Imagine you are a month into a lead generation campaign and you notice that the landing page has an unusually high drop-off rate. Describe how you would approach diagnosing and fixing the issue while the campaign is still running.

Situation

In my role as a marketing coordinator for a SaaS company, we launched a paid search campaign for a free trial sign-up. Two weeks in, I noticed the landing page's drop-off rate was 62%, well above our usual 35%.

Task

I needed to quickly find the cause of the high abandonment and implement a fix without pausing the campaign, as we were still driving valuable traffic.

Action

I first checked for technical issues like page load speed; using PageSpeed Insights, I saw the mobile load time was 8 seconds. I then recorded user sessions via Hotjar and noticed users were stuck on a long form with 12 fields. I collaborated with the web developer to compress images, enable lazy loading, and reduce the form to only email and company name. I also added a progress bar and a stronger headline reiterating the free trial benefit. We ran an A/B test on the new page against the original for one week.

Result

The optimized page reduced drop-off to 28%, increased form completions by 170%, and improved the conversion rate from 3.1% to 8.6%, generating 450 more trial sign-ups that month without increasing ad spend.