+262% Conversions in Los Angeles via UX Transformation
How SOS Moving fixed their “digital storefront” to lower costs and triple their traffic.
About The Client
SOS Moving is a professional moving service operating in the competitive landscape of Los Angeles, CA. They provide local and long-distance moving services, emphasizing efficiency and care for personal belongings.
Industry: Moving & Storage
Services Provided:
- Google Ads Management
- Website Design & Development (UX/UI)
- Conversion Rate Optimization
Overview
Los Angeles is one of the most expensive advertising markets in the US. For a moving company to succeed, they cannot afford to waste clicks.
In 2021, SOS Moving was in a difficult position. They were relying heavily on third-party “Pay Per Lead” platforms like Yelp. While these platforms provided volume, they forced SOS to share leads with competitors, resulting in bidding wars and low margins.
They wanted to shift to Google Ads to generate exclusive, high-quality leads. However, their existing website was a bottleneck. It was suffering from a low conversion rate, meaning that paying for traffic was essentially burning money.
They approached us to rebuild their digital presence from the ground up and manage a scalable ad campaign.
Goals
We established clear targets to transform their digital performance:
- Restore the “Human Element”: Moving is personal. We needed a website that encouraged conversation, not just data entry.
- Generate Exclusive Leads: Move away from shared aggregator leads and build a pipeline that belongs solely to SOS Moving.
- Scale with Efficiency: The goal was to drastically increase market share in LA without letting the Cost Per Acquisition (CPA) skyrocket.
Challenges
- The “Robot” Problem. The previous website utilized a complex, multi-step quote form. While theoretically thorough, it removed the human touch from the process. People entrusting their life’s possessions to a mover want to feel a connection, not click through endless wizard steps. This friction was causing potential leads to bounce.
- The “Shared Lead” Trap. Relying on Yelp and aggregators meant SOS Moving was constantly fighting for attention. They needed to escape the “race to the bottom” on price.
- High Cost Per Click (CPC). LA is a saturated market. If your website is slow or irrelevant to ads you’re running, Google penalizes you with lower Quality Scores and higher costs. SOS Moving needed a technical overhaul to compete financially.
Strategy
Simplification & Human Connection. We completely redesigned the website with a focus on User Experience (UX).
- The 5-Field Form: We scrapped the complex multi-step wizard and replaced it with a simple, clean 5-field form. This lowered the barrier to entry significantly.
- The “Floating” Lifeline: We implemented a floating Call-To-Action (CTA) element that stays visible as the user scrolls. It offered three clear options: Call Now, Get a Quote, or Video Estimate. This put the user in control of how they wanted to communicate.
The “Quality Score” Loop. We moved the site to better hosting, configured caching, and optimized the code for lightning-fast load speeds.
- The Result: Faster speeds and better engagement led to higher Google Quality Scores.
- The Payoff: Because our Quality Scores increased, our Cost Per Click (CPC) actually decreased. This allowed us to bid more aggressively without spending more per lead.
Results
The synergy between a high-speed, human-centric website and smart ad management produced explosive growth.
Comparing Live Campaign Performance (2021 vs. 2022)
- Ad Spend: Increased by 206% (Aggressive scaling)
- Click Volume: Increased by 302%
- Conversions: Increased by 262%
- Cost Per Conversion: Stabilized at $54.35
The Impact
By fixing the User Experience, we achieved a rare result: Click volume grew faster than Ad Spend.
We successfully tripled the traffic and nearly tripled the booked jobs, all while maintaining a healthy Cost Per Conversion of ~$55. SOS Moving now controls their own lead pipeline, free from the reliance on shared lead platforms.