The Simple Fix That Led to a 143% Jump in Conversions for 3PL Shipper

The Problem

As part of an ongoing SEO program with Mannix Marketing, our team conducted a heuristic review of Shaker Logistics’ website, with a special focus on identifying conversion barriers.

We noticed something subtle but significant: the “Request a Quote” form in the footer wasn’t visible. It was collapsed behind a vague, low-contrast button that didn’t look like a button at all.

This created two problems:

• Friction: Users had to figure out how to interact with the footer to request a quote.
• Dead Ends: On many pages, if a user didn’t scroll to the top or hunt through the navigation, there was no clear next step.

The Solution

Instead of hiding the form, we simply exposed it. The quote form now appears directly in the footer, visible and ready to use on any page. We also ensured every page had a clear conversion path, eliminating those dead ends that leave users with no action to take.

No A/B testing. No fancy redesign. Just a clear, data-informed decision to remove a usability roadblock.

The Results? 143% More Conversions in One Month

The change was implemented in November. Here’s what we saw:

• November (before): 7 footer form submissions
• December (after): 17 footer form submissions

That’s a 143% increase in conversions, just from making the form easier to find and use!

Historically, footer form submissions show little to no growth from November to December, increasing by just one submission year over year in 2023. Against that baseline, the December 2024 spike stands out as a clear deviation from normal performance, indicating the lift was driven by improved visibility and usability of the form rather than seasonal demand.

Why It Worked

The lesson? You don’t need to guess.

Our team didn’t change the headline, images, or copy. We followed a core CRO principle: eliminate friction and make the next step obvious. And it worked, because the fix aligned with what users were already trying to do but couldn’t easily accomplish.

Key Takeaways

Even small usability issues can quietly kill your conversions. The good news? Those same issues, once resolved, can drive fast and measurable growth.

Here’s what you should ask yourself:

• Is your primary call to action (CTA) visible on every page?
• Are there any “dead ends” where users don’t know what to do next?
• Are forms or buttons clearly labeled and styled like interactive elements?

If the answer is no, you could be leaving conversions on the table.

Need Help Improving Your Website’s Conversions?

Our team can help you identify friction points, clarify calls to action, and improve your conversion rates with practical, data-informed strategies. Let’s talk conversion optimization. Book a free consult with our experts today.