Digital Elevator began with a comprehensive audit of the BPS subsection of the website to identify opportunities for improvement. We recognized that the navigational structure was in need of optimization, the sales copy could be improved to better speak to their target audience, and the lead generation call-to-actions could be revisited to help with conversions.

Because their services had exceptionally long lead times, we made suggestions to help potential clients get into the top of their sales funnel with less friction by utilizing white papers and video marketing. Upon further dissection of the BPS divisions’ existing content, we discovered a fantastic performance calculator resource that was not being utilized. We worked to place this tool as a call-to-action within the sales copy to help prospects understand the savings they could potentially have by switching partners. This tool was also created into a dedicated landing page that we recommended be used as part of their existing, but poorly converting, pay-per-click campaign.

The conversion rate optimization approach Digital Elevator took ultimately involved changes to the site’s navigation, sales-driven content marketing optimizations, and the placement of lead generation assets such as white papers, videos, and a performance calculator in strategic areas. As a result, McKesson experienced a 15% total lead increase and a 34% increase in PPC-generated leads over the course of six months.