Forte Solar: +144% Lead Conversion Rate for Solar Energy Provider
Landing page and lead gen CRO for Forte Solar — from 3.2% to 7.8% CVR by fixing the value proposition and reducing form friction on a high-intent audience.
Forte Solar is a Croatian solar energy provider offering residential and commercial solar panel installation. With rising energy costs driving strong demand, they were running consistent Google Ads campaigns — but their landing page wasn’t converting the high-intent traffic they were paying for.
The Challenge
The solar energy market in Croatia is competitive and high-consideration. Potential customers are comparing multiple providers, price-checking, and doing significant research before requesting a quote. Forte Solar’s cost per lead was €48 — sustainable but painful given the sales cycle involved.
The opportunity: at 3.2% conversion rate on high-intent Google Ads traffic, even modest improvements would dramatically reduce cost per lead.
What We Found
1. Weak value proposition above the fold
The landing page headline led with “Solar Energy Solutions for Your Home” — technically accurate, completely forgettable. Visitors who arrived from search ads (with specific intent) couldn’t quickly understand what made Forte Solar different from the 5 other providers they were comparing.
2. A 7-field form killing conversions
The lead capture form asked for name, email, phone, address, property type, roof orientation, and monthly electricity bill — all on the first contact. For a business that just wants to qualify a lead, this is excessive. Session recordings showed 78% of form abandonment happening at the property address field.
3. No trust signals near the form
The page had a testimonials section — at the very bottom, below a 4-screen scroll. Visitors reaching the form had no immediate reassurance that Forte Solar was a credible, established company.
What We Changed
Value proposition rewrite — New headline: “Solar panels installed within 30 days — guaranteed ROI in under 7 years.” Specific. Differentiated. Addresses the two biggest questions (how long does installation take, when do I break even).
Form reduction — Reduced from 7 fields to 3: name, phone number, and postcode. The qualifying questions (property type, roof orientation) moved to the sales call. Removing 4 fields increased form completion rate by 145%.
Trust signals adjacent to form — Added “47 installations completed in 2024”, a 4.9/5 Google review rating, and a “No-obligation quote” reassurance directly above the submit button.
New CTA copy — Changed from “Send enquiry” to “Get My Free Quote” — more specific, more benefit-led, clearer about what happens next.
Results
Over 60 days of testing and implementation:
- Lead conversion rate: 3.2% → 7.8% (+144%)
- Cost per lead: €48 → €19 (-60%)
- Form completion rate: 22% → 54% (+145%)
The same ad spend now generates more than twice the leads — at less than half the cost each. The landing page improvements paid for themselves within the first week of the new version being live.