Beyond Traffic: How We Doubled Growform's Growth by Focusing on User Actions

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When Growform approached us in April 2024, they were already seeing decent traffic to their multistep form builder platform. But raw visitor numbers weren't translating into the kind of growth they needed. Here's how we transformed their results by focusing on what really mattered—the actions users take before becoming customers.

What We'll Cover

We're going to show you how we shifted Growform's strategy from chasing traffic to optimizing for specific user actions that drive revenue. 

You'll see our approach to: 

• Identifying key conversion points
• Optimizing critical user journeys
• Measuring what actually matters for business growth

…and more.

The Problem - Traffic Without Intent

When Growform first approached us, they had a solid product, but their growth strategy wasn't delivering results. They were getting traffic, but it wasn't helping their bottom line.

Here's where they started:

• A lot of their organic traffic was landing on top-of-funnel blog posts about form design and lead generation
• It wasn’t clear which kinds of pages were best at converting visitors into customers
• They lacked content targeting users actively looking for form builder solutions
• Their traffic was growing month over month, but signups and paid conversions weren't keeping pace

In short, they were getting lots of visitors interested in learning about forms, but very few ready to invest in a new form builder solution. They needed a shift in focus.

The Solution - Action-Based Growth Strategy

Instead of spreading our efforts across all traffic-driving opportunities, we zeroed in on three critical user actions that indicated real buying intent:

• Reaching the signup page
• Entering the form builder
• Selecting a paid plan

We focused on two main areas:

Conversion Analysis

Our first step was a deep dive into Growform's user journeys. At a high level, this analysis asked three crucial questions—first:

1. What pages play important roles in conversion journeys (and at what stages)?

Understanding the full conversion path showed us exactly where we were losing potential customers and which pages needed the most attention to improve sign-up rates. This allowed us to ask and answer two important follow-up questions:

2. What pages convert well but could be improved in terms of organic visibility? This revealed several high-performing pages that were stuck on page 2-3 of search results—representing a huge opportunity for growth.
3. What pages have good organic visibility but could be improved in terms of conversion rate? Based on answers to the first two questions, we had a pretty good idea of which pages should be converting. This allowed us to identify (theoretically) high-converting pages that were underperforming despite decent search performance. CRO represents a significant growth opportunity on these pages.

2. Holistic On-Page Optimization

For pages identified as crucial to the conversion journey, we prescribed a comprehensive set of improvements:

• Link building to boost authority and improve rank for underperforming keywords
• Internal linking to spread authority to key pages
• Content updates to directly increase rank or rank for SERP features
• Meta text updates to boost CTR
• Structural changes to improve UX and increase ranking
• New content—interlinked topical authority clusters designed to support important conversion pages

This systematic approach allowed us to address both visibility and conversion issues simultaneously. Pages that were already converting well received focused SEO attention to improve their search rankings, while high-traffic pages were optimized to better guide visitors toward trying Growform's form builder.

The Results - From Vanity Metrics to Real Growth

By focusing on optimizing key conversion paths, we've achieved an 11.6% conversion rate from view to builder trial on Growform’s most important pages. This means nearly one in eight visitors to these pages is now taking meaningful action toward becoming a customer.

Other improvements include: 

• Growth in Key Areas: 18.05% increase in users reaching the signup page over 90 days
• Builder Engagement: 6.38% increase in users reaching the form builder
• Consistent Growth: Month-over-month increases of 16.1% in new users engaging with the builder from optimized pages
• Domain Authority: 8-point increase in DR to 63
• Organic Visibility: Non-branded keywords up by 355

While overall traffic growth was modest (as this wasn't our focus), the impact on actual business metrics has been significant. Our optimized pages are now generating triple-digit monthly signups, with visitors far more likely to become active users of the platform.

Key Takeaways

• Actions Over Traffic: Focus on tracking and optimizing for specific user behaviors that indicate buying intent, not just visitor numbers
• Strategic Content: Content targeting users close to purchase decisions consistently outperforms general educational content
• Journey Focus: Understanding and optimizing entire user journeys yields better results than optimizing individual pages in isolation
• Measurement Matters: Shifting focus from traffic metrics to user actions provides much clearer insights into what's actually working

Scale Your Growth With Embarque

The form builder market is competitive, but there's plenty of room for companies with the right approach. Want to transform your traffic into actual revenue? We've got a proven method for focusing on the metrics that matter.

Book a call to discuss how Embarque can help you attract more paying customers.