Hair Club is the world leader in personalized hair loss solutions, providing surgical and non-surgical restoration treatments to men and women in more than 95 Hair Club Treatment Centers across North America.

Although Hair Club’s paid search strategy was successful at driving highly targeted traffic to the site, the number of visitors who completed the online form was below expectations, resulting in a higher than desired cost per lead.

By working with WiderFunnel to develop and execute a conversion rate optimization strategy, Hair Club accomplished a 20% increase in visitors completing the call-to-action form in the winning test Variation.

You can read the case study here.

But not so fast: New research indicates that as the economy worsens, more consumers are making more purchase decisions at home.

By the end of last year, more than three-quarters — 76% — of consumers were making their purchase decisions at home, up from 60% in the first quarter.

The implications are complex. “More purchase decisions are being made at home,” said the senior VP-director of insights and strategy for Publicis Groupe’s Arc Worldwide, Chicago. “But purchase decisions in general are taking more of people’s time [both at home and in store].”

Arc research shows that people are shopping at more stores or online retailers to get the best deals.

The segment of consumers doing one-stop shopping, she said, is half what it was in 2007. And what influences purchase decisions at home increasingly comes online from search or retail sites, which blurs shopper and digital marketing.

For marketers everywhere the implication is clear: ignore online conversions at your own peril.