Case Studies

Clicks-Through to Key Conversion Pages Increased by 35% and 77%

Seer helped InterNACHI better communicate with prospects interested in their extensive education courses resources, resulting in +77% lift in conversions.

Overview

InterNACHI is an online school for home inspection certification. They sought Seer's help to improve the user experience on their website and ultimately increase membership conversion rates. Seer analyzed user behaviors and ran an A/B test with stronger CTAs. The improved CTAs  increased click-through rates to key conversion pages by 34% and 77%.

Client

InterNACHI

Industry

Type

[The Impact]
+34%
increase in CTR to key page: 'Become a Home Inspector'
+77%
increase in CTR to key page: 'Get a Student Account'

The Challenge

InterNACHI provides extensive content and services for members. The full extent of this content is very valuable, but makes for dense reading.

An ongoing challenge has been guiding visitors through a clear path on a site with lots of content and many paths. One of InterNACHI’s top organic performing pages was an extensive list of education courses that wasn’t guiding people to conversion as clearly as intended.

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The Strategy

Analysis:

In one of our recurring analyses, Seer observed that:

  • The education content page has high traffic
  • BUT, this page was weighting primary Calls to Action (CTAs) to become a member with the same relative priority as hundreds of other links on the page
  • This page provided content targeted way deeper in the conversion funnel [i.e. more valuable], yet the conversion rate was about one third that of the home page.

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Action:

We recommended that our client test out changes to these key Calls to Action—making them more distinct on the page, to see if that could increase clicks to the signup pages.

1207_InterNACHI_Web-Graphics@150-3

 

The Execution

InterNACHI altered the CTAs from text links to buttons and ran an A/B test for 6 weeks.

1207_InterNACHI_Web-Graphics@150-4

 

The Results

→ Clicks-through to the Become a Home Inspector Page increased 34%

→ Clicks-through to the Get a Student Account Page increased 77%

Visitors reaching these pages have a much higher conversion rate (10-11% vs. less than 1% sitewide). By driving more traffic to these high-converting pages, we expect to see a lift in application completions.

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About Seer Interactive: 

Seer Interactive is at the forefront of Generative Engine Optimization (GEO). We run enterprise-scale AI search experiments and turn them into proven strategies that deliver AI visibility and business impact. We help enterprise brands navigate the shift between traditional SEO to AI visibility, building strategies that win across search engines, LLMs, and wherever your customer is looking for answers.

Our edge? Decades of thinking about how people get answers to problems, across social, SEO, Paid, and UX, now applied to AI search through live GEO experiments that deliver measurable visibility. Wil Reynolds and the Seer team have been leading the conversation on AI, SEO, and GEO since the beginning.

Seer partners with industries from SaaS and e-commerce to healthcare and banking , helping brands like American Family Insurance and Capital One adapt, move faster, and capture visibility in an AI-first world.