Case Study: A Place for Mom achieves a 30% conversion lift with SiteSpect

Elder Care Referral Service Optimizes Lead Generation With Sitespect

A Place for Mom, founded in 2000, is the nation’s largest elder care referral service, handling nearly 25,000 inquiries a month and employing over 300 Eldercare Advisors. Facing rising PPC costs, the company’s challenge was to increase the number of high-quality leads by making it easier for visitors to submit contact information without losing lead value.

Using SiteSpect’s non‑intrusive optimization platform and professional services, A Place for Mom ran rapid multivariate and targeted tests—streamlining landing-page links, removing a nonessential form field for most visitors, and personalizing copy based on search keywords. The changes boosted overall conversions by about 25–30% (roughly 10–12% from layout tweaks, 6–8% from simplifying the form, and ~15% from keyword-targeted headlines), while demonstrating the importance of showing the right variation to the right segment.

A Place for Mom

Ben Villa

Senior Product Manager