CONVERSION RATE OPTIMISATION
WHAT IS CONVERSION RATE OPTIMISATION?
There’s no use luring visitors in only to turn them away at the shop door. Maybe the call to action isn’t clear, the sign-up process is a headache or the page is taking too long to load. Conversion rate optimisation aims to rectify any interruptions in the sales cycle, turning more clicks into profits.
Rather than focussing all your efforts on attracting more visitors, this cost effective approach helps you convert a higher percentage of the visitors you already have. Put simply, it involves ensuring that the proposition used to attract visitors is reflected by their experience when they arrive.
For this to work, it’s important to make sure the landing page meets the user’s expectations, satisfies their needs and encourages a follow-up action – no matter which route they have taken to arrive on your site. You’ll need to understand your target customers and their browsing and purchasing habits so that you can tailor your offers, campaigns and content accordingly.
HOW DO WE DELIVER IT?
We take the time to get to know your customers and create targeted messages that appeal to them directly. We analyse the performance of your landing pages and review your converison funnel and use this data to amend poorly performing pages and refocus your inbound and outbound online marketing activity.
Areas of interest include load time across different browsers and devices; intuitiveness of design and layout; quality of copy (e.g. compelling headings and calls to action); fluidity of process (e.g. easy-to-follow sign-up forms); indicators of trustworthiness (e.g. accreditations, privacy assurances and customer reviews); and a consistent message throughout the sales cycle.
We’ll split test all amendments to ensure that they’re having the desired effects. Once we have ensured that the offer is appealing and the customer journey seamless, we’ll continually refine the campaign through rigorous testing and analysis to achieve the best possible conversion rate.
HOW DOES CONVERSION RATE OPTIMISATION BENEFIT YOU?
Conversion rate optimisation ensures that your traffic is appropriate, relevant and of the quality that you require. This enables you to provide the best possible user experience and convert more visits into leads and sales, helping you to get the best possible return on your investment.