to get in touch!
