Conversion Rate Optimization Case Study, General Power

The Business

General Power provides industrial power generation solutions to customers across multiple industries. Its website supports a lead-driven sales model, where prospective customers research available solutions, evaluate their options, and submit inquiries before moving into a direct sales conversation.

As more of that research moved to mobile devices, General Power’s highest-value landing pages took on a larger role in inquiry generation. Usability, navigation, content flow, and access to key calls-to-action shaped how easily visitors could reach the sales team. General Power partnered with us on a focused Conversion Rate Optimization (CRO) initiative to improve those pages and increase inquiry submissions.

The Objective

General Power’s CRO engagement focused on its mobile experience and highest-value landing pages. The scope covered 8 strategic landing pages and 5 additional conversion-focused pages, supported by behavioral analysis and A/B testing. Four business challenges shaped the work:

• Reducing friction across the mobile experience. On smaller screens, navigation, spacing, button placement, and content hierarchy had a greater effect on how easily visitors could research solutions and move toward an inquiry.
• Improving conversion paths on high-value landing pages. Priority landing pages played a direct role in lead generation, but their content flow, calls-to-action, and navigation needed refinement to create a clearer route from initial interest to quote request or contact submission.
• Building confidence at the point of inquiry. Inquiry forms marked the point where product research became a sales conversation, so the form experience and surrounding trust signals had to give visitors enough confidence to submit their information without adding unnecessary steps.
• Measuring which changes improved performance. The team needed a clearer view of where visitors hesitated, disengaged, or left the conversion path, so testing could show which adjustments warranted broader rollout.

The work stayed focused on the mobile and landing-page changes most closely tied to inquiry generation, keeping the engagement targeted and separate from a full site redesign.

The Strategy

The engagement combined mobile refinements, landing-page optimization, and behavioral testing, each tied directly to how visitors moved toward an inquiry.

The Results

• 13 priority landing pages optimized across General Power’s core product and lead-generation journeys.
• Mobile UX improvements deployed across key pages, including sticky calls-to-action, responsive layouts, navigation updates, and refined button placement.
• Inquiry experiences strengthened with clearer conversion paths and added trust elements around lead forms.
• A behavioral testing framework established using heatmaps, session recordings, and A/B testing to guide CRO decisions and support the project’s target of a 20%+ increase in landing page conversion rates.

General Power’s priority pages now play a more direct role in moving high-intent visitors into the sales pipeline. Product research, quote requests, and contact actions are connected more clearly, reducing friction between evaluating a solution and starting a sales conversation.

Because the work focused on pages already attracting qualified traffic, General Power can extract more value from its existing acquisition efforts by converting more of that demand into inquiry opportunities.

The engagement gave General Power a working baseline for improving conversion performance as the site evolves. New product categories, campaign pages, and mobile journeys can be evaluated against behavioral patterns already identified through the initial CRO work.

As more tests are completed, General Power gains a clearer view of which page structures, calls-to-action, and inquiry experiences perform best with its audience. Successful patterns can then be carried into new high-value pages, making future optimization more focused and easier to prioritize.