Conversion Optimisation

Transcription

1 Conversion Optimisation

2 Document Objectives This document is intended to explain the purpose of and processes for conducting a conversion optimisation and A/B split testing campaign. This document will explain for you: 1. How we will go about conducting conversion optimisation and A/B split testing. 2. Examples of previous work carried out 1. Why Conversion Optimisation? Conducting a conversion optimistion campaign results in increased ROI from existing web traffic. The objective is to identify how adjustments to aspects of a web page impact on that page s ability to achieve pre defined goals. 2. What is involved? Conducting a conversion optimisation campaign commences by establishing the goals and objectives of a particular web page or series of pages. Once the goals or objectives have been agreed an analytics package is set up to track and monitor those goals as they happen on the web page or series of pages. In addition a separate heat map tool is used to create a visual impression of a users mouse movements around the website page. The existing web page is analysed to establish a bench mark against which the performance of variations of the page can be measured. Using our experience in conversion optimisation we would agree with you a range of page variations that would then be tested against the original version of the web page.

3 The A/B split testing approach is used to compare the performance of the amended pages against the original version. There are several applications available for conducting A/B split testing. Our preferred application is a Google application called Experiments. This is a Conversion Rate Optimisation (CRO) tool that integrates with Google Analytics that allows you to test up to 5 different versions of the same website page simultaneously. In addition to this tool we use the heat map software provided by crazyegg.com to create heat maps that track a visitors mouse movement around a web page. An example of a heat map can be seen below: As you can see the software creates hot spots that can be used to understand how a visitor is interacting with the website page. The analytics software enables us to add code to your website they facilitates the rotating of the various page designs to your visitors. The analytics that we will have set up then tracks visitor actions on the web page and records goals or conversion statistics. These can then be compared against the original page s performance metrics to identify the impact of the changes.

4 How Does The A/B Testing Software Work? Once setup, any visitors to your landing page will be redirected to either the original page or one of the variations of the page The analytics software then tracks the goals or performance metrics that have been agreed and set up within the software to be recorded. Examples of common performance goals include: Submissions of a contact form Downloads of a file Clicks on a particular button The range of potential performance metrics is vast and the campaign will commence by agreeing on the performance metrics that are relevant to your business and website. As the software works through serving up the various versions of the pages it tracks the metrics and the visitors movements around the web page. The software is left to run for a pre agreed period of time. We then review the results and take the highest performing of the page designs. Fine tuning Once the A/B split testing has established which page variation results in the highest conversion metrics we begin the fine tuning stage. In order to fine tune the results of the initial test we then make very sublet variations to that page to establish whether its performance can be increased further. Based on the results of this we can fine tune the design of each landing page to better suit the users needs and increasing the conversion rate as much as far as possible.

5 2. Examples of our work Below are two recent case studies: officeprinciples.com is a commercial interior design company. Our remit was to improve the enquiry conversion rate for the website. Both in relation to form based enquiries and telephone enquiries. We commenced the campaign by running the heat map software on the original page design to gain an understanding of how visitors were interacting with that page. We then designed 3 variations of the page based on what we had established from reviewing the visitor interactions with the original page. We then ran the split testing software to identify which variation achieved the most enquiries. Once that was established we made adjustments to calls to action and their positioning in order to see whether any subtle adjustments could further increase the conversion rate. An increase in form based enquiries of 74% was achieved and an increase in telephone enquiries of 32%. On the next page are are before and after screen shots showing the original web page and the page that achieved the highest conversion rate:

6 officeprinciples.com Before:

7 After:

8 physicalgold.co.uk In this instance the client s goal was to secure downloads of their free gold investors guide. Pay per click traffic was being sent to the home page to where the guide itself was not even featured. Using the heat map software we established that there were too many competing calls to action on the home page. We created a range of dedicated landing pages that we then split test against the original. An increase of 214% was achieved in gold guide requests. Home Page:

9 Final Landing Page: