How Acquia Achieved a 6x Conversion Rate Boost on Its ‘Contact Us’ Page in Just Hours

At Acquia, we believe that optimization shouldn’t be slow, siloed, or speculative. When data shows you where the opportunity lies, action should follow quickly. That’s exactly what happened when we took a closer look at one of the most important pages on our website: the Contact Us page.

This wasn’t a months-long redesign or a lengthy overhaul. It was a fast, focused effort powered by Acquia’s integrated suite of digital experience tools. And the result was a 6x increase in conversion rate and a reduction of 11 days in average time to convert, all within a matter of hours.

Here’s how we did it.

Step 1: Identifying the Right Opportunity

We started by analyzing site performance using our Experience Score framework. Experience Score is a metric in Acquia Convert that is used to evaluate and compare the effectiveness of different personalization experiences (such as A/B tests, targeted content, or recommendations) running on your website. One page stood out: the Contact Us page. Despite high traffic, it was underperforming when it came to conversions, making it an ideal case for optimization with strong ROI potential.

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This was a high-impact opportunity hiding in plain sight.

Step 2: Running the Optimization Playbook

With the problem identified, we moved into execution, deploying a coordinated, cross-tool strategy that took full advantage of the Acquia Digital Experience Platform.

Acquia Convert: Smarter Conversion Strategy with AI

We began with Acquia Convert, our AI-powered optimization tool. It scanned the Contact Us page and flagged a key opportunity: the form was buried too far down the page.

The recommendation was to bring the form above the fold, accompanied by a short, helpful introduction to provide context.

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We quickly went to work and created an A/B test that allowed us to make all of the necessary changes to the layout of the page and the form. When launching the test we were able to do a common 50/50 split and track the conversion actions on the page. The flexibility of Acquia Convert allows us to quickly launch these tests, all without a developer.

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Acquia Optimize: Accessibility, Not an Afterthought

Once the new layout was in place, we used Acquia Optimize to run a full accessibility audit. The scan surfaced a key issue: unclear form error messages that could confuse users relying on screen readers or assistive technology.

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Fixing those hidden barriers improved the experience for everyone, not just users with accessibility needs. And it underscored an important truth: many critical issues don’t live on the surface, but that doesn’t make them less important.

Acquia SEO: Smarter Content, Higher Visibility

Then we turned to Acquia SEO to boost the page’s discoverability. It identified a handful of missing keywords that aligned with what users were actually searching for. Using its AI writing assistant, we updated the page copy to include those keywords, requiring only a light manual review.

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The result was a page that was now not only more effective, but also more findable.

Acquia Search: Prioritizing What Matters

Finally, we used Acquia Search to elevate the Contact Us page in internal site results. By ensuring it appeared prominently for common queries like “demo,” “get started,” and “contact,” we made it easier for motivated users to find the next step, no matter where they started their journey.

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Step 3: All in a Day’s Work

From diagnosis to deployment, this entire optimization effort was completed in the span of a single working session. The tools worked together, seamlessly. That’s the power of an integrated digital experience platform.

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The Results: Fast, Measurable Impact

Here’s what we saw after launching the optimized page:

• 6x increase in conversion rate
• 37% more time on the page
• 31% increase in page scroll depth
• 11 days shorter average time to convert
• Better accessibility, improved SEO, and a stronger user journey, all without compromising brand or design integrity

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Why This Matters

Website optimization doesn’t have to mean massive redesigns or endless dev cycles. Sometimes, the most powerful changes are the simplest, especially when you have the right tools to act quickly and confidently.

This use case is a testament to the value of Acquia’s connected platform: actionable insights, rapid implementation, and measurable results. If you’re looking to unlock more value from your existing site, start by asking: What could you improve today if you had the right data, tools, and team alignment?

At Acquia, we’re showing what’s possible when you stop guessing, and start optimizing.