Analytics & Conversion Optimisation
Improve your online sales and profitability through conversion optimisation, find out what motivates people to buy, and what leaves them cold.
The essence of conversion optimisation is to improve upon the conversion rates of your website through closely monitoring user activity, analysing and interpreting this activity and then testing specific elements in order to improve the site's profitability. The focus of our testing includes, but is not limited to, landing pages (home pages, product view pages, product pages), checkout pages and basket page.
Within these pages, examples of our focus are:
- On-site Search facility interaction
- Where people click, and how frequently
- The relationship between search engine or paid search data and conversion
- The layout of pages and information
- Persuasion and the creation of a persuasive momentum
- Information and copy
- All waypoints in the conversion process to create a clear, persuasive and intuitive path to conversion.
We specifically research possibilities and monitor site statistics and are aware of over 1,000 variables that influence conversion rates. We document changes made and monitor the impact they have. We are able to supply graphs of visitor behaviour based on these changes, as at times we want only to increase the number of people who perform a particular action, such as add an item to the basket, or sign-up to the newsletter for example.
Based on this information, we can scientifically determine how successful each change has been, and then implement the most successful option, thus increasing the conversion potential for that particular area of the site.
We provide 2 basic types of conversion testing: A/B Testing (or Split Testing), and Multivariate Testing
An individual test will focus on a particular area of your site, guided by:
- User-generated stats
- What you think
- your knowledge of your business and customers
- What you want to sell more of
- What we might hypothesise will work better
- What your competitors display
- What your customers tell you/us.
It will begin with a hypothesis, for example:
"Product description A will cause more people to add to their basket than product description B"
or
"Layout A will bring a higher checkout completion rate than layout B"
It might be you that defines the target, for example:
"We want to increase our Average Order Value"
"We want to increase basket completion"
"We want to increase sales of product X""
"What effect will offering free shipping have on sales of product X?"
"Why do our competitors sell more of product Y than we do?"
"How important is next day delivery to people?"
"Which promotion will be more effective?"
We then create another version of the page, according to the goal or hypothesis and undertake A/B testing where 50% of your visitors see the original page, and 50% see the revised version with a particular element, such as an image or page layout changed.
Or, on a larger scale, we might wish to see which Home page design is more effective, page A or page B.
We would use Multivariate testing where there are higher volumes of traffic, to bring faster results and test a wider variety of permutations - creating several versions of a page and changing multiple elements – image, copy, headline, drop-down menu, and call to action, for example.
The test is run until we’re satisfied it has statistical validity and then the results are gathered, interpreted, and the winning option is implemented on the site once reasons for the result are understood, thus improving the effectiveness of that particular section of the site and contributing to an improvement in top-line conversion.
The 3 levels of our Conversion Testing service are:
Small: Recommended for companies with lower levels of traffic, but available to companies of all sizes. We will monitor your site statistics, perform a maximum of 2 A/B tests per month and produce a monthly report on the tests and results. All correspondence is done via telephone and email, with 1 monthly conference call if required.
Medium: As Small, but with Multivariate testing. You will also have a face-to-face meeting once a month, along with a weekly 30-minute discussion to highlight any additional data you may require, or might find useful. Also included is 250 words of professional copy writing, plus one headline or banner copy.
Enterprise: Whilst receiving all of the benefits of our Medium service, the Enterprise option offers a ‘complete’ solution – including an assessment of the effectiveness of your marketing efforts through the entire buying process. This means any Adwords campaigns will be streamlined so there is no wastage, and paths to conversion will be optimised to maximise return on marketing spend.
