Conversion Rate Optimization Case Study
Our client was receiving significant traffic to their website from our advanced SEO services, but was unhappy about the percentage of visitors actually requesting a quote. For this company, requesting a quote is the deepest level of interaction possible on their website, and the closest to profit (conversion rate).
Wow... the changes you recommended are yielding a conversion rate of 21.7% versus the base of 16%... Let's do it across the Site!
Rather than simply use gut, which is tempered with years of experience, to redesign these critical pages. We worked with our client to implement an AB Testing system to improve each step for each conversion funnel. What happens with a split test is you strip out emotional attachment to design elements - including copy (text). Now, it is a matter of which version of a page results in conversion improvement.
Our first and second attempts failed, but the third sustained a 5.7% lift in web site conversion. Conversion rate optimization is now an ongoing process for all lead capture pages across the site. A cycle of experiments - where the incumbent defends its conversion improvement ability against a new challenger on a frequent basis. The frequency is determined by the amount of time required to have a statistically significant number of visitors to each version of a page. If you don't wait until your experiment has achieved statistical significance, you will waste your time.
If you want to know how we get it done - get our conversion optimization checklist.
